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2025 Sustainability & Circular Economy Trends

7 in 10 global shoppers say sustainability is important to them when buying online and 1 in 2 are buying pre-owned or refurbished items online

Sustainability matters, but how shoppers define it varies. While many are increasingly drawn to brands that reflect their values, perspectives differ across the globe. For e-commerce businesses, embracing more sustainable and circular practices isn’t just good for the planet – it’s key to building trust and responding to different shopper expectations.


Sustainability and the circular economy in numbers

38%

OF GLOBAL SHOPPERS SAY SUSTAINABILITY IS IMPORTANT TO THEM BECAUSE THEY WANT TO REDUCE THEIR ENVIROMENTAL IMPACT

55%

OF GLOBAL SHOPPERS SAY SUSTAINABUILITY WILL BECOME MORE IMPORTANT TO THEM BY 2030

57%

OF GLOBAL SHOPPERS WANT TO KNOW THE ENVIRONMENTAL IMPACT OF THEIR DELIVERY

47%

OF GLOBAL SHOPPERS WOULD ONLY BUY FROM RETAILERS THAT OFFER A SUSTAINABLE LOGISTICS PROVIDER

37%

OF GLOBAL SHOPPERS BUY SUSTAINABLY-SOURCED PRODUCTS AT LEAST ONCE A MONTH

1 IN 4

GLOBAL SHOPPERS ABANDON THEIR BASKET BECAUSE OF SUSTAINABILITY CONCERNS

58%

OF GLOBAL SHOPPERS WOULD LIKELY USE A RETAILER’S RECYCLING OR BUY-BACK PROGRAM

74%

OF GLOBAL SHOPPERS BELIEVE DHL IS A SUSTAINABLE DELIVERY & RETURNS PROVIDER


Where are shoppers most and least concerned about sustainability?

Shoppers across the world are placing growing importance on eco-conscious choices, but the level of concern varies by country.

Two tags showing countries where shoppers are most and least concerned about sustainability. Left tag (brown) lists most concerned: Nigeria (93%), India (92%), Thailand (84%), Brazil (83%), China (83%), Morocco (83%), South Africa (83%). Right tag (green) lists least concerned: Netherlands (49%), Czech Republic (56%), Australia (56%), Canada (57%), Austria (57%), Germany (59%), Sweden (61%).

Across generations, sustainability is a bigger concern for Gen Z and Millennial shoppers. Among these generations, 58% say sustainability will become more important to them in the next five years, compared to 55% of Gen X and 48% of Baby Boomers.

 

Say sustainability is importang to them when shopping online

Gen Z

77%

Millennials

75%

Gen X

70%

Baby Boomers

63%


What do shoppers want from retailers to support sustainability?

Shoppers want retailers to take action on sustainability. To meet expectations, it’s important to understand which actions matter most to your customers – and make visible, credible changes across your business that show you’re serious about sustainability.

57% of shoppers say it’s important to know the environmental impact of their delivery. This rises to 87% in Nigeria and

India, and 75% in Thailand. In Europe, it matters most to shoppers in Turkey, Italy and Spain. To meet shopper expectations, online retailers should consider sharing CO₂ emissions data with customers at checkout – and offering alternative delivery options with a lower environmental impact.

Image showing what shoppers want to see more of from retailers to support sustainability: 53% use of sustainable packaging, 50% removal of plastic and unnecessary packaging, 40% clear recycling instructions for products, 38% being able to buy in-store points to reuse past purchases, 37% selling items made of recycled materials.

How far will shoppers go for sustainability?

While shoppers expect retailers to take action, many are also ready to make changes themselves. Here’s what shoppers are willing to do to be more sustainable when shopping online:

Visual with four cosmetics bottles in a row. Each one displays one of the four following statistics: 47% would only buy from retailers that use a sustainable delivery and returns provider, 22% would accept a longer delivery or returns time, 21% would switch to collection or drop-off options, 10% would pay more for delivery or returns.

 

 

Only buy from retailers that use a sustainable delivery and returns provider

Accept a longer delivery or returns time

Switch to collection or drop-off options

Pay more for delivery or returns

Argentina

57%

16%

17%

10%

Australia

42%

24%

25%

10%

Austria

38%

41%

15%

6%

Brazil

61%

15%

18%

7%

Canada

40%

29%

22%

9%

China

30%

13%

43%

14%

The Czech Republic

39%

27%

25%

9%

France

29%

18%

45%

8%

Germany

38%

38%

17%

8%

India

55%

18%

11%

16%

Italy

46%

21%

26%

8%

Malaysia

62%

15%

10%

13%

Morocco

55%

14%

19%

12%

The Netherlands

32%

29%

30%

10%

Nigeria

71%

7%

10%

12%

Poland

47%

25%

21%

7%

South Africa

58%

12%

24%

7%

Spain

39%

25%

29%

7%

Sweden

43%

27%

22%

8%

Thailand

67%

11%

11%

11%

Turkey

52%

21%

17%

10%

The UAE

51%

18%

18%

12%

The UK

37%

27%

27%

9%

The USA

43%

29%

14%

14%

Global

47%

22%

21%

10%

Europe

40%

27%

25%

8%

Gen Z

46%

20%

21%

14%

Millennials

46%

20%

23%

11%

Gen X

47%

22%

22%

8%

Baby Boomers

50%

25%

20%

5%

 

So what does this mean for e-commerce retailers? Start by partnering with a sustainable delivery and returns provider with an extensive out-of-home network – giving shoppers the option to choose a more environmentally friendly, flexible way to receive or return their items.


Who’s buying sustainably-sourced products?

The sustainable products market was valued at approximately 355.3 billion U.S. dollars in 2024 and is expected to reach 692 billion U.S. dollars by 2033.1 Meanwhile, the sustainable materials market – which supplies the materials used to create these products – is expected to 1.07 trillion U.S. dollars by 2034.2

As consumers place greater focus on sustainability, online retailers across all industries need to rethink how they source and produce products – considering options like biodegradable plastics, second-life components and recycled materials.

 

Buy sustainably-sourced products
at least once a month

Argentina

25%

Australia

30%

Austria

23%

Brazil

38%

Canada

27%

China

64%

The Czech Republic

19%

France

25%

Germany

31%

India

68%

Italy

35%

Malaysia

47%

Morocco

37%

The Netherlands

26%

Nigeria

53%

Poland

31%

South Africa

30%

Spain

29%

Sweden

23%

Thailand

69%

Turkey

50%

The UAE

46%

The UK

33%

The USA

38%

Global

37%

Europe

30%

Gen Z

48%

Millennials

44%

Gen X

33%

Baby Boomers

21%


The shift towards a second life for products

The circular economy is all about keeping items in use for longer through recycling, reuse and repair. As sustainability becomes a growing priority, online retailers should consider how pre-owned goods could become a valuable part of their strategy as over half of global shoppers buy pre-owned or refurbished items online.

Why do shoppers buy pre-owned or refurbished items online?

 

To save money compared to buying new

To get higher-quality products at lower prices

To reduce waste and be more sustainable

To find items that are unique

Global

60%

50%

44%

35%

Europe

60%

49%

43%

31%

Gen Z

57%

47%

44%

36%

Millennials

59%

50%

43%

35%

Gen X

62%

52%

44%

34%

Baby Boomers

68%

55%

47%

35%

While Gen Z are the generation most likely to buy pre-owned to find an item that is unique, Baby Boomers and Gen X are more concerned with saving money and getting higher quality products for their money.

What stops shoppers from buying pre-owned or refurbished items more often?

 

Concerns about quality

Lack of warranty or guarantee

Higher prices than expected

Unclear product information or images

Global

55%

45%

35%

33%

Europe

50%

40%

33%

30%

Gen Z

50%

40%

34%

35%

Millennials

52%

44%

34%

34%

Gen X

57%

47%

36%

32%

Baby Boomers

62%

51%

35%

32%

What items do shoppers buy pre-owned or refurbished?

 

 

Electronics

Clothing

Books

Home furnishings

Toys and games

Global

41%

34%

33%

25%

24%

Europe

39%

37%

36%

22%

22%

Gen Z

35%

35%

29%

24%

23%

Millennials

42%

35%

33%

28%

28%

Gen X

46%

35%

36%

25%

23%

Baby Boomers

45%

30%

40%

21%

16%

 


Recycling and resale: A growing retail opportunity

58% of global shoppers say they’d use a retailer’s recycling or buy-back program if available. These programs give customers the chance to return used products in exchange for rewards like discounts or store credit – reducing waste, extending product life and promoting more responsible consumption.

 

 

Would use a retailer’s recycling or buy-back program if available

Argentina

47%

Australia

54%

Austria

51%

Brazil

65%

Canada

52%

China

85%

The Czech Republic

36%

France

44%

Germany

50%

India

81%

Italy

46%

Malaysia

76%

Morocco

65%

The Netherlands

42%

Nigeria

81%

Poland

46%

South Africa

73%

Spain

41%

Sweden

48%

Thailand

65%

Turkey

60%

The UAE

68%

The UK

58%

The USA

53%

Global        

58%

Europe

47%

Gen Z

59%

Millennials

63%

Gen X

58%

Baby Boomers

49%

 

What would make shoppers more likely to use a recycling or buy-back program?

 

Free and easy return of items

Clear instructions on how the program works

Transparency about how items will be recycled or reused

Rewards for participating

Convenient drop-off or pick-up locations

Argentina

48%

53%

48%

40%

41%

Australia

59%

45%

42%

46%

48%

Austria

60%

44%

37%

43%

39%

Brazil

50%

54%

56%

49%

47%

Canada

61%

44%

38%

46%

42%

China

58%

49%

58%

48%

47%

The Czech Republic

49%

48%

28%

42%

45%

France

49%

39%

37%

38%

31%

Germany

54%

41%

36%

34%

38%

India

59%

51%

60%

44%

42%

Italy

45%

40%

45%

27%

33%

Malaysia

57%

56%

57%

56%

48%

Morocco

50%

43%

44%

35%

41%

The Netherlands

49%

43%

32%

31%

30%

Nigeria

55%

61%

67%

51%

48%

Poland

50%

41%

32%

40%

39%

South Africa

59%

62%

54%

62%

56%

Spain

51%

43%

40%

39%

43%

Sweden

54%

42%

35%

37%

36%

Thailand

54%

50%

56%

38%

43%

Turkey

55%

51%

50%

40%

43%

The UAE

50%

45%

49%

45%

45%

The UK

54%

43%

38%

40%

39%

The USA

52%

42%

34%

42%

37%

Global

53%

47%

45%

42%

42%

Europe

52%

43%

37%

37%

38%

Gen Z

46%

44%

43%

42%

37%

Millennials

51%

45%

46%

44%

42%

Gen X

56%

49%

45%

44%

44%

Baby Boomers

61%

51%

44%

37%

45%

As shopper interest in sustainability grows, so does the opportunity for retailers to lead the way. Offering easy, accessible ways to return, recycle or repurpose items can help your business meet customer expectations, as free and easy returns is the number one thing that would encourage consumers to use a retailer’s recycling or buy-back program.


Meet the sustainable shopper

72% of global shoppers say sustainability is important to them when shopping online.

They are the shopper type most likely to use social media to stay up to date with new products or to learn more about a brand or retailer. They’re also the least active during the Black Friday sales, with 23% saying they buy less or not at all.

Click here to view more

Meet the refurbished and recycled shopper

52% of global shoppers buy pre-owned or refurbished items online.

They frequently buy from retailers in other countries, with 41% saying they make a purchase at least once a month. Free delivery is important to them, and they’re one of the shopper types most willing to spend more to get ‘free’ delivery – and then return the extra items (45%).

Click here to view more


1Business Research Insights, 2025
2Precedence Research, 2024

All stats and figures are taken from the DHL eCommerce Online Shopper Survey conducted between February and March 2025. Respondents were required to have made at least one purchase online within the three months prior to the survey. 70+ questions were asked to 24,000 respondents across 24 countries (1,000 per country) with an equal split across demographics – where possible. The countries chosen for this survey represent some of the most active e-commerce markets across the globe. Where percentages do not equal 100%, this is due to certain questions having multiple-choice options. Where there is a deviation of percentages over 100%, this is due to rounding of answer options. Not all data from the survey is displayed on this page. Country, regional, generational, and shopper profile data is provided, but this does not reach a level of statistical significance to make definitive statements about specific groups globally. Figures are correct at the time of publishing.


Explore even more trends from the current and past reports:


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