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% |
|
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% |
|
Buy sustainably-sourced products |
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% |
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% |
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% |
|
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% |
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.
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%).
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.
