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2025 E-Commerce Trends – Country Reports

Inside the worlds digital basket: A deep-dive into the clicks, carts and conversions of 19 countries

Every market around the world is different – and understanding those differences is key to global success. Whether you are already selling to these markets or want to expand across borders, these insights can help you meet local expectations, engage shoppers and grow your sales.  Explore the series now to unpack…

  • How shoppers in each market browse, buy and pay online
  • The importance of sustainability – and what shoppers will do to be more environmentally-conscious
  • The impact of social trends and the future of social commerce
  • Whether shoppers in the market believe the Black Friday hype
  • What your business can do to win over shoppers
  • Shoppers’ cross-border buying habits – and what your business can do to encourage overseas purchases
  • How you can avoid shoppers’ abandoning their carts at checkout
  • What makes or breaks a sale (and it’s not the products you sell)

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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