Selling, scaling and succeeding in today’s B2B & B2C online markets (and what’s coming next)
This report reveals how e-commerce businesses are responding to a fast-evolving e-commerce landscape. From AI adoption to omnichannel strategies and global expansion to sustainability initiatives, get the insights you need to meet customer expectations, stay competitive and drive growth in both B2B and B2C markets.
Every channel or empty carts: E-commerce success depends on selling everywhere
Discover why sole traders and micro-enterprises rely heavily on marketplaces to drive sales whilst small, medium and large businesses are more likely to focus on their own e-commerce websites. Get this and more to understand:
- Which channel 81% of retailers expect their sales to increase on by 2030
- Why thinking global but selling local is key to succeeding on marketplaces – and discover the top marketplace retailers sell on in each country
- The direct, low-cost website traffic driver that 46% of global retailers say is a top traffic source for their online store
- The businesses shifting towards a subscription model for products and logistics
Selling in the feed: Retailers are reshaping the path to purchase
Uncover why many online retailers say social media isn’t just a marketing channel – it’s key to attracting, engaging and converting shoppers. Today’s B2B & B2C retailers are embracing the features, tools and technologies that social platforms offer. Get this and more to understand:
- Why 59% of online retailers say having a presence on social media is important
- Which platform 82% of retailers expect to use more by 2030
- Which content business are creating in an effort to drive sales – from short-from videos to reels
- What 88% of retailers are doing socially to drive direct sales
Black Friday: Is it the most critical sales window for e-commerce retailers?
Whilst this is still a critical date in retailers’ calendars – are all business types and sizes seeing a return on their seasonal sale efforts? Dive into key insights, including:
- How many global e-commerce retailers will take part in Black Friday in 2025
- Whether retailers believe shoppers trust their Black Friday offers and prices
- When 51% of retailers say is their busiest trade month
- How many retailers say their Black Friday sales increased in 2024 vs. 2023
From click to quit: What is costing sales across platforms?
Cart abandonment is a challenge for retailers of all types and sizes. We reveal why and where retailers are seeing cart abandonment, including:
- The reason 38% of retailers believe shoppers abandon their carts
- Why your logistics offering is key to turning clicks into conversions at checkout
- How important payment options and customs charges are to securing sales
Borderless commerce: Scaling from local to global
For some retailers, international sales contribute significantly to revenue – but certain domestic and international markets are attracting more attention than others. Discover key insights, including:
- Which country 49% of global e-commerce retailers sell to
- How many retailers ship 51% or more of their orders overseas
- What’s holding some retailers back from selling internationally
- How different businesses are handling customs regulations and requirements
Delivery and returning the sale: Logistics is the hidden hero of the checkout
From delivery options to shipping charges and return rates to out-of-home points, we reveal what retailers are doing to meet customers’ expectations, including:
- The one thing 86% of retailers say improves sales when it comes to delivery and returns
- The delivery option 65% of retailers offer
- The real percentage of returns retailers experience
- Why 43% of retailers say items are returned to them
- Why out-of-home points are essential for different business sizes
Reduce, reuse, recycle, resell: Retailers move towards circular models
Many businesses are taking steps to reduce their impact on the environment – but what are retailers most likely to do to operate more sustainably? Discover key sustainability insights, including:
- The e-commerce businesses most using sustainably sourced packaging and offering more sustainable delivery options
- Where in the world retailers are taking action on sustainability
- What online retailers are doing to move towards a more circular business model
- What 84% of retailers are currently doing or plan to do to become more sustainable
AI in e-commerce: What comes after early adoption?
AI in e-commerce: What comes after early adoption?
We reveal what 64% of e-commerce retailers use AI for and the emerging technology 44% are likely to use across their e-commerce platforms to help your business stay ahead.
Bringing the consumer experience to business buyers
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.
