Meet the global shopper
70% of shoppers globally purchase from online retailers based outside their home country.
These cross-border shoppers are highly open to international brands and increasingly digitally savvy, with 62% using digital wallets for online payments. Their purchasing decisions are shaped by trust in delivery providers, as well as incentives such as free delivery and reliable service.
Head to page 42 of the 2026 E-Commerce Tends Report to access the full infographic.
Meet the eco shopper
67% of global shoppers choose sustainable products or sustainable delivery options.
These sustainability-conscious shoppers increasingly expect retailers to support greener ways of shopping, with 35% wanting green logistics to become standard within the next five years. For some, sustainability extends beyond domestic shopping, leading them to seek more ethically sourced products from retailers in other countries.
Head to page 42 of the 2026 E-Commerce Tends Report to access the full infographic.
Meet the convenience shopper
92% of global shoppers prioritize fast, free delivery and hassle-free returns.
These convenience-driven shoppers expect a seamless online shopping experience, with speed, simplicity, and flexibility shaping their purchasing decisions. More than any other shopper group, they value frictionless delivery and returns that make buying online easy, reliable, and convenient from checkout to doorstep.
Head to page 42 of the 2026 E-Commerce Tends Report to access the full infographic.
Meet the secondhand shopper
49% of global shoppers have purchased refurbished or pre-owned items online.
These circular shoppers are highly engaged online, using social platforms as a key purchasing channel and marketplaces to both buy and sell. In fact, 68% have sold an item through an online marketplace. While motivated by value and sustainability, they still expect a reliable, high-quality delivery experience.
Head to page 42 of the 2026 E-Commerce Tends Report to access the full infographic.
Meet the deal seeker
90% of global shoppers are always looking for the best deal.
These deal-seeking shoppers actively hunt for discounts and seasonal promotions. Yet they are also among the hardest to win over, with only 13% fully trusting retailers' offers and prices during major sales events.
Head to page 42 of the 2026 E-Commerce Tends Report to access the full infographic.
Meet the app-first shopper
72% of global shoppers primarily shop through retailer or marketplace apps.
These app-first shoppers combine convenience with value, with 67% subscribing to products to access discounted or preferential pricing. Looking ahead, they are increasingly open to AI-enabled shopping experiences, with half wanting to use virtual try-on and fit technology in the future.
Head to page 42 of the 2026 E-Commerce Tends Report to access the full infographic.
Meet the easily-influenced shopper
46% of global shoppers have made a purchase through shoppable ads on social media, websites, or streaming platforms.
These discovery-driven shoppers are highly engaged with social commerce and among the most trusting of seasonal promotions. Facebook remains their preferred platform for making purchases through social channels.
Head to page 42 of the 2026 E-Commerce Tends Report to access the full infographic.
Meet the social shopper
45% of global shoppers buy through social media platforms.
These social shoppers are highly engaged online, with 37% making purchases at least twice a week. Facebook is their leading platform for social commerce, generating more purchases than any other channel. Looking ahead, almost half expect to browse and shop more through online marketplaces over the next five years.
Head to page 43 of the 2026 E-Commerce Tends Report to access the full infographic.
Meet the brand lover
45% of global shoppers prefer premium or designer brands.
These quality-driven shoppers value exclusivity and craftsmanship, with 50% treating themselves during seasonal sales and holiday shopping periods. Their search for quality often extends beyond their home market, with 44% purchasing from international retailers to access better products.
Head to page 43 of the 2026 E-Commerce Tends Report to access the full infographic.
Meet the AI-assisted shopper
38% of global shoppers have used AI-powered chat tools or virtual assistants to browse or buy online.
These digitally empowered shoppers rely on AI to guide purchase decisions and make shopping easier. In the next five years, they expect to browse and shop more through online marketplaces and apps, embracing increasingly seamless and technology-driven experiences
Head to page 43 of the 2026 E-Commerce Tends Report to access the full infographic.
Meet the subscription shopper
36% of global shoppers use auto-replenishment or product subscription services.
These subscription shoppers prioritize convenience, with 39% preferring subscription payments and 54% planning to shop more through apps. They are also open to future delivery innovations, with 36% wanting self-driving vehicles or drones to handle deliveries and returns.
Head to page 43 of the 2026 E-Commerce Tends Report to access the full infographic.
Meet the hands-free shopper
23% of global shoppers use voice commands or smart speakers to shop.
These hands-free shoppers embrace innovation, leading the adoption of emerging payment methods and AI-powered shopping experiences. More than half (57%) are willing to let AI make shopping decisions or purchases on their behalf within the next five years. They are also among the most trusting shopper segments during seasonal sales, with high confidence in retailers' offers and prices.
Head to page 43 of the 2026 E-Commerce Tends Report
to access the full infographic.
Meet the Gen Z shopper
Gen Z shoppers are digital-first, socially connected, and globally minded. They split their time between Instagram and TikTok, shop internationally more than any other generation, and expect fast delivery. They are also leading AI adoption in online shopping, with more than 4 in 10 using AI-powered chat tools every time they make a purchase.
Head to page 41 of the 2026 E-Commerce Tends Report to access the full infographic.
Meet the Millennial shopper
Millennials place a high value on convenience, with 50% paying a premium for delivery and returns subscriptions, more than any other generation.
They are also early adopters of AI in e-commerce, with almost 4 in 10 using AI-powered chat tools every time they shop online.
Head to page 41 of the 2026 E-Commerce Tends Report to access the full infographic.
Meet the Gen X shopper
Gen X shoppers are most likely to use Facebook as a social commerce channel.
They value established shopping habits and tend to show greater loyalty to retailer subscription programs than younger generations. They are also among the least frequent returners, with almost 6 in 10 returning products only once a year or not at all.
Head to page 41 of the 2026 E-Commerce Tends Report to access the full infographic.
Meet the Baby Boomer shopper
Baby boomers are the least trusting of seasonal promotions, with only 42% trusting retailers' offers and prices during seasonal sales.
Compared with younger generations, they place less value on faster delivery and delivery subscription services, with just 22% paying a premium for delivery and returns memberships. They are also the most cautious about AI in online shopping, with almost 6 in 10 never using AI-powered chat tools.
Head to page 41 of the 2026 E-Commerce Tends Report to access the full infographic.
All stats and figures are taken from the DHL eCommerce Trends Surveys conducted between December 15th 2025 and February 11th 2026. Within the last three months prior to the survey, shopper respondents were required to have made at least one purchase online and business respondents were required to have regularly sold items online. For shoppers, 50+ questions were asked to 29,000 respondents across 29 countries (1,000 per country), and 50+ questions were asked to 5,800 respondents in 28 countries worldwide, with an equal split across demographics – where possible. Note Morocco did not have a large enough number of business respondents to be included in the business data, as such, results for this country are not included. 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 or within our report. Country, regional, generational, shopper and business 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.
