Meet the social shopper
70% of global shoppers buy on social media platforms.
Their in-app behavior goes beyond social platforms – 83% use retailers’ apps to browse and buy. They are one of the most trusting shopper types during the Black Friday sales, with 56% completely or mostly trusting retailers’ offers and prices during this seasonal event.
Head to page 53 of the 2025 E-Commerce Tends Report to access the full infographic.
Meet the cross-border shopper
59% of global shoppers buy from online retailers based in other countries.
This group is among the most likely to use Buy Now Pay Later for all or most of their online purchases (55%). When browsing social platforms, they don’t hesitate to hit ‘buy now’ – 34% say they make more impulse purchases on social media.
Head to page 54 of the 2025 E-Commerce Tends Report to access the full infographic.
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.
Head to page 55 of the 2025 E-Commerce Tends Report to access the full infographic.
Meet the subscription shopper
34% of global shoppers have an online shopping subscription.
They’re leading the way in new ways to buy online – 62% using voice commands to shop. But it doesn’t stop there. They’re also the most likely to use social media as their primary shopping destination in the future, with 90% saying it could become their main way to shop by 2030.
Head to page 56 of the 2025 E-Commerce Tends Report to access the full infographic.
Meet the Black Friday shopper
75% of global shoppers make a purchase during the Black Friday and Cyber Monday sales.
Real voices influence their choices – they are the most influenced by customer reviews on social media (64%). Their temptation to shop when offers are available goes beyond Black Friday, with 52% saying they shop more when they receive an offer or discount code from a retailer.
Head to page 57 of the 2025 E-Commerce Tends Report to access the full infographic.
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%).
Head to page 58 of the 2025 E-Commerce Tends Report to access the full infographic.
Meet the Gen Z shopper
They are the generation most swayed by sustainability – 49% have abandoned their baskets because of sustainability concerns. They’re also the most likely to use Buy Now Pay Later for all or most of their online purchases (59%).
Head to page 48 of the 2025 E-Commerce Tends Report to access the full infographic.
Meet the Millennial shopper
They are the generation using apps the most – 83% prefer to shop online using a retailer’s mobile app. They’re also the most likely to use social media to keep up to date with new products or services (63%).
Head to page 49 of the 2025 E-Commerce Tends Report to access the full infographic.
Meet the Gen X shopper
64% say customer reviews on social media influence their buying decisions, but they’re the least swayed by seasonal shopping holidays. Typically, they spend the same or less during Black Friday, around payday or when offered a discount code.
Head to page 50 of the 2025 E-Commerce Tends Report to access the full infographic.
Meet the Baby Boomer shopper
They are the least trusting of Black Friday and Cyber Monday deals, with only 38% saying they trust retailers’ offers and prices. They’re also the generation most likely to avoid shopping with an online retailer if they don’t trust the delivery or returns provider.
Head to page 51 of the 2025 E-Commerce Tends Report to access the full infographic.
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.
