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DHL Study Reveals U.S. E-Commerce Businesses’ Holiday Priorities

Press Release: Weston, Fla., November 4, 2025

U.S. retailers lean into free delivery, AI, and domestic logistics to meet rising consumer expectations amid global uncertainty.

DHL eCommerce shares exclusive insights from its 2025 E-Commerce Trends Report: Business Edit U.S. findings. The findings from 300 U.S. business-to-business (B2B) and business-to-consumer (B2C) online merchants reveal how businesses are preparing for peak season and what matters most during this critical time of year. From Black Friday to seasonal spikes, U.S. retailers are prioritizing free delivery and returns, using AI, and most orders are shipped domestically.

“Despite a challenging landscape shaped by global geopolitical shifts, U.S. online retailers are showing remarkable resilience and innovation this holiday season. Our latest study reveals that businesses are doubling down on what matters most: free delivery, trusted pricing, and AI-driven personalization,” said Scott Ashbaugh, CEO, DHL eCommerce Americas. “It’s clear that agility, customer trust, and smart technology are driving success in today’s dynamic e-commerce environment.”

10 Key Findings:

  1. Seasonal and religious holidays are key sales drivers, with over 57% of online businesses reporting increased activity.
  2. Black Friday and Cyber Monday remain critical, with 55% of retailers reporting significant sales impact. Over 50% of businesses saw increased Black Friday and Cyber Monday sales from 2023 to 2024.
  3. 77% of respondents said customers completely and mostly trust their e-commerce offers and pricing during Black Friday and Cyber Monday.
  4. Nearly 67% of orders are sent domestically, highlighting the importance of local logistics and fast delivery. Of those businesses that do sell internationally, 60% sell to Canada and 55% sell to the UK.
  5. 52% of retailers offer free delivery as the tactic most commonly used to aid cart/basket conversion on their e-commerce platform.
  6. 86% of merchants believe that free delivery or returns improve their business sales.
  7. 43% of online retailers are using AI-powered product recommendations and real-time inventory updates across their e-commerce platforms.
  8. 77% of e-tailers sell on their own e-commerce website, followed by 69% on social media and 67% on marketplaces.
  9. Average return rate is 13%, suggesting low return volumes—possibly due to high satisfaction or underreporting.
  10. Only 31% of businesses find it easy to switch delivery or returns providers, highlighting a need for more flexible logistics solutions.

DHL eCommerce supports U.S. B2C online retailers during the holiday season with scalable logistics solutions, including domestic and cross-border shipping at an affordable cost. With a network of 19 U.S. distribution centers, including three international gateways, DHL eCommerce focuses on delivering a reliable and sustainable service.