AI-powered tools and social media are changing the way people shop online, according to DHL’s new E-Commerce Trends Report 2025, which surveyed 24,000 online shoppers in 24 countries.

The report highlights four major trends: AI-driven shopping features, the rapid growth of social commerce, the continued importance of delivery and returns, and a shift toward more sustainable shopping.

“It’s important to recognize that there isn’t just one type of online shopper or one type of market. The reasons for cart abandonment can vary widely,” said Pablo Ciano, CEO of DHL eCommerce. “Our E-Commerce Trends Report analyzes the trends and developments shaping online shopping worldwide to help our customers grow their businesses. Logistics plays a crucial role in this process, and we see ourselves as a vital partner, offering our customers relevant insights, expertise, and solutions to drive their success.”

AI is changing the way people shop

AI is becoming a key part of the online shopping experience. The report found 7 in 10 shoppers want retailers to offer AI-powered features such as virtual try-ons, AI shopping assistants, and voice search. Voice shopping is already on the rise, with 37% of global shoppers — and nearly half of social commerce users — making purchases using voice commands.

Social media is now a shopping destination

Shoppers are increasingly buying through social media apps like TikTok, Instagram, and Facebook instead of traditional e-commerce websites. Seventy percent of global shoppers have already made a purchase through social media, and they expect these platforms to be their main way to shop by 2030. Viral trends and social buzz also matter; 82% of shoppers say they influence buying decisions.

Delivery and returns still drive conversions

Basic delivery and return options remain top priorities despite all the tech advancements. Eighty-one percent of shoppers will abandon a cart if their preferred delivery option is missing, and seventy-nine percent will leave if the return process doesn’t meet their expectations. Trust is also key—three out of four shoppers won’t buy from a retailer if they don’t trust the delivery or returns provider.

Shoppers expect more sustainable options

Sustainability is no longer just a nice-to-have. Globally, 72% of shoppers consider sustainability when shopping online, and 1 in 3 have abandoned a cart over sustainability concerns. That number jumps to nearly 1 in 2 among Gen Z shoppers. More than half of shoppers also buy used or refurbished goods, and 58% are open to recycling or buy-back programs from retailers.

Looking ahead, DHL predicts that social media sales alone will reach $9 trillion by 2030, more than 12 times current levels. Retailers that embrace technology, focus on sustainability, and understand what shoppers want will be best positioned to succeed.