The rise of online sales on social media, sustainable shopping, and cross-border e-commerce is the main finding of the study Online Shopper Trends Report by DHL, the result of a recent survey with 12,000 shoppers across 24 global markets.
“As e-commerce evolves, consumers are becoming more demanding about their shopping experiences. Convenience, transparency, and sustainability are no longer just added benefits but essential elements in the customer journey. Retailers that meet these preferences can increase their conversion rates, retain loyal and satisfied customers. Logistics plays a crucial role in this ecosystem, with 80% of buyers stating that the provider influences their purchasing decisions,” says Pablo Ciano, CEO of DHL eCommerce, responsible for the report.
The research, which analyzes e-commerce consumer habits, details the three main personas emerging from the study. Despite their differences, all are price-sensitive. The report provides tools for online retailers to stand out in this competitive market.
Social Media Shoppers- are dynamic individuals, mostly under 45, who prefer the convenience of shopping on platforms like Facebook, Instagram, and TikTok. With 51% shopping online two to three times a week, they buy clothing, beauty products, and household items. They value personalized experiences, exclusive products, and good service, with 76% considering sustainability important. They seek discounts (80%) and lower prices (90%). Delivery options influence their decisions, and 64% have online shopping subscriptions.
Sustainable Shoppers are environmentally conscious consumers, mostly under 45. They buy clothing, beauty products, and household items online, with 31% shopping two to three times a week. They demand high-quality images and variety for informed decisions. While they value convenience, 73% want to know the CO₂ emissions of deliveries, and 43% accept longer delivery times to reduce their purchases’ carbon footprint. They also seek discounts (79%) and expect sustainable options to become the market standard.
Cross-Border Shoppers are adventurous, mostly under 45, seeking better prices, quality, and unique products abroad. Predominantly in Europe and APAC, 75% buy from international retailers monthly, and 17% weekly. The most purchased items are clothing, electronics, and cosmetics. Costs and delivery options influence their choices, with 38% abandoning carts due to high fees. They are price-sensitive, with 54% shopping abroad to save money and 46% seeking variety.
“At DHL Global Forwarding, we are committed to providing comprehensive international transportation solutions for the e-commerce sector. Our expertise in international freight forwarding, warehousing, customs clearance, and integrated logistics allows us to optimize the entire supply chain, ensuring products reach customers quickly and efficiently,” says Eric Brenner, CEO of DHL Global Forwarding in Brazil.
“Additionally, our advanced IT solutions provide real-time tracking and cargo management, improving the experience for exporters and importers.” According to Eric, the company has been working on solutions that support sustainable measures. “We also focus on sustainable practices, using alternative fuels and optimizing routes to reduce our carbon footprint. With these initiatives, we continue to support the growth of global e-commerce in a responsible and innovative way,” concludes the CEO.
The full report Online Shopper Trends Report by DHL (dhl.com/online-shopper-trends) includes five chapters and 19 country studies (dhl.com/country-reports), covering topics such as e-commerce trends, online shopping, deliveries and returns, cross-border shopping, and consumer profiles. Also check out the chapter “Beyond the Basket” (dhl.com/beyond-the-basket)
