The rise of online sales on social media, sustainable shopping, and online commerce between countries is the main finding of the Online Shopper Trends Report by DHL, the result of a recent survey of 12,000 shoppers in 24 global markets.
“As e-commerce evolves, consumers are becoming more demanding regarding their shopping experiences. Convenience, transparency, and sustainability are no longer additional benefits but essential elements in the customer journey. Retailers that meet these preferences can increase their conversion rate, 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 examines the habits of e-commerce consumers, details the three main personas that emerge from the study. Despite 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, usually under 45 years old, who prefer the convenience of buying through platforms like Facebook, Instagram, and TikTok. With 51% shopping online two to three times a week, they purchase 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 reduced prices (90%). Delivery options influence their decisions, and 64% have online shopping subscriptions.
Sustainable Shoppers are environmentally conscious consumers, mostly under 45 years old. They purchase clothes, 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 valuing convenience, 73% want to know CO₂ emissions from deliveries, and 43% are willing to accept longer waiting times to reduce the carbon footprint of their purchases. They also look for discounts (79%) and expect sustainable options to become a market standard.
Cross-Border Shoppers are adventurous, typically under 45 years old, seeking better prices, quality, and unique products overseas. Mainly in Europe and APAC, 75% buy from international retailers monthly, and 17% weekly. The most purchased products 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% buying 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.
“Furthermore, our advanced IT solutions provide real-time tracking and management of cargo, enhancing the experience of the exporting and importing industry,” Eric said. The company has been working on solutions that contribute to sustainable measures. “We also focus on sustainable practices, using alternative fuels and optimizing routes to reduce carbon footprint. With these initiatives, we continue to support responsible and innovative global e-commerce growth,” the CEO concluded.
The complete report Online Trends Shopper Report from 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, access the chapter “Beyond the Cart” (dhl.com/beyond-the-basket)
