Wondering how online shopping is evolving?
We know, and we can reveal the secret to you with pleasure. We’ve created a unified list based on insights from the DHL 2024 E-commerce Trends Report, Mintel 2025 Global Consumer Trends Report, and data from Statista and DMEXCO.
They all provide fascinating observations into the habits shaping today’s shoppers.
From delivery preferences to social media’s growing influence, this unified report highlights what really matters to consumers. Let’s dive into these trends and see how businesses can respond effectively.
Top e-commerce trends among online shoppers
E-commerce thrives on one promise: convenience.
With more regions gaining internet access, consumers worldwide are discovering the ease of online shopping. But as we all know, everything is changing, and so too is the online shoppers’ approach to shopping.
Fortunately, based on past behavior, extensive research, and expert insights, we can point out upcoming trends.
Here are the top 15 highlights.
The demand for free delivery
Did you know that 67% of online shoppers think about free delivery as a top priority? It’s no surprise, considering the growing expectation for cost-effective and convenient options.
Source: DHL 2024 E-commerce Trends Report
Moreover, high delivery fees are a major frustration, with 41% abandoning their cart over this issue. Those who incorporate delivery charges into product pricing or provide free shipping codes will see better results.
Source: DHL 2024 E-commerce Trends Report
So what should you do? Cater to this need to reduce cart abandonment and build trust.
Comfort at home
Is home the new shopping hub? As Mintel points out, people increasingly see their homes as spaces for both productivity and indulgence. Post-pandemic, 79% of UK adults invest in small home upgrades rather than large renovations. What matters now is items that look aesthetic and still are functional. They gain popularity because they just bring joy to everyday routines.
Source: Mintel 2025 Global Consumer Trends Report
For brands, this shift means creating products that transform mundane activities into experiences. Whether it’s a beautiful tea set or smart appliances, consumers want items that make life at home more meaningful.
See? Offering products that blend functionality with self-care is a win-win!
Fashion and electronics still leads
In B2C, fashion and consumer electronics still remain the powerhouses of e-commerce. They contribute the largest share of global online retail sales. These categories thrive because they cater to universal needs: style and technology.
Emerging trends, like wearable tech in fashion or smart home gadgets in electronics, are further fueling their dominance. Additionally, online-exclusive collections and early access sales are enticing consumers to shop digitally rather than in-store.
The clue is: if you want to succeed in e-commerce, you can tap into these categories and stay ahead by offering competitive quality or pricing.
Rise of social and conversational e-commerce
Social media is now a shopping hub. Globally, 50% of consumers have made purchases via social platforms, with TikTok leading the charge in Thailand, where 70% of shoppers buy directly.
Source: DHL 2024 E-commerce Trends Report
With the social commerce market projected to reach $2 trillion by 2025, brands can’t afford to miss this trend.
In addition, as Artjem Weissbeck highlighted, conversational commerce adds an interactive layer here, particularly through tools like WhatsApp. Unlike traditional campaigns, messaging apps foster more intimate customer-brand connections.
How can brands tap into this?
By integrating social touchpoints seamlessly into the shopping journey and focusing on tailored, ongoing conversations.
Loyalty through perks
What if you want to make your customers more loyal to your brand? Financial incentives like discounts (77%), reduced prices (85%), and loyalty programs (63%) are key to engaging shoppers.
For example, spending rewards motivate 68% of consumers. On the other hand, personalized shopping experiences appeal to over 56% and show how well-targeted offers can deepen connections with your audience.
Source: DHL 2024 E-commerce Trends Report
Tradition meets transformation
Global instability is changing consumer values, blending the old with the new. Many people look to brands for convenience but still value the old days. This means that products need to be tied to tradition, yet adapted to modern needs. For example, look at eco-friendly packaging or innovative approaches to traditional recipes – they are in demand.
For e-commerce, there’s a real opportunity to build trust by showcasing how your products honor the past while addressing today’s challenges. The best solution may be innovations created in collaboration with AI.
After all, companies willing to adapt quickly to technological shifts will lead the pack in 2025.
Mobile-first shopping
With 57% of shoppers browsing and buying via smartphones, mobile optimization is more than just crucial. Retailer apps are gaining popularity for their ease of navigation and exclusive deals, with 22% using them regularly.
Source: DHL 2024 E-commerce Trends Report
What’s more, voice assistants are becoming a preferred tool for younger audiences, with transaction values expected to grow by 630% (!) between 2020 and 2025.
Source: DHL 2024 E-commerce Trends Report
Going further, Statista data shows that m-commerce is revolutionizing online shopping, with 80% of retail website visits globally now coming from smartphones. Asia leads this trend, with China and South Korea driving over 70% of their online sales via mobile devices.
Isn’t it time to make mobile a key focus for your business?
Flexible delivery options
Shoppers love options – that’s also clear. And offering choices like parcel lockers, rescheduling, or free vs. same-day delivery at a cost can improve satisfaction. 66% of consumers say their delivery provider impacts purchase decisions, and 65% want to know who the provider is before committing.
Source: DHL 2024 E-commerce Trends Report
So, ensuring reliable and flexible options is critical for maintaining a competitive edge.
Self-expression fuels spending
Here’s something interesting: 67% of U.S. adults say self-expression influences their purchases. From custom sneakers to one-of-a-kind home decor, shoppers want items that reflect their personalities.
Source: Mintel 2025 Global Consumer Trends Report
But it’s not just about individuality. It’s about storytelling.
Consider how platforms like Etsy thrive by enabling makers and buyers to connect over unique creations. For brands, the takeaway is clear: prioritize products that let customers tell their own stories.
Could personalized options be the edge you need in 2025?
Marketplace dominance
Marketplaces like Amazon (51%), Shein (24%), and Temu (18%) dominate globally due to their trusted reputations and convenience. These platforms are not just stores. They’re ecosystems where consumers search, compare, and buy with ease. Shein is particularly popular in UAE and Morocco, while Temu excels in the USA and the Netherlands.
Source: DHL 2024 E-commerce Trends Report
And what’s interesting, Statista agrees with Amazon’s dominance. Only in the six months prior to December 2023, Amazon registered a staggering 6.1 billion visits to its U.S. site.
The conclusion for you? Leveraging these platforms can help brands reach wider audiences and improve credibility.
Emotional loyalty in a competitive market
So, with low-cost providers like Temu shaking up the market, brands can’t rely solely on price. The solution?
Emotional connections that keep customers loyal.
Creating memorable experiences through personalized touchpoints and high-quality service is now essential, especially for engaging Gen Z. As Livia Mitschke-Collande pointed out, younger audiences are drawn to brands that align with their habits and values.
For e-commerce players, this means going beyond transactions. Therefore, bet on exclusive loyalty perks, interactive campaigns, or storytelling that resonates.
Wouldn’t it be great to focus on the emotional side of shopping to stand out in a crowded market?
Email engagement with incentives
Email newsletters remain effective, with 59% subscribing to receive discounts and rewards. Offering personalized recommendations or exclusive previews can further enhance engagement.
Source: DHL 2024 E-commerce Trends Report
This trend shows how well-crafted email campaigns can nurture relationships and drive conversions.
GenAI for personalized shopping
With GenAI, personalization is reaching new heights. Imagine a shopping assistant that doesn’t just understand your preferences but anticipates them. GenAI tools are making this a reality by refining product searches and delivering hyper-specific recommendations.
As Livia Mitschke-Collande from Google shared, the “exactly what I want” trend is gaining traction as shoppers demand precise solutions.
Brands leveraging GenAI effectively are already seeing benefits, from reduced bounce rates to higher cart values. Don’t you think offering tailored options is becoming less of a luxury and more of a necessity in today’s competitive market?
Fear of the future and the impact on purchasing decisions
Environmental, technological, and demographic changes are profoundly shaping shopping habits. Thus, 78% of Japanese adults believe preparing for uncertainties early is necessary. On the other hand, as automation evolves, 63% of U.S. adults worry about technology displacing human jobs, which adds economic anxieties to the mix.
Source: Mintel 2025 Global Consumer Trends Report
These concerns drive consumers to prioritize products that offer durability, sustainability, and adaptability.
For e-commerce brands, the opportunity lies in offering practical, future-proof solutions. Think of modular furniture that can survive a flood or durable outdoor gear suited for shifting weather conditions. Highlighting eco-friendly practices or community-driven initiatives can also resonate with shoppers navigating uncertain times.
Focus on sustainable practices
Sustainability continues to influence shopper behavior. Customers increasingly value eco-friendly packaging and carbon-neutral deliveries. Thus, parcel stations are becoming a preferred choice for delivery worldwide. Why? They offer convenience while addressing sustainability concerns, which are at the top of eco-conscious consumers’ minds.
The case is that for businesses, offering green delivery options isn’t just good PR anymore. This should be a strategy perfectly aligned with customer values. As sustainability takes center stage in e-commerce, integrating such options could set your brand apart.
Be the change in the future
E-commerce has come a long way, hasn’t it?
Just a decade ago, we were excited to buy books and gadgets online. Now? Everything from groceries to custom sneakers appears at our doorstep with a click. Online shopping is spinning faster than ever, and keeping up feels like running to catch a train that just doesn’t stop.
But here’s the thing: shoppers today aren’t just hunting for deals. They want connection.
They want to connect where they are. Not just geographically, but emotionally, technologically, and practically.
They want their purchases to mean something, to solve problems, to make life easier, or just a little more joyful.
And honestly, can we blame them? Whether it’s free delivery that feels like a small victory or personalized recommendations that scream, “This was made for you,” online shopping is a deeply personal experience now.
What’s fascinating is how much shoppers care about the world, too. Brands need to step up and align with their values.
And let’s not forget the emotions. Loyalty is about how a brand makes you feel. It’s in the way a chatbot helps you solve a problem or how a product fits into your life effortlessly. That’s where the magic happens.
But as always, challenges persist and it’s so necessary to know how to adapt. Global instability, rapid technological advancements, and shifting consumer expectations mean businesses must stay agile. Yet, therein lies the opportunity. By leveraging technologies like AI and prioritizing sustainable practices, you can address immediate demands while building trust for the long term.
And isn’t trust the ultimate currency in e-commerce?
So here we are, heading into a future of e-commerce that’s smarter, faster, and more human. And isn’t that what shopping has always been about?
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