The 5 key trends shaping online shopping

New DHL research uncovers what makes today’s online shoppers click ‘buy now’ – and how e-retailers can stay ahead in a changing market.

With the rise of social commerce and online marketplaces, online shopping is rapidly expanding and transcending borders. Research shows that global e-commerce sales will likely surpass US$3 trillion (€2.76 trillion) in 2024 alone.
In this fast-evolving business landscape, e-tailers that grasp the key drivers of online purchasing behavior gain a competitive edge. Equipped with the latest insights, they can fine-tune their strategies to meet customer expectations and maximize sales.



In early 2024, DHL surveyed more than 12,000 shoppers in 24 key e-commerce markets to understand how purchasing behaviors are evolving and what today’s shoppers expect when they go online. Read on to discover five key insights online retailers must focus on to achieve successful customer journeys, grow their businesses, and lock in loyalty.

MORE PEOPLE ARE SHOPPING VIA SOCIAL MEDIA PLATFORMS

As DHL’s research highlights, sales are no longer just being made on websites. Online marketplaces and social media platforms are rapidly evolving into major shopping destinations. With one in two people worldwide now buying products directly via social media, social sales are projected to reach US$8.5 trillion (€7.82 trillion) by 2030 – up from an estimated US$700 billion (€643.65 billion) in 2024.



Globally, social media shoppers are outspending the average buyer, with four in five purchasing internationally at least once a month. They also buy more cosmetics, food, and beverages than typical global shoppers, making a robust social presence a critical opportunity for retailers in these sectors.

Asia Pacific is at the forefront of this trend. This is not surprising – multiple markets here generate the world’s highest e-commerce revenue, driven by rapidly increasing digital penetration and a growing population of young, digitally savvy consumers. Customers are using social media for browsing inspiration and purchases. DHL found that Thailand leads the top five countries of users to do so at 59 percent, with China following closely at 53 percent, and Malaysia ranking fourth with 46 percent.



DHL also found that smartphones are now the dominant shopping and browsing tool, with 57 percent of online shoppers worldwide using their smartphone as their primary purchasing device. This has clear implications for how e-retailers present their products and online stores. For example, by adopting a streamlined, easy-to-navigate mobile interface, businesses can improve customer navigation, reduce friction in the buying process, and enhance the overall user experience, leading to higher conversion rates.

CROSS-BORDER SHOPPERS WANT FREE RETURNS AND SECURE PAYMENT OPTIONS

For e-commerce businesses with an international outlook, the good news is that 55 percent of the world’s online shoppers are happy to buy across borders.
Finding lower prices is a major incentive. 53 percent of shoppers globally cite this as their top reason for shopping abroad, while 42 percent say they’re motivated to access a wider choice of products.



At the same time, concerns over secure payment options are deterring many shoppers from making cross-border purchases.
49 percent of surveyed shoppers noted fear of fraud as their biggest barrier to buying from abroad. Other significant concerns are long delivery times and paying for returns, with 48 percent of shoppers saying free returns would encourage them to buy from different countries.

PEOPLE CARE ABOUT THE ENVIRONMENTAL IMPACT OF THEIR ONLINE ORDERS

DHL’s report also uncovered other valuable insights. For example, 52 percent of shoppers across the globe say they buy something online at least once a week, with clothing and footwear topping the list of popular products. That is followed by consumer electronics (34 percent), cosmetics (30 percent), and food and beverages (29 percent).
With sustainability becoming more important to online shoppers, it is also no surprise that more than half (63 percent) of shoppers want transparency about the CO2 emissions involved in cross-border delivery. That increases to 68 percent for shoppers who buy online more frequently – suggesting that the more people buy, the more they care about the environmental impact of their online orders.



This is a particularly significant trend in Asia Pacific. For example, 87 percent of online shoppers in Thailand and 85 percent in India say they would be willing to pay more for green delivery services. That is in line with recent research, which found that while sustainability is rapidly becoming more important to consumers across the region, it carries special weight in fast-growing markets such as Thailand and India, compared to mature markets.
One explanation might be that witnessing the impact of environmental issues firsthand in fast-growing markets makes the threats real and tangible. It also suggests that e-tailers who embrace green delivery solutions to help them embed sustainability into their brand will be in a strong position to differentiate their offerings and gain a competitive advantage.

SHOPPERS EXPECT AFFORDABLE, TRANSPARENT DELIVERY SERVICES

DHL’s findings indicate that today’s online shoppers are highly cost-sensitive, especially regarding affordable delivery options. High delivery costs are a significant barrier to purchase, with 41 percent of online shoppers globally abandoning their shopping carts due to expensive delivery fees. Meanwhile, 67 percent say free delivery would improve their online shopping experience.
At the same time, 65 percent of online shoppers stress the significance of knowing the delivery provider before purchasing – a trend especially prominent in Asia Pacific. For example, 86 percent of shoppers in Thailand, 75 percent in India, and 69 percent in Malaysia say it is important that they know who the delivery provider is before placing an order.



Online shoppers now prioritize transparent, trustworthy delivery more than ever before, underscoring the powerful impact that delivery partners can have on sales.
In this context, how can e-tailers create a seamless delivery experience? DHL’s research illustrates the importance of businesses offering various options at checkout. 54 percent of cross-border shoppers globally abandon shopping carts due to limited delivery options, emphasizing the need for flexible solutions like parcel lockers, pick-up points, and slower but free delivery.