Ecommerce in 2025 equals culture. It’s the endless scroll on a lunch break, the late-night TikTok “get ready with me” haul, and the split-second checkout powered by facial recognition. Nowadays, the boundaries between social media, entertainment, and shopping have collapsed into one seamless feed, where the next purchase is always just a swipe away.
According to the DHL E-Commerce Trends Report 2025, more than half of global consumers currently shop online at least once a week, and nearly three-quarters say they expect fast, free, and flexible delivery as the bare minimum. From ultra-personalized AI shopping assistants to the rise of circular commerce, the landscape is shifting fast. Shoppers want value, but they also want ethics. They crave speed, but not at the planet’s expense. And if your checkout button doesn’t offer their preferred payment method, they’ll ghost you—digitally, of course.
These new ecommerce trends are forcing brands to adapt at unprecedented speed. In this environment, understanding the new rules of engagement is a strategic imperative for any brand that wants to stay relevant.
Click, cart, convert—or not
Welcome to the era of hyper-demanding online shoppers, where cart abandonment is a global pastime and checkout requires the finesse of a Netflix recommendation algorithm. According to the report, one in two shoppers makes an online purchase at least once a week. But here’s the catch: while 58% of shoppers browse at least two to three times a week, only 27% actually buy. That’s a lot of digital window shopping.
And why the hesitation? Blame it on delivery fees, missing payment options, or unexpected customs charges. In fact, a staggering 81% of shoppers say they’ll walk away from their cart if their preferred delivery option isn’t available, while 79% of shoppers will do the same if their preferred returns option is missing. In Europe, frustration runs high, particularly in Turkey (50%), Austria (46%) and Spain (46%), where shoppers balk at having to pay for returns.
The shipping experience is not the only dealbreaker. Product descriptions matter, too. Shoppers in Malaysia (67%), China (65%), and Nigeria (65%) say better product information would boost their confidence to buy and reduce the likelihood of returns. The takeaway? In a world of snap decisions and AI-generated product copy, clarity still counts.
The social media generation
Forget malls. Shopping now happens mid-scroll, mid-scroll again, and then finally during a livestream. 7 in 10 shoppers have made a purchase through social media, with Gen Z leading the charge on TikTok and Instagram. For Millennials, Facebook and YouTube still dominate. In China, Douyin (89%), WeChat (75%), and Little Red Book (66%) are the platforms of choice.
Social commerce generated an estimated $571 billion in 2023 and is forecast to exceed $1 trillion by 2028, as platforms evolve into full-service retail ecosystems. Now, it’s shopping, payment, delivery tracking, and customer service, all within the same app—yet another chapter in the evolution of new ecommerce trends redefining global e-shopping.
Take Shein, for example. The Chinese fast-fashion juggernaut has become a Gen Z darling by mastering TikTok virality and the impulse-friendly UX of short-form shopping. Meanwhile, Instagram Shops blur the line between inspiration and transaction, especially in beauty and fashion.
What’s fueling all this? Trends and trust. According to the DHL report, 82% of shoppers say viral products influence their decisions, and 2 in 3 are interested in livestreamed shopping events. Meaning: The algorithm dictates demand. And for brands, being discoverable means being scrollable.
The instant gratification economy
The “Buy Now, Pay Later” (BNPL) phenomenon is one of the clearest signals of new ecommerce trends reshaping how consumers approach shopping. Globally, 50% of online shoppers now use BNPL, with usage skyrocketing among Gen Z (59%) and Millennials (46%). If retailers aren’t offering BNPL at checkout, they’re likely leaving as much as 46% of potential sales on the table.
Today’s consumers expect flexibility, instant approvals, and zero friction in their payments. 1 in 3 shoppers has already abandoned a cart because their preferred payment method wasn’t available—a stark reminder that even small friction points at checkout can kill the sale.
That’s where players like Klarna have rewritten the rulebook. Once a pure BNPL provider, Klarna has evolved into a full-service ecommerce ecosystem: AI-powered personalized shopping feeds, influencer storefronts, price-drop alerts, virtual try-on features, and even in-app resale marketplaces. In Klarna’s world, the transaction is just one part of an ongoing, data-driven customer journey designed to maximize lifetime value.
The rapid growth of BNPL services has, however, brought challenges. Klarna reported a 17% increase in consumer credit losses year-over-year, totaling $136 million, as more users missed payments. The percentage of unpaid loans rose from 0.51% to 0.54%, indicating that some consumers may be overextending themselves financially.
For retailers, this new ecommerce trend requires a shift in mindset: payment flexibility needs to be part of the shopping experience from the very first click.
The eco-conscious cart
Sustainability has become a central concern for online shoppers. 7 in 10 consumers consider it important when making an online purchase, and 1 in 3 has abandoned a cart due to sustainability concerns. Notably, shoppers in Nigeria, India, and Brazil are among the most environmentally motivated. And the momentum is only growing: 55% of shoppers say sustainability will become even more important to them over the next five years, according to the DHL report.
Delivery choices also play a significant role in purchasing decisions. 57% of shoppers want to know the environmental impact of their delivery before clicking “buy now.”
Patagonia has built sustainability into its business model from the start. Its Worn Wear® program, launched in 2012, encourages customers to trade in, repair, and purchase used Patagonia gear, promoting a circular economy and actively reducing waste. But the company’s sustainability play goes far deeper. In 2022, billionaire founder Yvon Chouinard made headlines by giving away the company to a charitable trust, pledging that any profit not reinvested into the business would go toward fighting climate change. Today, Patagonia’s website boldly states: “Earth is now our only shareholder.”
As environmental concerns increasingly shape buying decisions, retailers who embed real sustainability into their operations will be better positioned to secure long-term customer loyalty and future-proof their business.
AI-powered shopping: From hype to habit
AI is ecommerce’s newest MVP. The DHL report reveals that 7 in 10 shoppers want retailers to offer AI-powered features, especially virtual try-ons (77%), AI shopping assistants (76%), and voice-enabled product search (72%) to enhance their online shopping experience.
The AI-powered ecommerce market is projected to expand significantly, from $7.25 billion in 2024 to $17.33 billion by 2028, reflecting the growing reliance on AI technologies in the retail sector.
The momentum is already clear. Luxury conglomerate Kering has partnered with Google to develop AI-powered smart glasses using Android XR. This collaboration aims to merge high-end eyewear design with advanced AI features, offering users personalized, intuitive interactions.
In the beauty industry, Perfect Corp, a global SaaS artificial intelligence and augmented reality company in New York, has been a pioneer in integrating AI into the shopping experience. The company developed the first real-time makeup virtual try-on powered by machine learning and has partnered with brands like Google and Snapchat to offer shoppable AR beauty experiences. In 2024, Perfect Corp reported a 12.5% year-over-year revenue increase, reaching $60.2 million, highlighting the growing consumer demand for AI-enhanced shopping tools.
“When we started, the term ‘Beauty Tech’ did not exist, but now it’s a coined term in the beauty industry for AI/AR innovations. Perfect Corp. is proud to be the key driving force behind advancements in beauty tech and has transformed consumer interactions with beauty, skincare, and fashion categories, empowering them to try and discover new products with confidence,” its CEO and Chairwoman, Alice Chang declared about the company’s commitment to innovation.
And the list keeps growing, as brands across categories race to embed AI into every step of the customer journey—whether it’s personalized product recommendations, predictive inventory, or virtual assistants that transform browsing into buying.
Cross-border retail is in, but trust is king
3 in 5 shoppers buy from retailers outside their home country, with 1 in 3 doing so at least once a month. However, 7 in 10 say they’ll only purchase from countries they trust. The most trusted nations? The U.S., UK, Germany, and Australia. But pricing and delivery expectations vary dramatically, making localized strategies essential.
Lower prices are the main reason shoppers look beyond their own country, especially in the Czech Republic and Brazil (62%), followed by Sweden (60%), and Argentina and France (59%).
What’s holding consumers back is primarily fear of fraud, which is highest in South Africa (69%), Malaysia (66%), Nigeria (65%), and Argentina (64%). Cross-border shoppers are also more likely to rely on reviews and social proof to guide their decisions, often engaging with influencer content and live-shopping events to learn more about products.
3 in 10 say that clear customs information would improve their cross-border retail experience, while 50% state that secure payment options or buyer protection would encourage them to buy from abroad.
Beyond the cart: What we learned
Between AI-fueled recommendations, eco-driven cart choices, and the TikTokification of retail, it’s clear that the new ecommerce trends are reshaping the entire competitive landscape. Shoppers want speed, convenience, ethics, and a little entertainment, but they also expect retailers to anticipate their needs, remove every point of friction, and deliver a personalized, seamless experience every time.
So… is your business ready to make the leap from clicks to loyalty?
