The 2025 E-Commerce Trends Report: Business Edition by DHL reveals how digital transformation, sustainability, and AI are redefining global e-commerce. Drawing insights from 4,050 businesses across 19 countries, the study identifies five key developments shaping the sector: technological acceleration, omnichannel selling, sustainable operations, new payment and subscription models, and evolving B2B expectations.
Technology and AI
Artificial intelligence is now embedded in e-commerce operations. Over half (53%) of global retailers use AI across their platforms, mainly for personalization, content generation, analytics, and customer service. Larger firms are especially advanced—two-thirds use AI in third-party tools, and nearly 60% apply it to personalize apps or websites. AI-powered recommendations and real-time inventory updates are rapidly becoming standard. Retailers that fail to integrate AI risk falling behind as customers increasingly expect smarter, faster, and more intuitive online experiences.
Omnichannel and social commerce
E-commerce has become a multi-platform ecosystem. Large retailers sell on five or more channels, including branded apps, social media, and marketplaces. Social commerce continues to surge, with 87% of businesses maintaining at least one social media profile. Instagram, TikTok, and Facebook are driving traffic and conversions. Short-form video, shoppable posts, and influencer partnerships are now core marketing tools. For small and medium-sized enterprises, social platforms double as storefronts and customer-service channels. Cart abandonment, often due to limited payment options or high delivery costs, remains a significant pain point—solved increasingly through faster delivery and value-added offers, such as gifts or discounts.
Sustainability and circularity
Sustainability is no longer optional. 85% of global retailers say it’s integral to their strategy, and 60% use eco-friendly packaging. Many are eliminating plastics, providing recycling instructions, and offering repair, buy-back, or resale options. Still, only about a third of retailers sell refurbished or recycled goods—far behind consumer demand, as more than half of shoppers buy second-hand items for sustainability reasons. Circular business models are spreading fastest among wholesale distributors and manufacturers, who combine product longevity with new revenue streams.
Delivery, speed, and customer experience
Fast, reliable delivery remains a decisive factor. Large companies often emphasize next-day and tracked shipping, while smaller retailers rely on out-of-home delivery networks, such as parcel lockers and service points. Globally, 55% of retailers view out-of-home delivery as essential for securing repeat business, and over half of customers return items this way. Offering free or low-cost delivery still drives conversions, but rising logistics expenses prompt many to incorporate these costs into product prices.
Payments and subscriptions
Payment flexibility is evolving fast. Digital wallets (81%), Buy Now Pay Later (38%), and real-time payments are becoming mainstream, while biometric authentication and blockchain-based payments are on the horizon. For many retailers, how customers pay is now as critical as what they buy—since payment friction remains a key cause of cart abandonment. Subscriptions are another growth engine: 60% of businesses offer product or logistics subscriptions, which provide predictable revenue and foster customer loyalty.
The rise of B2B e-commerce
B2B sellers are rapidly adopting digital tools once reserved for consumer markets. 61% already use AI, 64% offer product subscriptions, and 75% expect marketplace sales to rise by 2030. Business buyers are increasingly expecting the same level of convenience as consumers—personalized offers, transparent pricing, and fast returns. Nearly three-quarters of B2B e-commerce retailers now sell cross-border, with free or sustainable delivery seen as crucial to customer retention.
Black Friday and peak events
Seasonal sales events, such as Black Friday, remain central, with 84% of global retailers expected to participate in 2025. Large enterprises and hybrid sellers see the most significant gains, reporting 60–70% growth compared to previous years. Yet sustainability and customer trust are increasingly shaping how promotions are run.
Conclusion
The 2025 DHL report paints an optimistic but competitive picture: e-commerce businesses that combine data-driven intelligence, sustainable practice, and customer-centric flexibility will define the next growth wave. AI and automation will power efficiency, but long-term success depends on building trust, transparency, and purpose across every channel; from checkout to circularity.