DHL has released its E-Commerce Trends Report 2025, drawing on insights from 24,000 online shoppers across 24 key global markets, including South Africa. This year’s study spans eight chapters, featuring six shopper types and four generational segments, all highlighting how evolving consumer expectations are reshaping the future of online retail. While the report covers everything from cross-border purchasing to shoppers’ views on sale days like Black Friday, four findings stand out in particular: the way AI and social commerce are transforming online shopping, the essential role that delivery plays in cart conversion, and sustainability shaping loyalty. 

‘Our E-Commerce Trends Report analyses the trends and developments shaping online shopping worldwide to help our customers grow their businesses. When e-commerce was in its infancy, customers were happy to wait days for deliveries, and now customers want to choose their delivery windows and select delivery options that suit them best. In addition, the rise of a consumer who is concerned about their impact on the environment means that sustainability is also central to purchasing decisions. As a global leader in the industry, we are ready to offer the end customer the flexibility and convenience that they need, while providing the merchant with speed to market, in a sustainable way,’ said Hennie Heymans, CEO DHL Express SSA.

Shopping powered by AI: Smarter Journeys, Higher Expectations

Advancements in generative AI are ushering in the next industrial revolution. But how will AI impact online shopping? DHL's latest e-commerce trend report reveals that AI is one of the most highly anticipated and demanded innovations among consumers, with 76% of shoppers in South Africa wanting retailers to offer AI-powered shopping features. Virtual try-ons, AI-powered shopping assistants, and voice-enabled product search top the list of features consumers actively want to use. Shopping via voice commands is already on the rise, with 1 in 4 South African shoppers making purchases hands-free. As digital expectations rise, so does the demand for intuitive, tech-enabled shopping journeys that blend utility with delight.

Social Commerce Becomes the New E-Commerce

The traditional e-commerce website is increasingly being replaced, or bypassed, by social platforms. Consumers are turning to apps like TikTok, Instagram, and Facebook not just for discovery, but for purchase. 77% of South African shoppers say they have already made a purchase via social media, and 78% expect these platforms to become their primary shopping destination by 2030. 

The power of influence also plays a critical role: 80% of South African shoppers say viral trends and social buzz influence their buying decisions. Facebook in particular, is driving change in South Africa, where 65% of online shoppers report buying through the app. This shift signals a major transformation in how and where brands need to engage with their audiences, and calls for seamless, mobile-native experiences built for in-app conversion.

Delivery and Returns: The Ultimate Conversion Drivers

While new technologies continue to transform the digital shopping experience, it’s the fundamentals of delivery and returns that remain the biggest drivers of cart abandonment. Shoppers aren’t willing to compromise when it comes to convenience, flexibility, and control. In fact, 80% of South African consumers say they will abandon their purchase if their preferred delivery option isn’t available. Just as critically, 80% will leave if the return process doesn’t match their expectations. Trust also plays a major role, with 86% of South African shoppers reporting that they will not buy from a retailer if they don’t trust the delivery and returns provider. These expectations emphasise the importance of transparent, customer-centric logistics strategies, not just as an operational concern, but as a core part of the conversion funnel.

Sustainability and the Circular Economy: From Buzzword to Bottom-Line Impact

Sustainability has evolved from a brand differentiator into a core consumer demand. In South Africa 83% of shoppers now consider sustainability when making online purchases. This goes beyond packaging or shipping — 1 in 3 shoppers have actively abandoned their carts due to sustainability concerns. 

South African consumers are also embracing more circular models of consumption, with 53% opting for pre-owned or refurbished goods, motivated by both environmental values and cost efficiency. Additionally, 73% of South African shoppers express willingness to participate in recycling or buy-back programs offered by retailers. These behaviours point to a growing expectation that brands will not only reduce their footprint, but also actively empower consumers to shop more sustainably.

As we look towards 2030, these insights provide a clear roadmap for retailers aiming to capture the attention of today's diverse shopper demographics. By embracing technology, prioritising sustainability, and understanding the evolving preferences of consumers, businesses can transform challenges into opportunities.