Preparing for the social media shopping phenomenon: DHL on the latest e-commerce trends

Smartphones are becoming the dominant display and shopping device
App-based marketplaces like Shein and Temu are gaining popularity
65% of online shoppers worldwide prioritize researching their delivery service provider before making a purchase

DHL eCommerce has released the first results of its global Online Shopper Trends Report 2024, providing valuable insights into online shopper behavior around the world. The first chapter highlights the trends shaping today’s e-commerce landscape, based on a survey of 12,000 consumers in 24 countries. The results show the growing popularity of social commerce, with Asia leading the trend. Some 57% of online shoppers use their smartphone as their primary shopping device. App-based platforms such as Shein and Temu have gained huge popularity around the world due to their wide range of products at affordable prices. In addition, 65% of global shoppers emphasize the importance of knowing the delivery provider before making a purchase.

“With our Online Shopper Trends Report, we cover all major markets in Europe, the Americas, the Middle East and Africa, as well as Asia Pacific and China. This provides us with key and valuable insights into online shopper behavior worldwide. By understanding emerging trends in the e-commerce landscape, such as the growing popularity of social media shopping or the impact of delivery options on purchasing decisions, we can adapt our services to the changing needs of our customers. Armed with these facts, DHL eCommerce is well-equipped to adapt its services and provide unique solutions to meet the changing needs of our customers around the world,” says Pablo Ciano, CEO of DHL eCommerce.

The Power of Social Media and Smartphones in E-Commerce

According to the report, social commerce is becoming the next big thing in e-commerce. It allows users to buy products directly through networks like Instagram and Facebook. Sales via social media platforms are expected to reach $8.5 trillion by 2030, up from an estimated $700 billion in 2024. This would represent about a twelve-fold increase in six years (1). Asia is leading the way with countries like China reporting 53% and Thailand 59% of online shoppers using social media. Along with this is also a shift in preferred online shopping devices. The majority of online shoppers prefer to browse and purchase products using their smartphones. 57% use their smartphone as their dominant shop window and shopping device. Of course, this also has an impact on the presentation of products and the structure of online stores.

The global app-based marketplace phenomenon has seen a remarkable rise in popularity, with Shein and Temu leading the way. These platforms share the everyday appeal of offering online shoppers a huge range of products seamlessly integrated with user-friendly mobile apps. Shein is extremely popular with shoppers in the UAE, Morocco and Brazil, while Temu has gained significant traction with shoppers in the US and the Netherlands. However, in Europe, Zalando remains the preferred online shopping destination. Outside of the Netherlands, emerging Asian markets have yet to gain a leading position.

Delivery services are a key factor in the success of online shopping

Today’s online shoppers are very cost-conscious, especially when looking for affordable, flexible, and convenient shipping options. High shipping costs are a significant barrier, with 41% of shoppers abandoning purchases due to high shipping fees. Furthermore, 65% of global shoppers emphasize the importance of knowing the delivery provider before making a purchase. This highlights the importance of transparency and trust in the delivery process, as customers want to know the logistics partner responsible for handling their orders.

About the DHL Online Shopper Trends Report

The DHL Online Shopper Trends Report 2024 provides insights into the international e-commerce sector, specific markets and consumer preferences. DHL eCommerce commissioned the study to understand the online shopping habits of consumers worldwide. The 2024 study was conducted in 24 countries (Austria, Czech Republic, France, Germany, Italy, Netherlands, Poland, Spain, Sweden, Turkey, UK, Canada, USA, Argentina, Brazil, Nigeria, South Africa, Morocco, UAE, Australia, China, India, Malaysia, Thailand) and involved 12,000 participants. This year, DHL eCommerce has created a series of chapters, starting with trends that are shaping the e-commerce landscape. The full report is due to be published in autumn 2024.