DHL publishes report on online shopping trends in 2024

The first chapter highlights the trends shaping today’s e-commerce landscape, based on a study of consumers in Sub-Saharan Africa (SSA). The results show the growing popularity of social commerce, with around 75% of SSA online shoppers using a smartphone as their primary shopping device.

App-based platforms like Shein and Temu have gained huge popularity across sub-Saharan Africa due to their wide range of products at affordable prices. In addition, 71% of shoppers in sub-Saharan Africa emphasize the importance of knowing the delivery provider before buying.

“Our Online Shopper Trends report aims to assess how people shop online and understand what causes them to abandon their shopping carts. High shipping costs, long shipping times, having to pay for returns, too little product information and too few product images are some of the top reasons cited by shoppers around the world. Offering reliable delivery and returns can help resolve shopper frustrations and improve their experience.

In Sub-Saharan Africa, consumer purchasing patterns are being influenced by social and technological trends, including social media. People also want to know who their supplier is before they make a purchase. By understanding these emerging trends in the e-commerce landscape, DHL is well-equipped to adapt its services and provide unique solutions to meet the changing needs of our customers around the world,” said Amadou Diallo, CEO DHL Global Forwarding MEA.

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, allowing users to buy products directly through networks like Instagram and Facebook.

Sales via social media platforms are expected to reach $2 trillion by 2025, up from $700 billion in 2024. That would represent about a twelve-fold increase in six years.

Along with this, there is also a shift in preferred devices for online shopping. The majority of online shoppers in Sub-Saharan Africa (75%) prefer to browse and purchase products on their smartphones, using them as their dominant display and shopping device. Of course, this also has an impact on the presentation of products and the structure of online stores.

The SSA phenomenon of app-based marketplaces has seen an extraordinary rise in popularity, with Shein and Temu leading the way. What these platforms have in common is the everyday appeal of offering online shoppers a huge range of products seamlessly integrated with user-friendly mobile apps.

Shein is extremely popular with customers in South Africa, while Temu has gained a lot of popularity among customers in the United Arab Emirates.

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 60% of shoppers abandoning purchases due to high shipping fees.

Moreover, 71% of SSA customers emphasize how important it is to get to know the courier company 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.

Download the 2024 Online Shopper Trends Report.