DHL eCommerce: 41% of online shoppers abandon their purchase due to high shipping costs

DHL eCommerce has published the first results of its Global Online Shopper Trends Report 2024 , providing valuable insights into the behaviour of online shoppers worldwide.

Based on a survey of 12,000 consumers from the 24 most important markets worldwide, the first chapter sheds light on trends shaping today’s e-commerce landscape. For example, social commerce, shopping via social media, is becoming increasingly popular, with Asia being considered a trendsetter. 57 percent of online shoppers primarily use their smartphones for shopping. App-based platforms like Shein and Temu are gaining popularity around the world due to their extensive product offerings and low prices. In addition, 65% of global shoppers emphasize how important it is for them to know the delivery service provider.

“With our Online Shopper Trends Report, we cover all major markets in Europe, America, the Middle East, Africa, Asia-Pacific and China. This gives us valuable insights into the behaviour of online shoppers worldwide. A sound understanding of new e-commerce trends, such as the increasing popularity of social commerce or the importance of delivery options in purchasing decisions, is important in order to adapt our service offerings to the changing needs of our customers. With the insights gained from this study, DHL eCommerce is well equipped to dynamically develop its services and provide outstanding tailor-made solutions to its global customers,” said Pablo Ciano, CEO of DHL eCommerce.

The power of social media and smartphones as sales drivers in e-commerce

According to the report, social commerce is becoming an ever-increasing trend in e-commerce. Users buy products directly through networks such as Instagram and Facebook. Sales through social media platforms are expected to reach $8.5 trillion by 2030, compared to an estimated $700 billion in 2024 . This would mean an increase of about twelve times within six years. Asia leads the way in this trend, with countries like China, where 53% and Thailand, where 59% of shoppers shop through social media. This is also accompanied by a shift in the preferred devices for online purchases. Most online shoppers prefer to search for products with their smartphones and then buy directly. 57% use their smartphone as a shop window and primary shopping channel. Of course, this also has an impact on the presentation of products and the structure of online shops.

The global phenomenon of app-based marketplaces has seen a remarkable surge in popularity, with Shein and Temu leading the way. These platforms have created the daily appeal of providing online shoppers with an enormous selection of products through easy-to-use mobile apps. Shein is immensely popular with shoppers in the UAE, Morocco, and Brazil, while Temu has garnered significant attention among shoppers in the US and the Netherlands. In Europe, however, Zalando remains the preferred online marketplace. With the exception of the Netherlands, emerging Asian marketplaces have not yet established a leading position in Europe.

Delivery services as an important success factor of online marketplaces

Today’s online shoppers are very aware of costs, especially when looking for affordable, flexible, and convenient delivery options. High delivery costs are a significant hurdle, with 41% of shoppers even abandoning their purchase due to high shipping costs. In addition, 65% of global shoppers emphasize the importance of knowing the delivery service 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 processing their orders.

About the DHL Online Shopper Trends Report

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

The first chapter of the Online Shopper Trends Report 2024 can be found here: https://www.dhl.com/e-commerce-report