DHL: APAC Leads AI, Social & Sustainable Ecommerce

DHL's 2025 E-Commerce Trends Report delivers an in-depth examination of ecommerce strategies and operational practices, drawing from survey responses provided by 4,050 businesses operating across 19 global markets between March and April 2025.

The findings point towards a sector experiencing significant transformation, influenced by technological advancement, evolving consumer demands and evolving commercial approaches.

Contemporary ecommerce retailers function within a multi-channel environment where achieving success relies on the integration of varied sales platforms.

According to the report, 63% of global ecommerce businesses conduct sales across a minimum of three online platforms, striking a balance between direct-to-consumer approaches via owned websites and applications alongside marketplace expansion and social commerce implementation.

The outlook for future growth appears decidedly positive, with 81% anticipating that website sales will increase over the next five years, whilst 77% predict growth via marketplaces and 76% through social media channels.

Pablo Ciano, CEO at DHL eCommerce, says: "This report offers a powerful snapshot of how ecommerce is evolving – from AI-driven personalisation and social commerce to the rise of B2B and borderless trade.

"It's not just about trends; it's about transformation and the heartbeat of local and global ecommerce. Businesses are scaling faster, selling smarter and prioritising sustainability like never before."

Primary transformation catalysts encompass artificial intelligence implementation (53% of retailers currently utilise AI), the emergence of subscription models (52% provide product subscriptions) and heightened emphasis on sustainability (85% report it holds importance for their operations).

Cross-border commerce has transitioned into mainstream practice, 64% of retailers conduct international sales, yet logistics complexity and delivery expenses persist as barriers preventing broader global expansion.

Asia-Pacific market dynamics

The Asia-Pacific region represents a critical growth market characterised by distinctive ecommerce patterns. India leads sustainability adoption, with 73% implementing sustainably sourced packaging and 86% offering sustainable delivery options.

Thailand dominates short-form video adoption, where 81% of retailers utilise this format, coupled with the highest TikTok growth expectations at 85% and a preference for complimentary delivery.

Malaysia demonstrates strong Buy Now, Pay Later adoption at 54% of retailers alongside growing Instagram usage, with 65% expecting increased TikTok utilisation. Australia maintains a premium BNPL market with 56% adoption, significant eBay marketplace preference at 81% and robust engagement with circular economy models, where 52% purchase pre-owned items.

Strategic business models and cross-border commerce

Large retailers control approximately 33% of multi-platform strategies, with 54% operating branded applications. These businesses ship an average of 64% of orders internationally and invest substantially in faster delivery, with 58% reviewing app experience monthly.

This segment generates 83% of website sales expectations growth and represents the highest Black Friday performers, where 65% observe increased sales.

Retailers prioritising international expansion navigate complex compliance requirements. According to the findings, 80% maintain IOSS registration, 78% hold EORI numbers and 54% provide Delivery Duty Paid terms.

This segment ships 26-50% of orders internationally on average and employs three or more logistics providers, with 43% utilising multiple partners for delivery and returns optimisation.

The report notes: "Selling across multiple platforms is how retailers reach customers where they choose to browse and buy."

Direct-to-consumer digital operations

Private and white-label sellers lead owned-channel adoption, with 83% operating ecommerce websites and 44% running branded applications. This segment prioritises out-of-home logistics infrastructure, where 59% describe parcel lockers as essential.

These businesses achieve the lowest fraud rates, with fewer than 5% for 59% of sellers, through flexible payment integration – 76% support digital wallets whilst 46% offer BNPL.

Sole traders and micro-businesses demonstrate heavy reliance on marketplaces, at 59% and 63% respectively. These operations focus on operational efficiency through third-party platforms, with solo entrepreneurs expecting 70% marketplace sales growth.

Wholesale distributors lead circular economy initiatives, where 46% sell spare parts, 41% offer pre-owned items and 63% provide local language and currency options.

These businesses align supply chain strategy with environmental impact, demonstrating that sustainability integration could correlate with margin sustainability across enterprise segments.

The report adds: "In the competitive ecommerce market, your logistics offering can be the reason a shopper completes their purchase or clicks away."

The findings establish that successful contemporary retailers combine specialised expertise in specific channels with fundamental logistics excellence and increasingly explicit sustainability commitments that resonate with shopper values and regulatory requirements across their target markets.