DHL: How e-commerce is Shifting to Meet Consumer Demands

DHL has unveiled its first global e-commerce business report, looking at how companies are selling and scaling in a rapidly evolving digital landscape.

It examines how cross-border expansion, AI-powered personalisation, omnichannel strategies and sustainability requirements are driving today's business. 

As businesses are preparing for e-commerce booms, the report shows the steps these companies are taking to stay ahead of competitors.

The DHL report

DHL eCommerce has launched its first 'Business Edition' in its 2025 E-Commerce Trends Reports series. 

The study takes insights from 4,050 eCommerce businesses across 19 global markets in Asia Pacific, the Americas and Europe. 

Business type breakdown:

• 22% B2B businesses
• 26% B2C businesses
• 52% Hybrid (B2B and B2C business)

The majority of business leaders asked (30%) were part of medium businesses, large businesses made up 23% of respondents, with small (22%), micro (14%) and sole traders (11%) making up the rest.

Through the report, DHL gains an insight into how companies are meeting demands by taking innovative leaps and undergoing business growth. 

Many e-commerce leaders said they are looking towards a tech-driven, fast-moving and opportunity-rich future.

Pablo Ciano, CEO of DHL eCommerce, says: “This report offers a powerful snapshot of how e-commerce 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 e-commerce.

“Businesses are scaling faster, selling smarter and prioritising sustainability like never before. At DHL, we’re proud to support this momentum, helping retailers deliver with speed, trust and responsibility in every market they serve.”

B2C trends

To prepare for the peak e-commerce season - such as Black Friday and the lead up to Christmas - businesses are investing in speed and personalisation in order to win against competitors. 

63% of businesses use at least three online platforms to sell - including social media, own websites, own apps and marketplaces. The more digital touchpoints a business has, the more accessible they are to consumers, therefore, the more sales. Businesses need to invest in their omnichannel strategy to ensure a cohesive and effective solution.

66% marketplace sellers sell to customers in other countries, creating a global reach. Alongside this, 64% of e-commerce retailers sell across borders - including 81% of large enterprises and 72% of B2B retailers. Out of those who do not ship to other countries, 53% put this down to shipping being too expensive.

87% of global e-commerce businesses have at least one social media profile. Some of this is because it will draw in new customers, while 36% have social media profiles because it is another revenue stream. Instagram and TikTok are currently set to see the biggest growths in retailer, thanks to the ongoing success of platforms like 'TikTok shop'. 

This has helped shift the trend in who is buying. Now, 57% of global online retailers have seen more Gen Z customers visiting their platforms, with the rising presence of Gen Alpha too. The DHL report states: "Gen Z and Millennials remain among the most active online shoppers. 52% of Gen Z and 59% of Millennials make a purchase online at least once a week."

B2B e-commerce

As B2C trends have changed, this is transforming the expectations of B2B relationships.

Now, businesses are rethinking how they buy and sell, bringing in more of a personal touch to this method.

With the rapidly digitalising world, companies are having to adapt to these shifting trends in order to stay ahead of competitors. 

Moreover, as GenZ and Gen Alpha - two generations which have grown up online - are entering the B2C markets more, companies have to understand how to break into these markets.

Through welcoming social media and personalisation strategies, e-commerce sellers are seeing positive growth in their sales.