The main forces transforming online purchasing in 2025 and beyond are artificial intelligence, social media, and sustainability. DHL’s new E-commerce Trends Report 2025, which was based on data from 24,000 online shoppers in 24 important international countries, including the UK, says as much.
Around 60 per cent of UK online shoppers want AI-driven shopping tools, such as virtual try-ons, AI-powered shopping assistants, and voice-activated product searches, to help them make decisions, even though delivery is still the “number one conversion killer,” with 80 per cent of British shoppers abandoning their carts if their preferred delivery options are not available.
By 2030, 53 per cent of British customers anticipate that social media will be their primary shopping platform, completely eschewing traditional websites. Social commerce is also “taking centre stage.”
The significance of sustainability is also changing; one in four British consumers (25 per cent) abandon a purchase because of sustainability issues.
Sustainability “has evolved from a brand differentiator into a core consumer demand,” according to the DHL research. Beyond packing and shipping, 62 per cent of UK consumers now take sustainability into account when making purchases online.
Around 55 per cent of British consumers choose used or reconditioned products, demonstrating their adoption of more circular consumption models driven by economic effectiveness and environmental concerns.
Regarding AI, voice commands are already becoming more popular for buying; one in four British consumers already make purchases without using their hands. The need for user-friendly, tech-enabled retail experiences that “blend utility with delight|” is growing along with digital expectations.
Social media networks are progressively taking the role of or avoiding traditional e-commerce websites. Customers are using apps like Facebook, Instagram, and TikTok for purchases as well as for discovery.
According to the survey, 63 per cent of British consumers claim to have already made a purchase through social media, and influence is also a significant factor. More than 77 per cent of British consumers claim that social media buzz and viral trends affect their purchasing choices.
In the UK, where 47 per cent of online customers say they have made a purchase via the app, Facebook is spearheading change. With growing demands for smooth, mobile-native experiences designed for in-app conversion, that change signifies a significant shift in the way and location of brand engagement.
Around 75 per cent of British consumers say they will leave their shopping cart if the return procedure does not meet their expectations, and 80 per cent of them say they will cancel their order if their preferred delivery option is unavailable.
Another important factor is trust; according to 75 per cent of British consumers, they will not make a purchase from a company if they have doubts about the shipping and return policies.
