DHL eCommerce has presented the first results of its Online Shopper Trends Report 2024, surveying 12,000 online shoppers from 24 countries (Russia was not included).
Key findings of the study:
- Social commerce is growing rapidly—7 out of 10 respondents already make purchases this way. By 2030, sales through social networks could reach $8.5 trillion. The most popular platforms are Facebook*, Instagram*, and TikTok; purchases are driven by live broadcasts and viral trends. - Asia leads in social commerce: in China and Thailand, 53% and 59% of respondents respectively buy through social networks. - Marketplaces remain dominant: only 3% of buyers don’t use them, 51% choose Amazon, and Shein and Temu are gaining popularity. - Over half of respondents (57%) shop from their smartphones. - Discounts (85%), coupons (77%), as well as loyalty programs and bonuses for reviews have a strong influence on purchase decisions. - The cost and convenience of delivery remain critically important: 81% will not purchase if there isn’t a suitable delivery option, and 41% abandon their cart because of high delivery costs. - For one third of shoppers, detailed product descriptions and photos on the site are important. - Interest in eco-friendly products remains: 1 in 3 refuses to buy because the product isn’t eco-friendly enough. - 70% want to see AI features on marketplaces, such as virtual try-ons, voice search, and personal assistants.
*Facebook and Instagram activity is banned in Russia.