E-commerce in 2025: How Are Shopping Behaviors Evolving?
The future of e-commerce in 2025 will be deeply influenced by the rise of social commerce and the integration of artificial intelligence. According to a new study conducted by DHL, these shifts are rapidly transforming consumer shopping behaviors. The DHL eCommerce Online Shopper Trends Report reveals the latest trends that are reshaping online shopping, based on responses from 24,000 consumers across 24 countries, including France. The study delves into what drives consumers to make purchases—and why they abandon their shopping carts.
The Rise of Social Commerce
Social commerce has become a major force in online shopping. As DHL reports, this sector generated around $571 billion in 2023, with 70% of consumers having made a purchase on social media platforms. Thanks to the prevalence of social ads, influencer campaigns, and live shopping events, brands now have many ways to engage consumers who are initially browsing platforms designed for discovery. These platforms, once primarily used for exploration, now encourage direct purchases more than ever before.
Most Popular Social Shopping Platforms
DHL's study reveals notable generational differences in platform preferences. Gen Z predominantly turns to Instagram and TikTok for social shopping, while Millennials favor Facebook and YouTube. The Gen X cohort, although less inclined to shop on social media, tends to use Facebook for their purchases. Baby Boomers, however, show a distinct preference for avoiding TikTok altogether, with 60% stating they would never use the platform for buying products.
In France, the most popular social shopping platforms, regardless of generation, include:
Facebook: 32%
Instagram: 26%
YouTube: 26%
TikTok: 22%
Snapchat: 20%
Pinterest: 19%
Gen Z is particularly enthusiastic about Instagram, with a large portion planning to increase their purchases through this platform in the next five years.
The Social Shopper Persona
Social shoppers are often looking for inspiration, quick to make decisions, and more influenced by reviews than brand messaging. The study shows that 56% of these shoppers browse e-commerce websites two to three times a week, while 31% engage in impulsive purchases on social media platforms. However, they are also highly demanding, with slow delivery times being the main reason for abandoning their shopping carts. A staggering 93% of consumers are influenced by user reviews before making a purchase.
Artificial Intelligence: The Future of Online Shopping
Artificial intelligence (AI) is expected to revolutionize online shopping. The study shows that 70% of consumers want e-commerce platforms to integrate AI-powered shopping features. The top AI-driven options that consumers are most interested in include:
Virtual try-ons: 77%
AI-powered shopping assistants: 76%
Voice search for products: 72%
Augmented reality shopping experiences: 70%
Automatic restocking notifications: 69%
AI is not just a passing trend—it represents the next evolution in online shopping. E-commerce retailers must adapt to this change to stay competitive.
Marketplaces: Amazon Dominates, Shein Wins Over Gen Z
Marketplaces continue to dominate the e-commerce landscape, favored by 98% of online shoppers due to their broad selection, competitive prices, and seamless shopping experiences. DHL’s study highlights that while each market has its preferences, Amazon remains the leader, with 60% of respondents using it, followed by Temu (32%) and Shein (26%). In France, Amazon is used by 81% of consumers, well ahead of Cdiscount (41%) and Shein (33%).
The study also reveals specific trends: Vinted is preferred by those purchasing refurbished goods, Shein is particularly popular among Gen Z, and eBay remains a go-to for Baby Boomers.
Enola D.
