2026 DHL E-commerce Trend Report Released: "Old Rules" No Longer Apply in the Age of AI

Bonn, Germany – The era where AI might shop on our behalf is fast approaching. Sustainability has shifted from a "nice-to-have" to a "must-have" requirement, and the online buying and selling of used goods is rapidly becoming commonplace – as revealed by DHL eCommerce's latest research.

The "2026 E-commerce Trend Report," based on surveys of 29,000 consumers and 5,800 e-commerce businesses across 29 countries, presents the changes e-commerce businesses will face and offers insights for succeeding in an increasingly competitive market.

Consumer behavior is changing rapidly, and the gap between "what consumers want" and "what e-commerce businesses can offer" continues to widen. AI is fundamentally reshaping the shopping experience while accelerating innovation across the entire e-commerce sector. Traditional e-commerce formats are already beginning to falter, and ultimately, the very form of e-commerce websites may undergo significant transformation. To maintain consumer loyalty in a changing market, it is essential not only to keep pace with speed but also to enhance reliability at checkout, offer a wide range of payment options, and improve the convenience of localized delivery.

Pablo Chiariano, CEO of DHL eCommerce, stated, "Understanding and accurately responding to consumer needs remains the key to success. However, this report highlights the reality that AI is now redefining competitive advantages at an incredibly rapid pace. Consumers can now select the best offers in milliseconds, and e-commerce businesses can respond to changing demand in real-time. For DHL, as the backbone of e-commerce delivery infrastructure, AI opens up new dimensions of speed, flexibility, and accuracy. The winners in this new era will be those companies that move faster than anyone else and transform that speed into superior customer experiences."

DHL eCommerce and applied futurist Tom Cheesewright have identified the following key short-term and long-term trends that e-commerce businesses cannot afford to overlook:

Adoption of AI Features by Consumers and E-commerce Businesses

The Next Online Shopper Might Not Be Human

Approximately one-third of consumers (29%) are willing to let AI make product selections and purchase decisions within five years (33% of Gen Z, 36% of Millennials). Furthermore, about two-thirds of businesses (59%) anticipate that consumers will increasingly search for and purchase products through virtual assistants in the future.

As generative AI transforms the entire purchasing experience, from product discovery to post-purchase support, 73% of businesses plan to further expand their AI utilization in the next five years. On the other hand, concerns about privacy and security remain for 48% of consumers.

Regarding the future of AI in e-commerce, Cheesewright points out: "The rise of open-source AI agents demonstrates the immense demand for 'true AI assistants' that can handle everyday tedious tasks. This trend will only accelerate. Eventually, shops and brands might operate 'bot fronts' as alternatives to websites and apps. A world where AI directly interacts with consumer assistants, negotiates the best terms, and completes purchases will become a reality."

Out-of-Home (OOH) Delivery Becomes the New Standard

Consumers consistently expect "convenience" and "choice flexibility" from deliveries. While only 20% of shoppers stated they would "buy more if delivery was faster," three out of ten people regularly use out-of-home (OOH) delivery options such as parcel lockers or in-store pickup.

Cheesewright predicts, "Demand for flexible delivery options will continue to grow, leading to further development of OOH and return points." To adapt to this trend, building robust receiving and return systems that are flexible, reliable, and convenient is crucial.

Free shipping and free returns remain significant drivers of purchase intent, but they continue to pressure costs and margins for e-commerce businesses. Moreover, 7 out of 10 consumers stated that "the delivery company used influences brand choice," indicating that the reliability of delivery partners directly impacts purchasing decisions.

There is also a perceived disconnect in digital checkouts. While 62% of shoppers said they "abandon purchases immediately if their preferred payment method is unavailable," only 45% of e-commerce businesses identify this as a primary reason for cart abandonment.

Top 10 Destination Countries for Online Sales by Consumers and Shipping Methods Used

Home Becomes a "Sustainable Sales Hub"

The lines between consumers and sellers are steadily blurring. C2C (peer-to-peer) resale of used goods is becoming mainstream, with half of consumers (52%) having experience listing items on online marketplaces (62% of Millennials, 58% of Gen Z, 35% of Baby Boomers). Europe is the most active region, with 57% reporting marketplace selling experience.

In terms of purchasing behavior, 45% of shoppers state they "choose used/refurbished items due to environmental concerns," and an additional 15% are "interested in trying them in the future."

Cheesewright predicts, "Within ten years, three-quarters of adults will be recycling or reselling furniture, fashion, and technology products on marketplaces." Motivations range from coping with the rising cost of living to a desire to reduce environmental impact.

For e-commerce businesses, this signifies a fundamental shift in the competitive landscape. Competitors were once other brands, but now consumers themselves are entering the market as sellers, creating a new dynamic where target audiences and competitors overlap.

Sustainable logistics, once a "differentiator," is now expected by 42% of consumers to become an "industry standard" within five years.

About the 2026 DHL E-commerce Trend Report

This report was compiled based on surveys of 29,000 consumers and 5,800 e-commerce businesses across 29 countries in Europe, North America, Asia-Pacific, Latin America, the Middle East, and Sub-Saharan Africa. By consolidating perspectives from both buyers and businesses, it provides practical insights for navigating the evolving market environment. Detailed data and the full report (in English) can be found here.