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On time, green and easy returns – what matters most to online shoppers

[ December 10, 2025   //   ]

With the Christmas shopping season in full swing, what matters most to online shoppers in Central and Eastern Europe (CEE) is fast and flexible delivery, trusted logistics partners and seamless returns – alongside growing expectations for social commerce, AI tools and sustainability, according to DHL’s E-Commerce Trends Report.

The report, based on surveys of 24,000 online shoppers in 24 markets, shows that delivery and returns remain the biggest conversion drivers globally. During the festive season, these factors become even more critical. Eight out of ten shoppers abandon their shopping carts if their preferred delivery option is not available, and nearly three quarters walk away if returns are inconvenient. Trust is decisive: in Poland, 82% of consumers will not buy if they do not trust the delivery provider.

Social commerce is booming, with seven in ten consumers expecting to shop mainly via social media by 2030, and half of Czech shoppers already buying through social platforms. AI is entering the picture with 70% of consumers wanting tools like virtual try-ons and voice search to make shopping easier. Sustainability also matters: one in three shoppers abandon purchases over environmental concerns and many are willing to wait longer for greener delivery options.

Chief executive of DHL Supply Chain Central Eastern Europe, said Filip Budik, says: “Christmas amplifies expectations. Retailers need partners who can scale fast, integrate seamlessly, and deliver reliably. Our e-commerce fulfilment solutions provide exactly that — from automated warehouses and late cut-off times to sustainable packaging and optimized transport. We make sure brands can keep their promises during the most demanding season of the year.”

Chief executive of DHL Supply Chain Europe, Rainer Haag, adds: “Poland stands out as one of the most demanding e-commerce markets in Europe: 79% of shoppers abandon carts without preferred delivery methods, 74% if return policies are not simple enough, and 82% will not buy without trust in the logistics partner. This clearly shows how decisive the right logistics partner is for online retail. That’s exactly where we come in – creating solutions that make our customers successful and enable us to grow together.”

AI and social commerce are gaining traction, with three quarters of consumers expecting AI shopping tools and 61% predicting social media will dominate by 2030. In the Czech Republic, marketplaces dominate e-commerce, with 95% of shoppers buying from platforms like Alza and Temu. Sustainability is rising fast: 27% would accept longer delivery for greener options, and half of consumers already shop via social media. While country-specific data for Hungary and Slovakia is limited, the same trends apply: delivery choice, returns, and trust drive conversions, while social commerce and AI are shaping festive campaigns. Retailers that combine flexible delivery, transparent returns, and sustainability messaging will win.

DHL Supply Chain operates e-commerce fulfilment centres across CEE that provide scalable capacity to handle seasonal surges, automated picking and packing for speed and accuracy, late cut-off times and weekend operations to meet last-minute demand, integration with parcel lockers and pick-up points and sustainable packaging with optimized transport routes to reduce environmental impact. The company says that by combining advanced automation, data-driven planning and regional expertise, it can help retailers turn festive challenges into competitive advantage — ensuring gifts arrive on time and customers stay loyal.

dhl.com/e-commerce-report.

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