That’s according to DHL’s new E-commerce Trends Report 2025, drawing on insights from 24,000 online shoppers across 24 key global markets, including the UK.

While delivery remains the "number one conversion killer", with 80% of British shoppers abandoning their carts if their preferred delivery options are missing, 60% of online UK shoppers want AI-driven shopping tools – from virtual try-ons to AI-powered shopping assistants and voice enabled product searches - to guide their decisions.

Social commerce is also "taking centre stage", with 53% of British consumers expecting to shop primarily through social media by 2030, bypassing traditional websites entirely.

There’s also a shift in the importance of sustainability, with one in four British shoppers (25%) dropping out of a purchase due to sustainability concerns.

The DHL report suggest that sustainability "has evolved from a brand differentiator into a core consumer demand". In the UK, 62% of shoppers now consider sustainability when making online purchases, and that goes beyond packaging or shipping.

British consumers are also embracing more circular models of consumption, with 55% opting for pre-owned or refurbished goods, motivated by both environmental values and cost efficiency.

Additionally, 58% of British shoppers express willingness to participate in recycling or buy-back programmes offered by retailers.

Pablo Ciano, CEO of DHL eCommerce, said: "It's important to recognise that there isn't just one type of online shopper, or one type of market. The reasons for cart abandonment can vary widely.

"Our E-Commerce Trends Report analyses the trends and developments shaping online shopping worldwide to help our customers grow their businesses."

In relation to AI, shopping via voice commands is already on the rise, with one in four British shoppers making purchases hands-free. As digital expectations rise, so does the demand for intuitive, tech-enabled shopping journeys that "blend utility with delight|.

The traditional e-commerce website is increasingly being replaced - or bypassed - by social platforms. Consumers are turning to apps like TikTok, Instagram and Facebook not just for discovery, but for purchase.

The report says that 63% of British shoppers say they have already made a purchase via social media, while the power of influence is also playing a critical role. Over three quarters of British shoppers (77%) say viral trends and social buzz influence their buying decisions.

Facebook is driving change in the UK, where 47% of online shoppers report buying through the app. That shift signals a major transformation in how and where brands need to engage with their audiences, with increasing calls for seamless, mobile-native experiences built for in-app conversion.

While new technologies continue to transform the digital shopping experience, DHL says it’s the fundamentals of delivery and returns that remain the biggest drivers of cart abandonment, and “shoppers aren’t willing to compromise when it comes to convenience, flexibility, and control”.

As well as the 80% of Brits who say they will abandon their purchase if their preferred delivery option isn’t available, 75% say they will leave their shopping cart if the return process doesn’t match their expectations.

Trust also plays a major role, with 75% of British shoppers reporting that they will not buy from a retailer if they don’t trust the delivery and returns provider.

Ciano added "Logistics play a crucial role in this process, and we see ourselves as a vital partner, offering our customers relevant insights, expertise and solutions to drive their success."