DHL Report: B2B, AI and Cross-Border Ecommerce Trends

A new global report from DHL e-commerce illustrates how e-commerce businesses are adapting their strategies to navigate a changing digital landscape.

The study examines the ways sellers are scaling their operations in response to evolving consumer expectations and competitive pressures.

It highlights how cross-border selling, omnichannel approaches and AI-powered personalisation are shaping the future of online retail.

For sectors like food and drink, the findings could show a path forward in a market that is increasingly moving online.

The first 'Business Edition' of DHL e-commerce's 2025 E-commerce Trends Reports series gathered insights from 4,050 businesses across 19 global markets.

The respondents were a mix of B2B, B2C and hybrid companies with leaders from microbusinesses to large enterprises participating.

The research provides a detailed look at how companies are pursuing growth and innovation to meet modern demands.

Pablo Ciano, Chief Executive Officer of DHL ecommerce, says: “This report offers a powerful snapshot of how ecommerce is evolving. from AI-driven personalisation and social commerce to the rise of B2B and borderless trade. It’s not just about trends; it’s about transformation and the heartbeat of local and global ecommerce.”

Pablo explains that businesses are adopting new technologies and placing a greater emphasis on sustainability.

“Businesses are scaling faster, selling smarter and prioritising sustainability like never before. At DHL, we’re proud to support this momentum, helping retailers deliver with speed, trust and responsibility in every market they serve,” he adds.

Omnichannel presence and cross-border commerce

To gain a competitive edge, particularly during peak shopping seasons like Black Friday and Christmas, businesses are focusing on speed and personalisation.

The report indicates that a large number of companies are leveraging multiple platforms to reach customers.

According to the data, 63% of businesses use at least 3 online platforms, which can include their own websites, apps, marketplaces and social media channels.

An effective omnichannel strategy ensures a consistent and accessible presence for consumers wherever they choose to shop.

International expansion is also a key factor for growth. The study found that 64% of e-commerce retailers sell to customers in other countries, a figure that rises to 81% for large enterprises. For those not yet shipping internationally, the primary barrier cited by 53% of these businesses is the high cost of shipping.

This suggests that finding cost-effective logistics solutions is crucial for companies in the food and drink sector looking to take speciality products to a global audience.

The influence of social media and younger consumers

Social media has become an indispensable tool for e-commerce businesses. The report reveals that 87% of global e-commerce companies maintain at least one social media profile.

While many use these platforms to attract new customers 36% now see them as a direct revenue stream. Platforms like Instagram and TikTok are projected to experience substantial growth in retail activity driven by features like TikTok Shop.

This trend is particularly relevant for food and drink brands that can use visual platforms to showcase products and engage with consumers.

This trend coincides with the growing purchasing power of younger generations. The report notes that 57% of global online retailers have observed an increase in Gen Z customers.

According to the DHL report: "Gen Z and Millennials remain among the most active online shoppers. 52% of Gen Z and 59% of Millennials make a purchase online at least once a week."

As these digitally native consumers become more prominent, their expectations for seamless online experiences will continue to shape retail strategies.

Transforming B2B transactions with digital tools

The evolution of B2C ecommerce is influencing expectations in the B2B sector, where businesses are increasingly adopting a more personalised and digital-first approach to buying and selling.

B2B retailers are expanding their online presence, with 58% now selling on at least three ecommerce platforms. To improve the customer experience, 35% offer a Buy Now Pay Later option.

Technology is playing a central role in this transformation. Key changes in emerging technologies include:

• 38% of businesses stated they are likely to use AI-powered product recommendation tools
• 44% of B2B companies expect to sell more on Instagram by 2030
• 76% of B2B sellers offer sustainable delivery options for their customers

Furthermore, the report states that 96% of B2B sellers say delivery and returns options have a positive impact on their sales.

As the digital world continues to evolve, companies across all sectors must adapt to these trends to remain competitive. By embracing social media personalisation and new technologies e-commerce sellers are positioning themselves for sustained growth.