DHL unveils first global e-commerce business report: AI, social commerce & sustainability lead 2025 trends

The report offers an exclusive look at how companies are selling, scaling, and succeeding in today’s rapidly evolving digital landscape, driven by omnichannel strategies, AI-powered personalization, cross-border expansion, and a growing emphasis on sustainability and logistics excellence.

• 4,050 E-Commerce businesses across 19 global markets were surveyed to find out how they are selling, scaling and succeeding in today’s online markets
• AI adoption is gaining momentum with almost half of the companies integrating artificial intelligence into their operations. Among B2B e-tailers, usage is even higher at 61%, with key applications including personalization, content generation, and customer service
• Social commerce surges: 87% of businesses have a social media presence with TikTok & Instagram leading the way. 76% of e-tailers expect social sales to grow in the next five years
• Sustainability becomes essential: 85% of businesses say sustainability is important, with many retailers cutting plastic, reselling, and going circular.

DHL eCommerce launched the first “Business Edition” in its series of 2025 ECommerce Trends Reports – a landmark study capturing the voices of 4,050 e-commerce businesses across Europe, the Americas, and Asia Pacific. The report offers an exclusive look at how companies are selling, scaling, and succeeding in today’s rapidly evolving digital landscape, driven by omnichannel strategies, AI-powered personalization, cross-border expansion, and a growing emphasis on sustainability and logistics excellence.

„This report offers a powerful snapshot of how e-commerce is evolving – from AI-driven personalization 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 e-commerce”

– Pablo Ciano, CEO of DHL eCommerce, said.

“Businesses are scaling faster, selling smarter, and prioritizing 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.”

With Black Friday around the corner and global e-commerce growth accelerating, DHL’s new report offers insights into how businesses are preparing for peak season and beyond. Whether B2B or B2C, businesses are investing in speed, trust, and personalization to win in a crowded marketplace. The Business Report covers a range of different topics that provide actionable insights to e-commerce businesses of all sizes.

Further key findings:

• Logistics is the hidden hero of the checkout – 96% of retailers say their logistics offering is key to securing sales, and 86% say free delivery and returns improve sales.
• B2B retailers and the rules of online selling – With 78% of B2B retailers expecting website sales to grow and 61% already using AI across their platforms, the B2B e-commerce landscape is rapidly evolving to mirror the speed, personalization and innovation of consumer shopping.
• In 2025, e-commerce success means selling everywhere – because with 63% of retailers selling on three or more platforms, 68% on Amazon, and 87% active on social media, if online businesses are not where their customers are, they’re nowhere.
• Borderless commerce is booming – 64% of e-commerce retailers now sell internationally – rising to 88% for large businesses and 85% of medium-sized ones and they’re streamlining cross-border trade by registering for IOSS (Import One-Stop Shop) and securing EORI (Economic Operators Registration and Identification) numbers – while over half opt for DDP (Delivered Duty Paid) incoterms to simplify delivery and duty handling.
• Generational shifts – Gen Z and Millennials dominate weekly online purchases, while Gen Alpha is emerging as a new influence on household buying.
• Subscriptions reshape loyalty – 52% of businesses offer product subscriptions, and 14% offer delivery and returns subscriptions.
• Black Friday remains critical – 84% of retailers will participate in 2025, with 60% reporting increased sales year-over-year. However, it’s micro businesses and sole traders revealing more modest results with only 48% seeing increased sales.
• Out-of-home delivery locations essential for big business & practical for smaller players – 96% of large and medium e-commerce retailers say they’re key to driving sales and repeat business, while 53% of sole traders rely on them the most for sending parcels. 

Who are the most Globally Competitive Hungarian Webshops in 2025?

A narrow elite is setting the pace in Hungarian e-commerce: for the second time, the HungarEcomm Stars Award has been presented to companies that are not only successful locally but also capable of competing with the biggest players internationally. The market today is driven by the Red Queen effect: businesses must keep evolving just to maintain their position.

The 2025 HungarEcomm Stars list includes 40 companies – barely more than 0.001% of all Hungarian online stores – yet together they account for one-fifth of the entire domestic online retail market. Getting on the list is already a major achievement: companies must meet revenue thresholds, comply with strict criteria, and pass a detailed evaluation by PwC, Oander, and Growww Digital.

„This year’s results show that the key to success lies in the combination of export and omnichannel operations. The latter has become indispensable because customers now expect the same high-level experience across every touchpoint – whether online or in-store. Those who fail to deliver this will not remain competitive in the long run”

– said László Szabó, Founding Partner of Growww Digital and Board Member of DKSZ.

BioTechUSA Wins “Most Successful Hungarian Multinational E-Commerce” Award

At the awards ceremony held during the Internet Hungary conference, a total of 15 companies received special recognition across three categories. For the first time, international omnichannel brands with subsidiaries in Hungary were also eligible to apply.

Digital Star Category:

1. Pepita Group Zrt. (pepita.hu);

2. Suller-Táp Kft. (kutyakajás.hu);

3. Webshop Global Kft. (pelenka.hu);

4. Leziter Kft. (homelux.hu);

5. iPon Computer Kft. (ipon.hu)

Local Omnistar Category:

1. Euronics,

2. Praktiker,

3. Zákány Szerszámház,

4. Dockyard,

5. Reflexshop

Global Omnistar Category:

1. IKEA,

2. MediaMarkt,

3. Rossmann,

4. dm,

5. iStyle

The Export Special Award went to BioTechUSA, recognized as “the most successful Hungarian champion” – a company that builds on local values while achieving global growth.

According to PwC, the 40 companies on the list generated a combined net online revenue of HUF 258 billion in 2024, representing 20% of Hungary’s total e-commerce market.

„This shows that regional e-commerce has entered a consolidation phase: one-fifth of the domestic market is captured by the companies on this list”

– emphasized Szabó László.

The Red Queen Effect: Being a Webshop Is No Longer Enough

The Red Queen effect originates from Alice Through the Looking-Glass, where one must keep running just to stay in the same place. The same logic applies to Hungarian e-commerce today: as the market consolidates and the threshold for economies of scale rises, stagnation effectively means decline. Two trends stand out: first, the era of pure e-commerce is over, replaced by omnichannel models; second, a strategy focused solely on the domestic market is no longer sustainable – export is the key to lasting growth.

„Export provides scale, omnichannel deepens core markets, and unified commerce ties it all together. Companies that perform well domestically and on their core international markets can succeed anywhere”

– said László Ocskay, Owner of OANDER Technologies Ltd. and Board Member of DKSZ.

Between 2022 and 2024, companies included in the HungarEcomm Stars list operating exclusively in Hungary achieved an average annual online growth rate of 2.5%, while exporting companies grew by 10.2% – a fourfold difference, clearly showing that international expansion is the fastest route to sustainable growth.

„In the Red Queen’s country, it’s not enough to run faster – you have to run smarter”

– added László Szabó, noting that only those companies that diversify and think beyond the Hungarian market can become globally significant players. The most internationally competitive e-commerce businesses not only strengthen their own export positions but also boost the entire Hungarian economy – which is precisely why the HungarEcomm Stars Award was created.

Hungary’s Most Globally Competitive Omnichannel and E-Commerce Companies – 2025 (Alphabetical Order)

Alinda; Auchan; BestByte; BHP Gumi; BioTechUSA; Bortársaság; Brendon; Cosori; dm; Dockyard; Euronics; Forex; Fressnapf; Gammo; Heavy Tools; Homelux; IKEA; iPon; iSTYLE; JátékNet; Kutyakajás.hu; Kütyübazár; Libri; Libri-Bookline; Lumenet; MediaMarkt; Nutriversum; online Márkaboltok; Pelenka.hu; Pepita.hu; Petissimo; Praktiker; Reflexshop; REGIO JÁTÉK; Rossmann; SportSarok; Újház Bodrogi; Vágyaim.hu; Warnex; Zákány Szerszámház

About the Award

The HungarEcomm Stars Award was established in 2024 by Growww Digital in cooperation with the Digital Commerce Alliance of Hungary (DKSZ) and Ecommerce Hungary. Its aim is to recognize the most competitive players in Hungarian e-commerce and set a benchmark for the entire sector. The award celebrates companies that have achieved outstanding results not only in Hungary but also on international markets, thereby contributing to the growth and export performance of the Hungarian economy.

Award website (HUN): hungarecommstars.hu

How Hungarian E-Commerce Can Stay Competitive in the Global Online Market

“As of today, the playing field strongly favors retailers who can serve multiple countries,” highlighted Norbert Madar, Vice President of the Digital Commerce Alliance, in a recent interview with Egon Rónai in SpiritFM.

Over the past few years, global e-commerce giants have won over Hungarian consumers at an unprecedented pace. The market can no longer be understood in a local context: shoppers have grown used to fast delivery, low prices, and a seamless customer experience – often all with a single click on international platforms. This level of service has now become the baseline expectation, one that Hungarian retailers must rise to meet.

The New Battleground: Experience and Loyalty

Competition is no longer just about prices. Fast logistics, smooth user experiences, and consciously built customer loyalty have become the key factors determining success. The pressing question is: how can Hungarian retailers hold their ground in this globalized environment? How can they provide competitive services, maintain consumer trust, and deliver an experience that keeps customers coming back? Local resources (such as logistics, fulfillment, and UX improvements) can play a crucial role in making Hungarian retailers a compelling alternative to global giants.

Check the interview (from 12:53 min):

The Role of DKSZ in a Changing Landscape

The mission of the Digital Commerce Alliance (DKSZ) is to support the Hungarian digital commerce sector in this rapidly changing environment. Through knowledge-sharing, professional networks, and practical support, we aim to help local retailers not only adapt to global trends but also turn them into competitive advantages. Market transformation brings challenges, but it also creates opportunities – the real question is how we can seize them together.

Inspiration and key takeaways from Esztergom

Over the course of two days, domestic and international experts, renowned professionals in the field of e-commerce — including seasoned black-belt webshop owners/managers and key representatives from the e-commerce service sector — gathered to dive deep into current issues in e-commerce through presentations, panel discussions, workshops, and networking zones. The program focused not only on marketing and logistics but also on market trends and international expansion.

International Expansion

Entering international markets is no longer just an opportunity—it’s a fundamental requirement for sustainable growth. Cross-border commerce can be the key to long-term competitiveness for many businesses.

Last-mile Collaboration

Closer collaboration between webshops and logistics providers can create significant competitive advantages: faster and customer-centric service enhance the shopping experience and increase customer loyalty.

Speed and Quality

In the price competition arena, global players dominate. Therefore, for local businesses, service quality, delivery speed, and offering various payment solutions can provide real competitive edge.

Loyalty Programs

Well-structured loyalty programs not only boost customer engagement but also generate valuable data. This data helps identify cross-channel purchases, provides deeper insights into the customer journey and preferences, and enables more targeted campaigns and offers—ultimately driving purchase frequency.

Channel Integration – The Foundation of Omnichannel Operations

Instead of separating the online and offline platform, it’s worth adopting a unified, coordinated strategy. Omnichannel and unified commerce approaches, commerce on social platforms, and marketplace presence open up new growth opportunities.

Data-Driven Operations

Personalized experiences are built on data. Accurately identifying target audiences, measuring campaign effectiveness, and tracking business KPIs all play a crucial role in enhancing the customer experience.

Empowering Retail through Data and Innovation

Space4Commerce is Mastercard’s innovative initiative designed to support retail partners across Europe. The initiative aims to enhance business operations through data-driven insights, drawing on Mastercard’s extensive data ecosystem and consumer research. By showcasing market perspectives and fostering knowledge-sharing through case studies, best practices, and success stories, Space4Commerce empowers retailers to navigate the evolving market landscape with confidence.

On May 19, 2025, the Budapest edition of the Space4Commerce initiative took place at MÜPA, under the title „Data Unlocked: Personalization and Consumer Trends in Marketing”. The event offered attendees an in-depth look at the forces reshaping today’s market, with a particular focus on how shifting consumer behaviors are redefining the marketing and retail sectors.

The lineup of speakers featured experts from Mastercard’s Hungarian and European teams, as well as representatives from Google and Teufel. During the event, the Space4Commerce team presented findings from two newly conducted consumer research studies, offering fresh insights into personalization and emerging consumer trends.

Generational Differences & Emerging Behaviors

Presenters Agnieszka Śpionek and Viktória Haasz explored how shopping behaviors differ across generations. They introduced innovative trends such as the Pinduoduo group-buying model, which harnesses community purchasing power to drive down prices. The session also highlighted generational shifts in language and perception—for example, how the term „cool” is increasingly seen as outdated among Gen Z.

One standout topic was Smartflation, a newly emerging phenomenon that reflects how consumers are finding more cost-effective ways to access premium and luxury products.

Key findings about Gen Z’s shopping habits included:

• Only 36% would lower their standard of living during financial hardship.
• 63% actively seek cheaper alternatives for regularly purchased products, with brand loyalty contingent on clear financial benefits.
• Just 17% believe luxury is out of reach—thanks in part to the growing popularity of second-hand marketplaces.
• Many Gen Z consumers still report frustration during the shopping experience, despite their digital savviness.

E-Commerce in Central Europe: Trends and Insights

In the second half of the program, Edina Horváth and Bálint Oláh spotlighted the latest e-commerce trends in Central Europe, focusing on online sales of physical goods such as fashion and electronics. Starting with a macroeconomic overview, they then shared personal anecdotes to illustrate how key revenue drivers influence performance in the digital marketplace.

Highlights from their session:

• 80% of consumers expect a personalized shopping experience, though many remain cautious about sharing personal data.
• Over 90% have abandoned a purchase due to unsuitable delivery options.
• The use of digital wallets has tripled over the past two years.

The Budapest event offered valuable insights and sparked meaningful discussions about how personalization, data, and innovation can shape the future of retail. Through initiatives like Space4Commerce, Mastercard continues to support retailers in making smarter, more informed business decisions in a rapidly evolving market.

Collective effort is needed to protect our digital ecosystem

Cybercriminals caused damages worth 30 billion forints in Hungary last year. While active across all industries, their activities pose a particularly high risk to the online retail sector. According to Mastercard’s recently published and large-scale study – filling a long-standing gap in the field – 43% of online marketplace users have experienced some form of fraud attempt, and one in five lost money or data as a result. The research explored the state of cybercrime in Hungary from the perspectives of users, companies, and cybersecurity professionals. Globally, the cost of cybercrime reached $9.5 trillion by the end of 2024, and by 2028, it could soar to $13 trillion—more than 60 times the size of Hungary’s GDP.

Nearly half of the Hungarian population (48%) has been directly or indirectly affected by fraud, yet only around one-fifth (22%) feel adequately prepared to defend themselves against such threats. While 70% of adults know that a bank would never request card details or login credentials by phone or email, numerous crimes occurred last year in which victims were defrauded of over HUF 10 million forints in this way. Despite multi-factor authentication and well-designed security systems, the weakest link is still the emotionally pressured, unprepared, or convenience-seeking user with limited awareness of security risks.

Nevertheless, the false sense of security pervades Hungarian society. Although tens of thousands fall victim to fraud annually and the total damage runs into tens of billions of forints, even the most “digitally savvy” 18-29 age group scores poorly on actual digital security knowledge. According to The Age of Cybercrime 2025—a study initially made available by Mastercard to banks and organizations involved in the Kiberpajzs initiative—the knowledge level of this age group barely reaches 1.5 on a four-point scale. The report emphasizes that the alarming growth of cybercrime can only be curbed through collective action, collaboration, and continuous knowledge sharing.

In Hungary, there is a significant intention-action gap between cybersecurity knowledge and digital behaviour. 46% of users cannot distinguish real messages from service providers or merchants from fraudulent ones. Younger generations tend to overestimate their security awareness due to their confidence in digital technologies. Although 90.5% of 18-29-year-olds believe they are difficult to deceive, their average score on a 10-question digital security test was only 1.5 out of 4. Interestingly, the older the respondent, the less confident they feel in their preparedness against digital fraud—yet older age groups actually performed better in the test.

The increasing number of successful fraud attempts and other cybercriminal activities pose a serious reputational risk, threatening the very trust on which online commerce and digital payment ecosystems are built. Among small and medium-sized enterprises that fall victim to cyberattacks, 60% cease operations within six months due to the damages suffered. Currently, the public sector faces the highest level of threat from cybercriminals, while threats to the healthcare sector have decreased. However, the technology sector has become increasingly targeted since the pandemic.

We explore how automation and AI have transformed the threat landscape, enabling attackers to launch high volumes of sophisticated attacks. The analysis reveals the changing nature of cybercrime, with criminals collaborating and innovating to launch more effective attacks. The study emphasizes the need for information sharing and collaboration across sectors to enhance cybersecurity resilience. Practical recommendations for improving cybersecurity education and awareness are also provided, stressing the need for a collective effort to protect our digital ecosystem. The Age of Cybercrime 2025 document is a crucial resource for understanding the current cybersecurity landscape and offering actionable insights for market players to strengthen their cybersecurity strategies and resilience. Let us take these insights and turn them into action to safeguard our digital future.