DHL eCommerce Ushers in 2024 Peak Season With New U.S. Consumer Report

To attract holiday online shoppers and grow their business in the long term, merchants need to consider seven factors that can impact the future of their business.

DHL eCommerce, a division of the world’s leading logistics company, DHL Group, released the latest installment of its Online Shopper Trends Report with a special country report that reveals compelling insights from the U.S.

"Understanding the preferences and shopping behaviors of American online shoppers is crucial for online merchants looking to maximize their success during the holiday peak season,” said Lee Spratt, CEO of DHL eCommerce, Americas. “This report provides how and what Americans buy online, their delivery and returns preferences, and where they’re buying from.”

Below are seven critical factors for online merchants to consider this holiday season and beyond.

Frequent Online Shoppers:

• 61% of American shoppers buy online at least once a week, with 84% browsing for their next purchase at least once a week. 63% of Americans buy online clothing and footwear, followed by consumer electronics at 33% and 30% of health supplements. This demonstrates a vibrant and active online shopping community eager for new deals and products, particularly in online apparel.

Importance of Delivery Options:

• 94% of U.S. shoppers say delivery options influence where they shop online. Offering a variety of delivery choices, including home delivery, parcel lockers, and parcel shops, is crucial. Additionally, 45% of consumers abandon their baskets if their preferred delivery option is not offered.

Subscription Services:

• 43% of Americans have an online shopping subscription, with pet food subscriptions being particularly popular (44% compared to 25% globally). Retailers should consider introducing or enhancing subscription services to cater to this growing trend.

Social Media Influence:

• 61% of shoppers use social media for shopping inspiration, and 26% have made a purchase directly on a social platform. Engaging customers through social media is essential for driving traffic and sales.

Marketplaces Dominate:

• 99% of U.S. shoppers buy from marketplaces, with Amazon (92%), eBay (47%), and Walmart (68%) being the most popular. Ensuring a strong presence on these platforms can significantly boost visibility and sales.

Cross-Border Shopping:

• 37% of Americans buy from online retailers in other countries, with 70% doing so at least once a month. Offering simple, free returns can increase confidence among cross-border shoppers. Of the 49% of Americans who buy from abroad, shop from China (64%), U.K. (29%), France (23%), Canada (15%), and Germany (13%).

Sustainability:

• While 58% of shoppers say sustainability is important, they are not necessarily willing to pay more for sustainable delivery options. Retailers should focus on offering sustainable choices without additional costs to attract environmentally conscious consumers.

To access all chapters and corresponding country reports, visit dhl.com/online-shopper-trends and the U.S. report here. Access the full Online Shopper Trends Report at: dhl.com/2024-trends-report