Retailers across Asia Pacific are being urged to rethink their digital strategies, with DHL eCommerce’s latest E-Commerce Trends Report 2025 revealing the top reasons shoppers are abandoning their online carts – and what they want from the shopping experience of the future.
Drawing on insights from 24,000 online shoppers across 24 markets, the report identifies four key trends shaping the region’s e-commerce landscape: the growing demand for AI-powered shopping tools, the rapid rise of social commerce, the central importance of delivery and returns, and a shift in sustainability expectations.
According to the report, 77 per cent of Asia Pacific consumers will abandon their carts if their preferred delivery option is unavailable, making this the top reason for incomplete purchases. Likewise, 75 per cent said they would drop out of a sale if the returns process doesn’t meet expectations.
“Online shoppers know what they like, and it’s important to recognise those changing behaviours that could make a significant difference to customer loyalty,” said Pablo Ciano, CEO of DHL eCommerce.
Social commerce is also taking hold. By 2030, 85 per cent of Asia Pacific consumers expect to shop primarily through platforms like TikTok, Instagram and Facebook — bypassing traditional retail websites. The influence of social trends is especially high in Southeast Asia, with shoppers in Thailand and Malaysia reporting strong uptake of app-based purchasing.
Meanwhile, AI tools are becoming a critical part of the shopping journey. Eight in 10 shoppers want retailers to offer features such as voice-enabled search, virtual try-ons, and AI-powered product recommendations.
Sustainability concerns are also reshaping buyer behaviour. Nearly half (49 per cent) have abandoned purchases due to environmental concerns, while 52 per cent are now buying refurbished or second-hand goods. Recycling and buy-back programs are gaining popularity, particularly in China and India.
The report suggests that businesses that respond to these evolving behaviours – by offering flexible delivery, integrating social and AI-driven tools, and enabling more sustainable consumption – will be best positioned to succeed in the decade ahead.
To see the full report, click here.
