How different generations use e-commerce? Who are today’s e-consumers? – DHL E-Commerce Trends Report 2025

Not only are technologies changing, but so are the consumers. Different generations have different shopping behaviors and buy products online in different ways. For retailers, this means adapting strategies, tools and communication channels to Generation Z, Millennials, Generation X and Baby Boomers. The DHL E-Commerce Trends Report 2025 can be very helpful in this regard, and in addition to significant information on the aforementioned age groups, it also presents a new classification of online consumers.

Generation Z: shopping via social media, abroad, and also ethical

For Generation Z, i.e. people born between 1997 and 2012, the cell phone is the main shopping tool. These so-called digital natives make the most purchases of all age groups on social media – TikTok or Instagram are for them not only a place of inspiration, but also of finalizing a purchase. Nearly half of them (48%) buy products on TikTok, and as many as 85% believe that social media could become their main shopping channel by 2030.

Two out of three representatives of Generation Z buy products from foreign e-shops – this is largely due to this group’s characteristic need to seek variety and higher quality. Sustainability issues are extremely important to this age group. They are the ones who most often abandon shopping carts due to lack of information on carbon footprint or brand ethics. More than 50% of Generation Z representatives say they will abandon a purchase if a company does not meet their expectations in this regard.

They are also willing to use the Buy Now, Pay Later option – 59% of them use it for all or most of their online purchases.

Millenials: apps, convenience, speed and conscious choices

Millenials (also known as Generation Y), i.e. people born between 1981 and 1996, are a group that highly values the convenience of online shopping – 3 in 5 shop online at least once a week. As many as 83% of them prefer to use an app rather than a browser-based version of an e-commerce site. And while they don’t shop on social media as readily as generation Z, 63% of them use these platforms to stay up to date on new products and services.

More than half of millennials (59%) use the Buy Now, Pay Later option, and many (46%) say this option encourages them to make larger purchases. Like Generation Z, they value speed and multiple delivery options, and expect flexible, transparent return options from retailers. It is this group that is more likely to return products than others, especially when the return policy is free and easy – one in five millenials returns a product purchased online at least once a month.

Other users’ opinions are also important to millenials – reviews, photos and product ratings are more important sources of information for them than product descriptions. They want to know how a product performs in everyday use and expect transparency in this regard. When it comes to environmental issues, millenials are increasingly conscious, although not as radical as the younger generation.

Generation X: loyalty and the opinions of others

Generation X is made up of people born between 1965 and 1980, 60% of whom use social media to stay up to date on the latest products and services, and 64% believe that customer reviews on these platforms influence their purchasing decisions. One in four representatives of this generation say they plan to browse and buy products on Facebook more in the next five years. Although – unlike younger generations – they don’t see social media as their main shopping channel.

Generation X wants clear information on delivery costs and return options. High costs frustrate them, and a lack of trust discourages them from buying – 3 in 4 would not buy a product from a store if they did not trust the supplier of the goods. Retailers that offer free, reliable shipping and returns have the best chance of winning the hearts and wallets of this group. It’s worth the effort because they are very loyal – 48% of them shop regularly at the same 2-3 online stores.

Generation X people rely heavily on the opinions of other customers when making purchasing decisions – 55% of them say so. They are also quite resistant to the influence of trends or influencer marketing and do not easily succumb to seasonal events like Black Friday.

Baby Boomers: cautious, loyal and aware

The generation of baby boomers – people born between 1946 and 1964 – are the least active group when it comes to e-commerce, but they still represent quite a large buying force. Boomers are not easily tempted by catchy trends or marketing gimmicks. For them, the most important thing is trust. As many as 85% of them say they won’t buy from an online store if they don’t trust the company handling delivery or returns.

What matters to this group is certainty: predictable delivery or the ability to return without problems. It’s no coincidence that 54% of baby boomers prefer returns processed through a shipping point rather than courier pickup – a tried-and-true solution for them, more reliable than digital solutions. Boomers want detailed, reliable product descriptions and the possibility to ask questions – otherwise they may not complete the purchase. One in four feel frustrated when they can’t ask a salesperson a question before buying, and as many as 45% say they trust stores that actively respond to customer feedback more.

While green or sustainable issues are not as important to them as they are to Generation Z, they do matter to 45%. 61% would like retailers to do away with plastic and unnecessary packaging.

A new classification – modern online consumers

According to the authors of the report, the classification of modern online consumers is a more complex issue, and they believe that it should not depend only on the period in which they were born. The typology they propose is not determined by age – people from the various age groups mentioned above can belong to different types.

Social Shoppers

These are consumers for whom discovering new products is very important. 56% of them use social media to find new products, 31% make impulse purchases there, and 41% see social platforms as the main shopping channel by 2030. At the same time, up to 83% of social shoppers use brand and store apps to browse and buy products.

Social shoppers browse and buy more often than the average consumer. They are also more likely to abandon purchases if there are, for example, hidden costs. Other people’s reviews are also important to them – 93% admit that reviews influence their purchasing decisions.

As many as 4 in 5 representatives of this group are interested in live events on the Internet where they can make a purchase. 56% completely or mostly trust the offers and prices of retailers at such an event.

Cross-Border Shoppers

When shopping, they are conscious of environmental responsibility – 6 in 10 of them say they buy second-hand or refurbished products, and 64% would be interested in participating in recycling or product buy-back programs. This group is also willing to pay more to have free delivery – 44% admit that they have spent more to meet the free delivery threshold and then returned some of the goods. On the other hand, 36% abandoned their purchase because of unexpected customs fees.

As many as 93% of Cross-Border Shoppers admit that reviews influence their purchasing decisions. Social commerce is an important channel for them, with 34% making impulse purchases via social platforms, and 85% saying that trends and viral products influence their purchasing decisions. This is also a group that is very interested in the buy now, pay later option – 55% use this method for most or all of their online purchases, as well as shopping during live streaming, 72% of them declare.

Sustainable Shoppers

This is the most active group in terms of following brands and news via social media – they use it to learn more about the offerings, the company’s philosophy and approach to ecology. Online shopping, according to them, should go hand in hand with environmental concerns. As many as 70% won’t buy anything from an e-store they don’t trust in terms of delivery or returns handling. As many as 58% of people in this group buy second-hand or refurbished products, while 55% refrain from choosing such products more often due to concerns about quality.

57% of Sustainable Shoppers say they are frustrated by high delivery costs, and 4 in 5 would abandon their shopping cart if they could not use their preferred return option. In contrast, 53% say secure payment methods would encourage them to shop cross-border. These consumers also avoid special bargains and massive sales, with 23% declaring that they buy less or do not participate in Black Friday at all.

Subscription Shoppers

These are very active e-commerce shoppers – 7 in 10 of them shop online at least once a week. However, they expect fast, varied and affordable delivery – the lack of it is a reason for 39% to abandon their shopping cart. These are also consumers who trust the opinions of others. As many as 95% admit that reviews, opinions, or social media posts influence their purchasing decisions. Moreover, 53% believe that photos and videos added by users increase the credibility of reviews and opinions.

As many as 90% believe that by 2030 social media could become their main shopping channel. Already, 62% admit that trends and viral products have a significant impact on their buying decisions. Subscription Shoppers are eager to embrace new technologies – 62% use voice commands to shop, and 55% would like to be able to search for products in online stores using voice commands. This is also a group that is eager to use apps – 34% regularly shop using them.

Black Friday Shoppers

For this group, special offers are important – not just on Black Friday, 53% say they are more likely to shop online when they receive discount coupons or special offers. They are also consumers who are susceptible to viral products and influencer recommendations, with 64% admitting that customer reviews on social media influence their purchasing decisions.

For Black Friday shoppers, delivery terms matter a lot – as many as 73% believe that free delivery would improve their shopping experience, and 82% say they abandon their shopping cart if they can’t choose their preferred delivery option. 51% only buy from e-shops offering free delivery, and 44% say the Buy Now, Pay Later option encourages them to shop online more often.

This type of consumer is also the most likely to shop at foreign e-shops – 62% buy there, and 51% do so, because of lower prices. At the same time, as many as 72% say they buy only from companies from countries they trust.

Refurbished & Recycled Shoppers

For this type of consumer, sustainability is most important, with as many as 4 in 5 declaring it, and 64% wanting to know the environmental impact of delivery. In turn, 42% expect retailers to offer more products made from recycled materials.

Although Refurbished & Recycled Shoppers choose used or refurbished products, this does not mean they accept inferior service. 83% will abandon a purchase if they are not offered their preferred delivery option. 53% are frustrated by the long delivery time, and 68% care about the possibility of returns processed through shipper points. They are also willing to pay more for free delivery – 45% say they have happened to add more products to their shopping cart to get free shipping, and then return some of them.

For as many as 93%, user reviews and testimonials have a significant or moderate impact on purchase decisions, and for 44%, higher quality product photos mean a better shopping experience. Also important are secure payment options and buyer protection, which, according to 52%, encourage them to buy from foreign sellers. As many as 41% of Refurbished & Recycled Shoppers buy from the latter at least once a month.

DHL E-Commerce Trends Report 2025 is based on a survey conducted in February and March 2025 with 24,000 respondents from 24 countries, including Poland (1,000 people from each country). The survey had more than 70 questions, and respondents had to have made at least one online purchase in the three months preceding the survey.