2025年全球电子商务趋势报告：购物行为、物流偏好与市场动态（英文版）

We surveyed 24,000 online shoppers across 24 global markets to bring you in-depth insights into how the world browses and buys online. Explore how shoppers’ expectations shift across generations, shopper types and countries. From frustrations to purchase drivers, this report reveals what matters most – from the rise of social commerce and growing opportunities in cross-border shopping, to the demand for seamless delivery and flexible returns, sustainable practices and AI-powered e-commerce features.Uncover what makes today’s online shoppers click ‘buy now’ – and why they abandon their carts – so you can grow your e-commerce sales.What really drives online shoppers to buy or abandon their carts?2025 E-Commerce Trends ReportLooking for more data and insights from the report? Fill out the enquiry form on our website to connect with one of our experts. 2 | IntroductionArgentinaThe Czech Republic MoroccoSwedenAustraliaFranceThe NetherlandsThailandAustriaGermanyNigeriaTurkeyBrazilIndiaPolandThe UAECanadaItalySouth AfricaThe UKChinaMalaysiaSpainThe USAClick to see how this report was compiledFind out moreFree delivery, flexible returns, real-time tracking – see what it takes to get shoppers to click ‘buy now’ or risk losing the sale.Delivery & returnsSocial platforms aren’t just influencing shopping – they’re driving it. Discover which platforms are rising, how to convert shoppers and how social is set to shape the next five years of e-commerce.How much do shoppers really care about sustainability – and what do they expect from retailers? See what matters most, what’s driving decisions and how circular choices are catching on.Sustainability & the circular economyWhere are shoppers buying from, how often and what’s holding them back? See which countries they trust – and get the insights you need to grow in new markets.Cross-border buying behaviorDo shoppers still believe the Black Friday hype – or are they losing trust in retailers’ offers and prices?Which AI features do shoppers actually want – and how will they shape the future of e-commerce? Find out what’s next to stay ahead.AI: The future of e-commerce?3 | Inside this report2025 E-Commerce Trends ReportSee how shoppers browse, buy and subscribe online – and what’s stopping them from checking out. From payment preferences to cart dealbreakers, dive into today’s e-commerce habits.Social commerceBlack FridayThe e-commerce landscapeInside this reportWhich marketplaces are winning over shoppers across the globe?MarketplacesSocial shoppersCross-border shoppersSustainable shoppersSocial shoppers are respondents who have made a purchase through a social media platformCross-border shoppers are respondents who buy from online retailers based in other countriesSustainable shoppers are respondents who say sustainability is important to them when making a purchase onlineSubscription shoppersBlack Friday shoppersRefurbished and recycled shoppersSubscription shoppers are respondents who have an online shop