The Christmas shopping season is in full swing, and DHL’s E‑Commerce Trends Report 2025 reveals what matters most to online buyers in Central and Eastern Europe: fast and flexible delivery, trusted logistics partners, and seamless returns alongside growing expectations for social commerce, AI tools, and sustainability.
The report, based on surveys of 24,000 online shoppers across 24 markets, shows that delivery and returns remain the biggest conversion drivers globally. During the festive rush, these factors become even more critical. Eight out of ten shoppers abandon their carts if their preferred delivery option is not available, and nearly three-quarters walk away if returns are inconvenient. Trust is decisive: in Poland, 82 percent of consumers will not buy if they do not trust the delivery provider. Social commerce is booming, with seven in ten consumers expecting to shop mainly via social media by 2030, and half of Czech shoppers already buying through social platforms. AI is entering the gift hunt, as 70 percent of consumers want tools like virtual try-ons and voice search to make shopping easier. Sustainability also matters: one in three shoppers abandon purchases over environmental concerns, and many are willing to wait longer for greener delivery options.
“Christmas amplifies expectations. Retailers need partners who can scale fast, integrate seamlessly, and deliver reliably,” said Filip Budik, CEO of DHL Supply Chain CEE. “Our e-commerce fulfilment solutions give customers exactly that – from automated warehouses and late cut-off times to sustainable packaging and optimised transport. We make sure brands can keep their promises during the most demanding season of the year.”
And Rainer Haag, CEO DHL Supply Chain Europe, adds: “Poland stands out as one of the most demanding e-commerce markets in Europe: 79 percent of shoppers abandon carts without preferred delivery methods, 74 percent if return policies are not simple enough, and 82 percent will not buy without trust in the logistics partner. This clearly shows how decisive the right logistics partner is for online retail. That’s exactly where we come in – creating solutions that make our customers successful and enable us to grow together.“
AI and social commerce are gaining traction, with three-quarters expecting AI shopping tools and 61 percent predicting social media will dominate by 2030. In the Czech Republic, marketplaces dominate e-commerce, with 95 percent of shoppers buying from platforms like Alza and Temu. Sustainability is rising fast: 27 percent would accept longer delivery for greener options, and half of consumers already shop via social media. While country-specific data for Hungary and Slovakia is limited, the same trends apply: delivery choice, returns, and trust drive conversions, while social commerce and AI are shaping festive campaigns. Retailers that combine flexible delivery, transparent returns, and sustainability messaging will win the season.
Behind the scenes of Christmas shopping, DHL Supply Chain ensures brands can deliver on these promises. Its state-of-the-art e-commerce fulfilment centres across CEE provide scalable capacity to handle seasonal surges, automated picking and packing for speed and accuracy, late cut-off times and weekend operations to meet last-minute demand, integration with parcel lockers and pick-up points for convenience, and sustainable packaging with optimised transport routes to reduce environmental impact. By combining advanced automation, data-driven planning, and regional expertise, DHL Supply Chain helps retailers turn festive challenges into a competitive advantage – ensuring gifts arrive on time, and customers stay loyal.
