As the 2025 holiday season approaches, U.S. e-commerce businesses are doubling down on strategies that prioritize customer trust, speed, and personalization. According to DHL eCommerce’s latest study, which surveyed 300 U.S. B2B and B2C online merchants, the key to thriving in today’s volatile global landscape lies in a blend of smart logistics and consumer-centric innovation.
Despite geopolitical uncertainties and economic headwinds, American retailers are showing remarkable resilience. The study reveals that free delivery and returns remain the most powerful tools for converting online shoppers, with 86% of merchants agreeing that these perks boost sales. In fact, 52% of retailers cite free delivery as their top tactic for driving cart conversions.
But it’s not just about cost savings. Artificial intelligence is rapidly becoming a cornerstone of e-commerce strategy. Nearly 43% of online retailers are leveraging AI for product recommendations and real-time inventory updates, enhancing the shopping experience and streamlining operations.
Domestic logistics also play a crucial role, with 67% of orders shipped within the U.S., underscoring the importance of fast, reliable delivery. For those venturing beyond borders, Canada and the UK are the top international destinations, reflecting a strategic focus on nearby, trusted markets.
The study also highlights the enduring power of seasonal shopping events. Black Friday and Cyber Monday continue to dominate, with over 50% of businesses reporting year-over-year sales growth during these peak periods. Trust is high, too—77% of respondents say customers mostly or completely trust their pricing and offers during these events.
Interestingly, while return rates average just 13%, only 31% of businesses find it easy to switch logistics providers, pointing to a need for more flexible and responsive delivery solutions.
DHL eCommerce is stepping up to meet these demands with scalable logistics offerings, including domestic and cross-border shipping from its network of 19 U.S. distribution centers. As Scott Ashbaugh, CEO of DHL eCommerce Americas, puts it: “It’s clear that agility, customer trust, and smart technology are driving success in today’s dynamic e-commerce environment.”
In a season defined by speed, personalization, and value, U.S. e-commerce businesses are proving that innovation and customer-first thinking are the ultimate holiday essentials.
To read the full 2025 E-Commerce Trends Report: Business Edit, visit: https://www.dhl.com/global-en/microsites/ec/ecommerce-insights/insights/reports/2025-ecommerce-trends-report-business-edit.html
To learn more about DHL eCommerce’s domestic and international products and services, visit: https://www.dhl.com/us-en/home/ecommerce.html
