Brands and retailers focus huge amounts of time and valuable resources on consumer experience. But when it comes to American consumers, their main desires are relatively simple.
New data from DHL shows that American shoppers continue to say they feel frustrated by repeat issues, including high delivery costs and slow shipping speeds. Nearly seven in 10 American shoppers said they want to see companies improve by offering free delivery, and half of Americans said they want brands to work on faster delivery.
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Ryan Hunter, global chief commercial officer for DHL eCommerce, said consumers’ interest in reliable, low-cost shipping remains a constant in the retail industry.
“I was not terribly surprised to see high delivery costs at the number one spot in terms of overall customer frustration relating to purchasing online, but I think it’s good validation that sometimes the basics, and getting the basics right, are really what matters,” he told Sourcing Journal.
Free shipping has become so important to American consumers that 42 percent surveyed said they have previously purchased extra items to meet a free shipping threshold, then immediately returned unwanted merchandise.
If brands and retailers can’t meet consumers’ expectations, consumers might leave their purchase behind, abandoning their cart for e-commerce transactions. Three-quarters of consumers surveyed said lack of preferred delivery options caused them to abandon a purchase, and more than seven in 10 consumers ditched their cart if their preferred returns option was not available.
But shipping and returns aren’t the only factors American consumers are focused on when it comes to online shopping. Cross-border e-commerce is also a major consideration for many shoppers based in the U.S.; nearly half of Americans said they purchase items from another country at least once a month. The interest in cross-border e-commerce was higher among members of Gen Z. Among those shoppers who buy from outside of the U.S., more than half said they do so because they can purchase items at a lower price.
U.S. President Donald Trump’s tariff uncertainty could leave the benefit of lower prices in limbo, but Hunter said he doesn’t anticipate that consumers will shy away from purchasing items from outside of the U.S., especially if companies offer free shipping or another perceived value to consumers.
“Cross-border e-commerce continues to grow much faster globally than domestic e-commerce. Despite the changing tariffs and the dynamic environment that we’re in, I would absolutely expect U.S. consumers to continue purchasing from abroad,” he said. “American consumers resonate with interesting European or Asian brands, and so there’s an opportunity for them to connect with unique products from across the world.”
Brands concerned about capturing a price-sensitive American consumer might find luck with promoting their products via social shopping or offering branded resale; DHL’s data shows that nearly seven in 10 Americans purchase items directly on social media platforms, and over half of Americans buy pre-owned items digitally.
For Hunter, social shopping presents an enormous opportunity, not just in the U.S. but globally. Using social shopping could help brands and retailers reach new markets, especially when working to incentivize cross-border e-commerce transactions. He expects local merchants interested in capturing new audiences will continue to gain market share via social commerce.
“The evolution of the platforms in terms of the demographics and the groupings that they serve…will be interesting to see unfold,” he said.
And resale may offer consumers a lower-cost way to obtain items they’ve been looking to purchase. Hunter said resale is an exciting space for e-commerce, particularly as more and more brands take on a secondhand presence of their own. He said that market is likely to continue growing, in part fueled by consumers’ affinity for perceived quality and their interest in being more eco-friendly.
“There’s an association when they hear the word sustainable, also with a quality product,” he said. “Customers are very much after products that are going to be long, lasting, sustainable, durable.”
Although U.S. consumers have highlighted an interest in speed, convenience and price, they still insist that sustainability is in the back of their minds. Nearly three in 10 American consumers said they would accept slower shipping to be more sustainable, and 38 percent of U.S. shoppers said they purchase sustainably sourced items at least once a month.
The Trump administration has already begun to tear back environmental protocols and regulations, taking an aim at climate and environmental policy. Hunter said, despite the political climate, he believes consumers already committed to sustainability will continue to be drawn to brands and retailers making climate-related efforts.
“To me, [Americans’ interest in sustainability] speaks to the continued willingness of the American consumer to make some level of sacrifice to support overall sustainability goals, despite the rhetoric that may surround it now,” he said.
