As the 2025 holiday season kicks off, U.S. e-commerce retailers are leveraging a blend of consumer-centric strategies to drive growth—anchored by free shipping, real-time personalization, and fast, domestic fulfillment. A new DHL eCommerce report surveying 300 B2B and B2C U.S. merchants reveals what’s working.
Free delivery remains the top conversion tool, with 86% of merchants confirming it boosts sales. More than half (52%) cite it as their most effective strategy to drive checkout. Returns are also key—offering free, easy returns reassures customers during peak buying periods.
AI and Real-Time Inventory Take the Stage
Artificial intelligence is now central to omnichannel execution. 43% of online retailers use AI for live inventory updates and smart product recommendations. These tools help retailers personalize experiences, manage expectations, and reduce costly out-of-stocks or over-promising.
The study also found that 67% of e-commerce orders remain domestic, emphasizing the critical role of U.S. logistics infrastructure. Canada and the UK continue to be top export targets, but the focus is firmly on serving U.S. shoppers with precision and speed.
Events Still Rule, Despite Volatility
Even amid geopolitical and economic uncertainty, Black Friday and Cyber Monday remain dominant. Over 50% of retailers report YoY sales growth during these events, and 77% say customer trust remains high during peak sales.
Yet, challenges remain—only 31% of retailers find it easy to switch logistics providers, revealing an opportunity for more adaptable and flexible fulfillment options.
As DHL’s Scott Ashbaugh notes, the winners this holiday season are those embracing agility, customer trust, and smart tech in every transaction.
