Artificial intelligence (AI) could soon choose what people buy, sustainability has shifted from nice-to-have to non-negotiable, and second-hand shopping is rapidly becoming mainstream, according to new DHL eCommerce research titled: E-Commerce Trends Report 2026 released today.
The report was based on survey findings from 29,000 online shoppers and 5,800 e-commerce businesses across 29 countries, including Nigeria and highlighted the biggest shifts retailers need to prepare for in the coming years and how best to respond to the changing e-commerce landscape.
In Nigeria, the report pointed to a market where digital engagement is already high, and businesses are moving quickly to adapt. The country ranks fourth among surveyed markets for the use of AI-powered chat tools when shopping online, with 46per cent of Nigerian shoppers using these tools, after India, the UAE and China. On the business side, 88 per cent of Nigerian e-commerce businesses already use some form of AI across their platforms, while 94 per cent expect AI usage to increase over the next five years.
Social commerce is another area where Nigeria stands out. According to the report, Facebook plays a particularly strong role in the market, with 86per cent of Nigerian shoppers using the platform to purchase, compared with 63per cent globally. Instagram and TikTok also perform above global levels, with 64per cent of shoppers purchasing through Instagram versus 48per cent globally, and 56per cent through TikTok versus 50per cent globally. Beyond social platforms, marketplaces also play a central role, with Jumia identified as the most popular online marketplace for both Nigerian shoppers and businesses, used by 84per cent and 83 per cent respectively.
Speaking on the report, Country Manager- DHL Express Nigeria, Muyiwa Adeseyoju, said: “Nigeria is one of the most dynamic e-commerce markets in Sub-Saharan Africa, with strong digital adoption and an ambitious business community. Shoppers and businesses are adapting quickly to new ways of buying and selling online, and expectations are rising just as fast. For businesses, this means delivery, trust and flexibility are no longer add-ons. They are central to customer experience. For SMEs in particular, digital commerce creates a real opportunity to reach new markets, but long-term growth will depend on delivering consistently and building confidence with customers.”
AI is transforming buyer habits, circular commerce is becoming more mainstream, and delivery, returns and payment choice are increasingly central to conversion and customer loyalty.
Also commenting on the development, CEO of DHL eCommerce, Pablo Ciano, said: “The ability to understand and respond to customer needs has always defined success, but our new trend report shows that AI is now redefining that advantage at hyperspeed. Consumers can identify the best offer in milliseconds, and retailers can gain insights that allow them to instantly capitalize on changing demand.”
To help brands navigate this rapidly evolving landscape, DHL eCommerce has identified the key short- and longer-term trends that businesses simply can’t afford to ignore: the next online shopper may not be human.
Globally, almost a third (29per cent) of shoppers (rising to 33per cent of Gen Z and 36per cent of millennials) say they would be happy to hand over control of their shopping to AI and let it make shopping decisions or purchases for them in the next five years. In Sub-Saharan Africa, this rises to 56per cent, the highest among the regions listed in the report.
As generative AI continues to reshape the entire shopping journey – from product discovery to post-purchase support – 73per cent of businesses anticipate using it more over the next five years, despite consumer concerns about privacy and trust (48per cent).
For Nigeria, where AI adoption is already visible among both shoppers and businesses, this trend reflects the growing role of digital tools across the online shopping journey, from product discovery to customer service and price comparison.
The report noted that out-of-home delivery becomes the new standard.
For consumers globally, delivery preferences are evolving as shoppers look for greater convenience and flexibility. Almost three in ten shoppers now send deliveries directly to out-of-home locations, while more than six in 10 returns already happen outside the home. Globally, almost four in ten shoppers want the ability to redirect deliveries to out-of-home locations.
In Nigeria, home delivery remains important, with 78per cent of shoppers predominantly receiving online purchases through home delivery. However, returns are already more diversified: 34per cent of Nigerian shoppers use home collection for returns, 15per cent use parcel lockers and 51per cent use parcel shops or convenience stores. Nigeria also stands out for business adoption of paid delivery and returns subscriptions.
The report shows that 83per cent of Nigerian e-commerce businesses already offer these subscriptions, compared with 53per cent globally. This shows that delivery and returns are becoming a more established part of the e-commerce customer experience in Nigeria.
Globally, trust and choice remain critical to conversion. The report shows that seven in ten shoppers will not shop with a brand if they do not trust the delivery and returns provider, and the same proportion will abandon their cart if they are not offered the delivery or return options they want at checkout.
The home will become a sustainable side hustle
The line between shopper and seller continues to blur as second-hand consumer-to-consumer (C2C) shopping is set to go mainstream. One in two (52per cent) consumers have sold an item on an online marketplace, rising to 62per cent amongst Millennials and 58per cent amongst Gen Z, although Baby Boomers trail behind on 35 per cent. Globally, Europeans are the most active in C2C selling, with 57per cent saying they sell in marketplaces.
While not the case for every consumer, many are turning to online buying and selling to adopt more sustainable habits, with 45per cent saying they purchase second-hand and refurbished items for sustainability reasons, and a further 15per cent saying they would consider it in the future. Nigeria is also among the markets identified in the report as leading circular and sustainable e-commerce initiatives, alongside India, Malaysia, the UAE and Saudi Arabia.
This is especially relevant in Sub-Saharan Africa, which the report identifies as the region having the highest share of sustainable shoppers, at 91per cent, and the highest share of sustainable sellers, at 69 per cent.
