ABOUT

PROJECT CONTEXT

DHL eCommerce had commissioned global research into the 2025 e-commerce landscape, exploring two sides of the industry – how people shop and what they expect, and how businesses are responding.

The findings were detailed, with a large volume of data that needed to be turned into a clear story about where e-commerce is now and where it’s heading. The Online Shopper Survey and E-Commerce Business Survey formed the basis of two distinct but connected reports, bringing together shopper behaviour and business response, designed for small and medium-sized e-commerce businesses.

The reports needed to provide practical market insight, strengthen DHL eCommerce’s thought leadership and support more informed, consultative sales conversations.

APPROACH

Our approach focused on making the results more digestible and usable for time-poor, commercially focused readers. That meant turning two large datasets – one on global consumer behaviour, the other on e-commerce retailer priorities across 19 markets – into clear, actionable insights.

Once the research partner had gathered and segmented the data, our role was to identify the key data and create a clear, concise narrative that was both insightful and engaging.

Insight-led headlines told the story upfront, so readers could grasp the key message at a glance. Supporting copy added context, explaining not just what the data shows, but why it matters. Alongside this, the content was structured around clear themes, making it easy to read and quick to scan. Even a skim read would give readers key insights. Across both reports, we focused on explaining why the data matters – not just what is happening in the industry, but what it means for businesses and how they can respond.

DELIVERY

Instead of presenting statistics in isolation, we visualised the findings through familiar e-commerce situations and real-world objects. Delivery choices, checkout behaviour, returns – all shown in ways that felt recognisable to help make the insights easier to understand and remember.

For the Shopper Edit report, we focused on digestibility and creative visualisation. Colour-coded sections and intuitive layouts guided readers through topics such as social commerce and delivery. We also introduced shopper personas, grouping behaviours into clear profiles so businesses could quickly understand different customer types and what drives their buying decisions.

When it came to creating the Business Edit report, this called for a different tone and a more commercially focused narrative. This was the first time DHL had surveyed e-commerce business leaders at this scale, so we identified the insights that matter most to decision-makers and presented them in a way that felt credible and useful.

The design followed a more refined visual style, with a black and yellow palette, precise typography and strong hierarchy, creating a more authoritative feel and helping complex information land quickly.

SUPPORTING ASSETS

Our work extended beyond the reports. Web content, country-level assets and sales materials ensured the insight could be used in real conversations.

This included:
- Dedicated web pages hosting the reports and key findings
- Country-specific versions to make the data locally relevant (for the Shopper Edit report)
- A keynote presentation for the e-commerce industry conference, Deliver
- Sales presentations to support customer conversations

OUTCOME

The reports help businesses understand changing customer behaviour, identify opportunities and make better decisions. At the same time, they strengthen DHL’s position as a trusted voice in e-commerce, turning research into a practical tool for sales and engagement. The result is a set of reports that connect what shoppers want with how businesses operate, giving decision-makers a clearer view of where the industry is now and where it’s heading.