At 46%, Nigeria emerges as one of the report’s most AI-engaged e-commerce markets, says DHL 

 AI could soon choose what we 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. 

The E-Commerce Trends Report 2026, based on survey findings from 29,000 online shoppers and 5,800 e-commerce businesses across 29 countries, including Nigeria, highlights 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 points 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, 88per cent of Nigerian e-commerce businesses already use some form of AI across their platforms, while 94per 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 83per cent respectively.

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.

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.”