DHL’s latest global ecommerce survey shows that Black Friday continues to gain momentum among B2B sellers, even as concerns over pricing transparency and delivery expectations reshape how businesses approach the peak shopping period.
The 2025 DHL eCommerce Trends Report features responses from 4,050 businesses in 19 countries and 24,000 online shoppers across 24 markets. It found that 84% of online retailers plan to participate in Black Friday this year.
And participation is even higher in B2B. 85% of business-focused sellers expect to run promotions, underscoring Black Friday’s growing role in influencing corporate purchasing and supplier selection.
B2B sellers reported solid gains from last year’s event. 63% said their Black Friday sales increased in 2024, and 48% generated higher revenue during the period than in a typical sales window. Large businesses saw the strongest lift, with 69% reporting year-over-year sales growth tied to Black Friday campaigns.
But behind the broad participation is a widening trust gap. While 69% of retailers believe customers trust their pricing and promotions, only 50% of shoppers say they mostly or completely trust Black Friday offers. Trust splits sharply by age: 56% of Gen Z shoppers trust retailers’ pricing compared with 38% of Baby Boomers, a divide that also shows up in purchase intent. 81% of Gen Z respondents plan to buy more during Black Friday, versus 64% of Boomers.
DHL: Black Friday bleeds into B2B sales
For B2B sellers, trust levels are slightly higher but still a concern. DHL reports that 67% of B2B e-tailers believe customers trust their offers. That’s below the overall business average in the survey.
Fulfillment remains one of the strongest determinants of conversion. DHL found that 82% of Black Friday shoppers — businesses and consumers alike — will abandon a cart if their preferred delivery option is not offered. Free delivery ranks as the most crucial factor, followed by clear return policies and transparent shipping terms.
Customer reviews and social visibility are increasingly shaping buyer behavior. 64% of Black Friday shoppers say reviews on social platforms influence where they buy. And more than half (53%) say targeted offers or discount codes prompt them to increase their spending. Cross-border shopping continues to rise as well, with 62% of shoppers willing to buy from retailers in other countries if pricing and delivery options are competitive.
“Black Friday is no longer just about discounts, it’s about trust and experience,” said Pablo Ciano, CEO of DHL eCommerce, in the findings. “Retailers must focus on transparency, authenticity, and seamless delivery options to win loyalty.”
For B2B brands, DHL notes that the event is increasingly being used as a strategic acquisition and retention tool, with businesses deploying limited-time offers to win new accounts, re-engage existing buyers and move category-specific inventory.
DHL’s report concludes that companies that emphasize clear pricing, credible promotions and flexible delivery options are best positioned to benefit. That’s not only during Black Friday and Cyber Monday, but also throughout what the company describes as the “long-term trust economy” defining modern B2B and B2C ecommerce.
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