Online Shopper Survey: Real-World Infographics

Each year, DHL eCommerce surveys thousands of online shoppers worldwide - capturing insight on trends like delivery preferences, sustainability and returns. But the 2024 Online Shopper Survey presented a familiar challenge: how do you turn a wealth of complex data into something actionable, making insights meaningful?

As DHL’s creative partner, Something Big designed a series of visually led reports to make the findings more accessible and useful for small and medium-sized businesses (SMBs) - many of whom are short on time and often overwhelmed by traditional industry data.

The creative approach focused on making data both relevant and actionable. Real-world objects and relatable examples brought key statistics to life, providing a context that SMBs could easily connect with. Clear colour coding and intuitive layouts guided readers through essential themes, ensuring the insights were not only digestible but impactful.

The reports were designed with flexibility in mind - balancing bold, accessible design with DHL’s global brand guidelines. Each report was created for scannability, with visual signposting, concise messaging and design elements that supported fast comprehension.

The final suite included:
• Five global reports, each focused on a key ecommerce theme
• Country-specific versions to support local relevance
• DHL.com landing pages to host downloadable reports
• An internal indexing tool to help DHL teams find and share insights quickly

The result is a practical, insight-driven toolkit that helps SMBs understand their customers and respond to evolving ecommerce trends. It also strengthened DHL’s role as more than a logistics provider - positioning the brand as a valuable partner in ecommerce growth. By designing data with clarity and purpose, Something Big helped DHL deliver real value to the businesses it serves.