Episode Summary
In this episode of The Cashflow Show, host Clayton M Coke speaks with applied futurist Tom Cheesewright about insights from the DHL 2026 E-Commerce Trends Report. They explore why shoppers abandon purchases over missing payment methods, the rise of digital wallets and cryptocurrency, consumer concerns about AI, the critical importance of delivery and returns, shifting influence from influencers to user-generated content, voice commerce, and the emerging idea of “ghost stores.”
Chapters 00:00 – Introduction and welcome
00:27 – What an applied futurist does
01:47 – The DHL 2026 E-Commerce Trends Report
02:15 – Payment method gaps and abandoned purchases
03:14 – Why friction at checkout still costs sales
04:41 – Digital wallets and the rise of crypto payments
05:37 – Global and cross-border commerce implications
07:00 – Consumer concerns about AI, privacy and trust
07:57 – When AI becomes invisible and valuable
09:20 – AI shopping agents and ghost stores
10:45 – Convenience vs trust in delivery and returns
12:08 – Why the physical side of e-commerce matters most
14:32 – Influencers vs user-generated content
16:27 – The UK’s different relationship with influencers
17:22 – Voice commerce and hands-free shopping
19:49 – Advice for new e-commerce businesses
21:15 – Where to find the report and Tom
Key Discussion Points
- 62% of shoppers abandon a purchase if their preferred payment method is unavailable, yet only 45% of businesses recognise this as a cause of lost sales
- Digital wallets are mainstream; cryptocurrency adoption is projected to reach nearly 30% by 2030
- Cross-border commerce makes broader payment options increasingly important
- Consumers remain cautious about AI in shopping around privacy and trust
- AI delivers clear value when it improves personalisation, fraud protection or convenience
- Convenience is critical for 92% of online shoppers, but 76% will not buy if they do not trust the delivery or returns provider
- Delivery and returns form the main physical interaction most customers have with an online brand
- Globally, user-generated content now influences more people than influencer posts (with the UK as a notable exception)
- Nearly half of hands-free shoppers make purchases two or three times a week via voice
Key Takeaways
- Friction at checkout, especially missing payment options, still drives significant lost sales
- The physical experience of delivery and returns defines brand perception for many online shoppers
- AI will be accepted more readily when consumers clearly see the benefit
- Understanding your specific customer base is essential when deciding which payment methods and channels to prioritise
- New e-commerce businesses should get the physical fulfilment experience right before polishing the digital layer
Notable Quotes
“Consumers are fundamentally lazy and don’t want to go and make that effort.” – Tom Cheesewright
“The physical is absolutely critical now for your e-commerce brand.” – Tom Cheesewright
“Start with the physical… then build your digital layers on top.” – Tom Cheesewright
Actionable Insights for Businesses
- Audit and expand payment options to match what your customers actually want to use
- Treat delivery and returns as core brand experiences, not afterthoughts
- Use AI in ways that deliver visible value to shoppers (personalisation, fraud protection, convenience)
- Monitor the growing influence of authentic user-generated content alongside traditional influencer activity
- Prepare for emerging channels such as voice commerce where they fit your product categories
- For new online businesses, prioritise reliable fulfilment and packaging before heavy digital investment
Resources
- DHL 2026 E-Commerce Trends Report: dhl.com/2026-report (or search “DHL e-commerce 2026 trends report”)
- Tom Cheesewright: tomcheesewright.com
“What are YOU like?”, “60 Second Shoot-Out” &"What About The Tech?" are all intellectual properties of Dialogue [London] Ltd
(c) Clayton M Coke/PRMS Ltd/Dialogue [London] Ltd | All Rights Reserved
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