Online shopping seems to lack magic and has become a mechanical, predictable process. Three-quarters of consumers say it lacks excitement, with nearly a third describing it as “a chore”.
This is according to a new report from Criteo, revealing that almost four in five consumers (79 per cent) feel online shopping is lonely, and 78 per cent say they are overwhelmed by too many product choices. Worse still, only half of consumers find online shopping relaxing or enjoyable.
This new report – The Spark of Discovery: Reigniting The Emotion of Ecommerce – revealed that as online retailers prioritise efficiency, brands risk missing the moments of discovery that drive loyalty and engagement amongst shoppers and eroding opportunities for an emotional connection.
Over a third (39 per cent) of shoppers say engaging ads make them feel positively towards a brand. In addition, when directly engaging with a brand, 41 per cent feel excited when reading a positive review or forum discussion, proving third-party endorsement is a powerful driver of brand trust.
For the consumer experience, it seems the thrill of browsing, stumbling upon an unexpected find and making an impulse purchase is fading fast. Today, 61 per cent of shoppers turn to online shopping purely for convenience, while others said they want surprise, spontaneity, and emotional connection in their digital shopping experiences.
Marc Fischli, Executive MD EMEA at Criteo, said: “Online retail has become a functional necessity, optimised for speed but stripped of surprise and spontaneity. Our research shows that consumers crave the thrill of the unexpected, yet too often, discovery is being left to chance. Brands that don’t reinject joy into the shopping journey risk fading into the background of a transactional, forgettable experience.
“With the right mix of emotional storytelling and real-time data, brands can create serendipitous moments that feel personal and intuitive. AI and data-driven strategies can elevate discovery beyond just targeting the right audience at the right time. Those who craft experiences that feel exciting and immersive will be the ones that capture attention, foster loyalty, and ultimately drive long-term growth.”
