A new study reveals that today’s online shopping feels more like a chore than a thrill. Here’s how brands can turn it around.
In the early boom of e-commerce, shopping online was exciting—full of discovery and surprise. But according to a new study by Criteo, that excitement is wearing off.
Today, more than 75% of consumers say e-commerce is merely functional, not fun.
Key Findings:
- 61% see online shopping as a means of convenience.
- 29% describe it as a chore.
- 36% miss the joy of “unexpected finds.”
- 79% feel that online shopping is a lonely experience.
- 78% feel overwhelmed by too many product choices.
In contrast, physical retail is becoming more experiential and social, further exposing the emotional gap in digital shopping.
Why It Matters
This shift spells risk for brands that continue to treat online shopping purely as a transaction. Without emotional engagement, loyalty weakens and customers lose interest.
Retailers must recognize:
Efficiency alone is no longer enough.
How Retailers Can Reignite the Spark
Sherry Smith, Executive Managing Director at Criteo, points to personalization as the solution:
“Retailers need to blend the ease of e-commerce with the curiosity and excitement of in-store discovery—through curated product suggestions, tailored recommendations, and dynamic content reflecting shoppers’ preferences.”
Key strategies include:
- Curated collections to reintroduce the thrill of discovery.
- Limited-time offers to create urgency and excitement.
- AI-driven personalization that delivers tailored, intuitive experiences.
- Interactive ad formats that foster emotional connections.
Notably, 43% of shoppers are willing to share their data if it leads to a better, more personalized experience.
The Opportunity
Retailers who rethink their digital experiences—moving beyond endless catalogs and toward emotional engagement—stand to not only retain customers but build stronger loyalty in a highly competitive landscape.
The future of e-commerce belongs to brands that make shopping feel exciting again.
