LONDON – Online shopping may be faster than ever, but the magic is absent. New research from Criteo, the commerce media company, reveals that a staggering 76% of consumers now find e-commerce lacking excitement, with nearly a third (29%) indicating it feels more like a chore than a joy.
The report, “The Spark of Discovery – Reigniting the Emotion of Ecommerce,” depicts a digital shopping experience that has become increasingly efficient yet emotionally lacking. As online retailers prioritize speed and functionality, the spontaneous thrill of discovery is fading, thereby risking a disconnect between consumers and brands.
While 61% of shoppers cite convenience as their primary reason for shopping online, 36% mourn the decline of “unexpected finds” – the little moments that once made browsing online delightful. Notably, only 18% of consumers turn to online shopping to celebrate major life milestones, suggesting digital retail still struggles to replicate the joy of in-person experiences.
The findings show brands are facing an uphill battle when it comes to creating lasting emotional connections. While 39% of shoppers respond positively to engaging ads, third-party voices hold real sway: 41% say reading a positive review or online forum gives them a sense of excitement. Meanwhile, 43% expect brands to use their data to offer more personalised, context-aware shopping experiences.
With 79% of consumers describing online shopping as a lonely experience and 78% overwhelmed by excessive product choices, the digital high street isn’t always a pleasant stroll. Only half of respondents find online shopping relaxing or enjoyable—a clear signal that more needs to be done to improve the emotional quality of the e-commerce journey.
Influencer marketing also appears to be losing its shine. Although 55% of brand leaders still believe influencers drive traffic, only 29% of consumers feel positively influenced by this content. Instead, 73% say a brand’s website is the biggest source of excitement, suggesting owned digital experiences remain a vital touchpoint for connection and discovery.
Despite these challenges, many brands believe their discovery strategies are working – 98% say they’re effective, and 80% credit them with contributing to growth. But consumers are asking for more. While 79% of brands cite data privacy concerns as a barrier to refining their approach, 43% of shoppers say they’re open to sharing data, as long as it leads to more meaningful, personalised experiences.
With 83% of brands planning to use AI tools to improve user experience, the future of e-commerce could be both smart and emotional—if brands can strike the right balance.
Marc Fischli, Executive MD EMEA at Criteo, said:
“Once, shopping was about excitement – the thrill of the unexpected, the delight of discovery. Today, we no longer ‘go shopping’ – we are always shopping – but that hasn’t made the experience more exciting. Instead, 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.
But there’s a clear opportunity: with the right mix of emotional storytelling and real-time data, brands can create serendipitous moments that feel personal and intuitive – delivering the magic of the ‘perfect find’ even when consumers aren’t actively searching for it. AI and data-driven strategies can elevate discovery beyond just targeting the right audience at the right time; they should create moments of inspiration. Consumers are telling us they want brands to understand them beyond just their purchase history. Those who craft experiences that feel exciting and immersive – instead of just efficient – will be the ones that capture attention, foster loyalty, and ultimately drive long-term growth.”
Methodology:
Criteo worked with Harvard PR and research firm Vitreous World to conduct a global online survey of 6,000 consumers and 600 brand leaders in the UK, US, France, Germany, Japan, and South Korea. The consumer study was conducted between 7 and 17 February 2025, with the B2B study following from 10 to 27 February 2025.
