A new report from commerce media company Criteo highlights a growing disconnect between the efficiency of online shopping and the emotional experience consumers crave. According to “The Spark of Discovery” study, 76% of shoppers find e-commerce lacks excitement, with nearly one-third viewing it as merely a chore.
While digital retail platforms have optimized for convenience, they’ve sacrificed the emotional engagement that builds lasting customer relationships. The research reveals 61% of consumers shop online purely for efficiency, but 36% miss the thrill of unexpected discoveries that make traditional shopping enjoyable.
“Shopping once meant excitement—a sense of adventure and joy in finding something unexpected,” explains Medhavi Singh, Criteo India’s country head. “Today’s streamlined e-commerce experience is fast but lacks surprise and delight.”
The emotional disconnect appears in several key findings: 79% of consumers describe online shopping as lonely, 78% feel overwhelmed by excessive choices, and only half find the experience relaxing or enjoyable. For celebrating significant life events, just 18% turn to online shopping, preferring in-person experiences instead.
Interestingly, while 55% of brand leaders believe influencers drive traffic, only 29% of consumers report feeling positively toward brands through influencer content. Instead, 73% of shoppers say visiting a brand’s website contributes to their excitement.
The study suggests opportunities for improvement through personalization—43% of online shoppers are open to brands using their data for better experiences when done transparently. With 83% of brands planning to leverage AI for improved user experiences, the e-commerce industry stands at a pivotal moment to reintroduce emotional engagement to digital shopping.
