Survey: Consumers say online shopping 'lacks excitement,' feel overwhelmed
Consumers say that while online shopping is convenient, it isn’t as fun as it could be. And with so many choices, it's also overwhelming.
Three-quarters (76%) of consumers say online shopping lacks excitement, and 29% describe it as a “chore," according to a new survey from commerce media company Criteo. More than half (61%) of shoppers say they turn to online shopping purely for convenience, while a third (36%) lament the loss of “unexpected finds” online, which is a key driver of retail joy, noted Criteo.
Nearly eight-in-10 (79%) consumers feel online shopping is “lonely,” and 78% say they are overwhelmed by too many product choices. Only 50% find online shopping relaxing or enjoyable.
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Over a third (39%) of consumers surveyed say engaging ads make them feel positively towards a brand. When directly engaging with a brand, 41% feel excited when reading a positive review or forum discussion. Customers want to be understood by brands also, as 43% of online shoppers expect brands to use their data to create personalised experiences.
A majority (55%) of brand leaders believe influencers drive traffic, but only 29% of consumers say influencer content makes them feel positively towards a brand. Nearly three-quarters (73%) of consumers say visiting a brand’s website contributes to their excitement.
Almost all brand leaders (98%) believe their discovery strategies are effective, and 80% stating their approach contributes to brand growth. While 79% of brands acknowledge that data privacy concerns hinder their ability to refine discovery strategies, almost half (43%) of online shoppers are open to brands using their data when it leads to better, more personalized experiences, provided it’s done transparently and with trust. More than four-in-five (83%) brands say they are set to lean on AI tools to improve user experience.
“Once, shopping was about excitement – the thrill of the unexpected, the delight of discovery,” said Marc Fischli, executive managing director at Criteo. “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.”
Criteo partnered with Harvard PR and market research specialist Vitreous World to poll 6000 consumers and 600 brand leaders across six markets: the U.K., U.S., France, Germany, Japan and South Korea.
