More than three-quarters of online shoppers — 76% — say that digital shopping has become dull and unexciting, according to a new report by commerce media firm Criteo. The study, titled “The Spark of Discovery – Reigniting the Emotion of Ecommerce”, highlights how online shopping, once filled with novelty and surprise, is now seen by many as a routine task.
The report, which surveyed consumers across markets including India, found that nearly 29% of respondents describe online shopping as a chore. While convenience continues to be a key driver, with 61% turning to e-commerce for its efficiency, the emotional appeal of browsing and stumbling upon unexpected finds is fading. One in three shoppers said they miss moments of surprise, a feature that used to define the early days of online retail. This emotional disconnect is particularly visible around significant life events. Only 18% of those surveyed said they celebrate important milestones through online purchases, with many preferring in-person experiences that offer more memorable engagement.
As digital platforms streamline their interfaces for speed and simplicity, many shoppers feel overwhelmed by the abundance of options. The study notes that 78% of consumers feel burdened by too many product choices, while 79% describe the experience as lonely. Just half of those surveyed find online shopping to be relaxing or enjoyable. When it comes to brand engagement, emotional resonance appears to be falling short. While 39% of shoppers respond positively to engaging advertisements, only 29% say influencer content improves their perception of a brand. Peer endorsements remain more effective, with 41% of respondents feeling excited after reading positive reviews or forum discussions.
Personalisation could be a way forward, but only if handled with care. About 43% of online shoppers said they would be willing to share their data in exchange for better, more tailored experiences — but only when done transparently and with trust. At the same time, 79% of brand leaders cited data privacy concerns as a barrier to enhancing discovery features. The findings suggest a growing mismatch between brand strategies and consumer expectations. While 98% of brand leaders believe their current discovery methods are effective, many shoppers feel otherwise.