The results are in—it has. Once a playground of discovery, it’s now a predictable, mechanical process making consumers are dissatisfied. According to Criteo’s latest report, The Spark of Discovery – Reigniting The Emotion of Ecommerce, a staggering 76% of shoppers say online retail lacks excitement, and 29% go as far as calling it a chore.
While ecommerce has nailed efficiency, it’s struggling to deliver emotion. The joy of stumbling upon unexpected finds is disappearing, with 36% of consumers lamenting the loss of retail surprises. More than three in five (61%) now shop online purely for convenience, and just 18% turn to digital retail for celebrating major milestones. Speed alone won’t sustain engagement when shoppers want spontaneity, surprise, and connection.
Are brands really making an impact?
Some brands are failing to forge lasting relationships. While 39% of consumers say engaging ads leave a positive impression, deeper connections remain elusive. Instead, third-party endorsements prove powerful, with 41% of shoppers feeling excited by positive reviews or online discussions.
Adding to the challenge, 79% of consumers describe online shopping as lonely, while 78% feel overwhelmed by excessive product choices.
Even influencer marketing isn’t the silver bullet brands might hope for. While 55% of brand leaders believe influencers drive traffic, only 29% of consumers say influencer content makes them feel positively toward a brand. Instead, 73% find excitement in visiting a brand’s website, reinforcing the importance of owned digital experiences.
Reigniting the spark of ecommerce
Despite the demand for richer shopping experiences, nearly all brand leaders (98%) believe their discovery strategies are already effective. Yet with 79% acknowledging that data privacy concerns limit their ability to refine these strategies, there’s a crucial gap to address. Encouragingly, 43% of consumers are open to brands using their data if it results in better, more personalised experiences.
As the industry leans into AI-driven personalisation, 83% of brands plan to use AI to enhance user experience. This could enable them to master discovery, surprise, and meaningful engagement in transactional ecommerce world.