In a recent survey conducted by Criteo, Consumers find ecommerce shopping boring!

The article highlights a growing disconnect between the efficiency of online shopping and the emotional satisfaction it once provided. As consumers increasingly view ecommerce as utilitarian or even burdensome, retailers face the challenge of making digital shopping more engaging. Retailers who successfully blend convenience with moments of discovery and emotional engagement are likely to stand out and build stronger customer loyalty in a crowded digital marketplace.

Here are the takeaways from the Criteo survey.

Ecommerce Lacks Excitement: According to a Criteo study, over 75% of consumers find online shopping functional but no longer fun. The thrill of impulse buying is fading, with 61% shopping mainly for convenience, 29% viewing it as a chore, and 36% missing the excitement of “unexpected finds.”

Experiential Gap: In-store shopping is becoming more experiential, while 79% of shoppers see online shopping as a lonely activity. Additionally, 78% feel overwhelmed by the sheer volume of choices online. Only about half of consumers consider online shopping enjoyable.

Personalization remains non-contextual: To address this, experts suggest that retailers must go beyond efficiency and create emotionally engaging, personalized experiences. This could involve curated product suggestions, tailored recommendations, and dynamic content that mimics the serendipity of in-store discovery.

The element of surprise takes too long to uncover: Artificial intelligence is a tool to personalize the online experience and reintroduce the element of surprise for shoppers who miss “unexpected finds.”

Make data privacy less burdensome: While 79% of retailers see data privacy as a barrier to better personalization, 43% of consumers are open to sharing their data for a more tailored experience.

Opportunities for Retailers: Retailers are encouraged to enhance emotional connections through interactive ads, curated collections, and limited-time offers to reinvigorate the online shopping experience and foster brand loyalty.

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