Digital Shopping is Boring, It’s Time to Awaken a New (Old) Spark

You have probably been in a situation where your day was an absolute disaster, everything was getting on your nerves, and the only thing that could bring you back to center was – good shopping. Of course, it would have been better if you had sat down to meditate or put on your running shoes at that moment, but, hey, we are human, bloody under the skin – to trigger a rush of serotonin, there is no more effective method than swiping a card in your favorite store. This quick mood boost through shopping, whether emotionally stable or a bit off the rails, is officially called retail-therapy, and experts have recently noted that it has a better effect in the real world compared to the virtual one.

Clicking to add items to a cart simply does not evoke such a good feeling in users as shopping in physical stores, where you hand a physical card to the cashier, try on products, and the salesperson sends you off with a friendly smile. Of course, online shopping has tons of advantages. From the comfort of their home, a customer can order whatever comes to mind in just a few clicks (plus they often do not feel like they are spending money until they receive their bank statement), and everything arrives straight to their home address, but it seems that, despite the convenience, there are more and more signs that digital shopping is losing the spark that ‘ignites’ good mood, providing feelings of joy, excitement, and discovery.

Emotional Void

That this is not just a matter of impression, but a fact, was shown by a global study conducted for Criteo by Harvard PR in collaboration with Vitreous World. It included over six thousand consumers and six hundred brand leaders from six major markets (UK, USA, France, Germany, Japan, and South Korea), and the conclusion is clear and unequivocal: the experience of digital shopping is functional but emotionally empty. Furthermore, as stated in the report titled ‘The Spark of Discovery: Reigniting The Emotion of Ecommerce’, shopping trends have diminished the spark of visiting ‘physical’ stores, as shopping is no longer perceived as a special event; it has become so ubiquitous that consumers feel they are always in the process. People no longer go shopping because they are actually always shopping.

However, as the authors of the report explain, even in times when swiping a card (online or offline) has become a daily habit, there are ways to rekindle that spark, which is especially important for emotionally empty online retailers. The fact that the e-shopping market is growing (4.14 trillion dollars in 2024) should not deter them from the idea that it is worth investing effort (and budgets) into improving the experience, as this makes customers happier and more satisfied with their choices, which strengthens trust and loyalty in the long run. Therefore, if you want to grow rather than your competition, it is essential to invest energy in aligning with customer expectations and their need for shopping to have a therapeutic effect.

Poor Statistics

At this moment, as the aforementioned study shows, the latter is the weakest point of digital shopping. As many as 76 percent of respondents believe that online shopping lacks surprise and joy, 79 percent find it lonely, and 78 percent overwhelming due to too many options. More than half of them (54 percent) want to feel joy while shopping, and, believe it or not, impulse purchases usually bring the greatest satisfaction, and they happen more often in physical than in online stores. Specifically, only 13 percent have made an unplanned purchase online, while 36 percent have done so in physical stores. However, given that 61 percent still prefer to shop in the virtual world because it is more convenient, online brands have good prospects – consumers are more often at their address rather than the physical one.

As pointed out in the report by the CEO of the research client, Criteo, Marc Fischli, for brands, the pursuit of efficiency and more precise targeting remains important, but it is equally important to consider the emotional rhythm of the entire customer journey, from the moment a consumer sees an ad that resonates with them through a memorable social media interaction to an influencer review that finally convinces them that the product is worth buying. – Physical stores have traditionally been strong in understanding the person behind the customer, and now it is time for e-commerce to do the same – said Fischli.

The Spark of Discovery

For this to happen, as suggested in the report, the first step is to embrace the idea that online shoppers also need emotional satisfaction and to transfer the concept of ‘the spark of discovery’, those spontaneous, joyful moments that happen more often in physical stores, into the virtual world. This could be, for example, an unexpected but well-targeted product recommendation, a personalized message that reminds them of their style or past purchase, an ad that entertains or inspires rather than sells, or interactive content that invites further exploration. Furthermore, brands must understand that in their campaigns, they should not just push products and advertise promotions but offer a story, a solution, or an experience that elicits some form of emotional feedback. For instance, Google has integrated an AI tool into its Google Shopping product that helps consumers realize their vision in reality. If they want a boho look, Google will offer them clothing or cosmetic products (and tutorials) that match the desired appearance, without wasting time on excessive scrolling.

Additionally, the first impression on a website or app can be crucial, and it is precisely where relationships are built, not just sales realized. It would be ideal if they could leave room for ‘human’, spontaneous moments even within structured systems. American Walmart has thus tailored a shopping experience for ‘Minecraft’ fans, turning the store into a playground for fans of that cult game. Finally, it is recommended to measure emotions, not just numbers: include qualitative research in the strategy, A/B testing of emotional reactions to content, and track feedback beyond traditional questionnaires. Besides these steps, e-commerce does not have to give up functionality, but it can be inspirational. Or, as researchers conclude, with smart use of technology, a little effort, and creativity, online shopping can also have that good old dose of magic, spontaneity, and serotonin rush. And we all need that.