Stat: Convenient online shopping lacks excitement and discovery

Global – While online shopping offers ease, most consumers say it lacks excitement, according to an international survey by Criteo. Some 76% of shoppers say online retail is dull, with nearly a third (29%) calling it a ‘chore’. The survey polled 6,000 consumers and 600 brand leaders in six countries.

Although 61% of shoppers turn to online retail for convenience, 79% describe the experience as ‘lonely’ and 78% feel overwhelmed by too many choices. Only half say they find online shopping enjoyable or relaxing.

‘Once, shopping was about excitement – the thrill of the unexpected, the delight of discovery,’ says Marc Fischli, executive managing director at Criteo. ‘Online retail has become a functional necessity, optimised for speed but stripped of surprise and spontaneity.’

Personalisation could offer a solution. Some 43% of online shoppers are open to brands using their data to improve experiences provided it’s done transparently and with trust. Fischli notes that consumers crave the unexpected, but discovery is too often left to chance.

While 98% of brand leaders believe their discovery strategies are effective, 79% admit that data privacy concerns limit their ability to improve them. Interestingly, 55% believe influencers drive traffic, yet only 29% of consumers say influencer content makes them feel more positively about a brand.

In our Escapism Retail report, we explored how innovative physical retail spaces are becoming a compelling antidote to online shopping’s lack of excitement.