E-Commerce's Emotional Gap: What Consumers Want vs. What Brands Deliver
As online retailers focus on efficiency, brands risk losing key moments of discovery that foster shopper loyalty and engagement and help build emotional connections, according to a report from commerce media company Criteo.
Titled “The Spark of Discovery — Reigniting The Emotion of E-Commerce,” the report reveals that three-quarters (76%) of consumers say online shopping lacks excitement, with nearly a third of respondents (29%) describing it as a chore.
What E-Commerce Is Lacking
Criteo’s research suggests that the thrill of browsing, stumbling upon an unexpected find and making an impulse purchase is fading fast.
Today, 61% of shoppers choose online shopping for its convenience, but 36% said they miss the joy of “unexpected finds.” Consumers want more than speed and efficiency; they’re looking for “surprise, spontaneity and emotional connection” in their digital shopping experiences, per a media release on the report’s results.
When it comes to celebrating major life milestones, just 18% of respondents said they turn to online shopping. Most still prefer the meaningful, in-person experiences that digital retail hasn’t yet been able to replicate.
79% of consumers feel online shopping is lonely, and 78% said they are overwhelmed by too many product choices. Just 50% said they find online shopping relaxing or enjoyable.
Methodology
Criteo partnered with Harvard PR and market research specialist Vitreous World to conduct a global online survey with a sample size of 6,000 consumers and 600 brand leaders across six markets — the U.K., U.S., France, Germany, Japan and South Korea.
The survey explored the topic of discovery and joy in shopping. All data points referenced are global figures.
The consumer survey was conducted Feb. 7-17, and the B2B study Feb. 10-27.
What Resonates With Consumers
While 39% of respondents said engaging advertisements can create a positive impression of a brand, many still feel brands are falling short when it comes to building deeper, more meaningful connections online.
Per the report, 41% of shoppers feel a sense of excitement when reading positive reviews or forum discussions, highlighting the importance of third-party endorsements in building trust.
Additionally, 43% of online shoppers now expect brands to use their data to deliver personalized experiences — indicating a growing demand for context-aware, tailored marketing strategies.
Interestingly, more than half (55%) of brand leaders believe influencers help drive traffic, but only 29% of shoppers said influencer content positively impacts their perception of a brand. Instead, 73% said visiting a brand’s website contributes to their excitement.
The Consumer-Brand Gap
Despite these signals, many brands remain confident in their current strategies. Nearly all (98%) said their discovery efforts are effective, and 80% believe those strategies directly contribute to brand growth. Yet consumer sentiment suggests otherwise.
While 79% of brands acknowledged that data privacy concerns hinder their ability to refine discovery strategies, 43% of consumers said they are open to brands using their data — so long as it’s done transparently and delivers more personalized experiences.
Additionally, with more than four-in-five (83%) brands set to lean on artificial intelligence tools to improve the user experience, the industry appears to be reaching a turning point, according to Criteo. Personalization powered by real-time data and AI is poised to shift e-commerce from a transactional process to one of inspiration and discovery.
“Online retail has become a functional necessity, optimised for speed but stripped of surprise and spontaneity,” Marc Fischli, executive managing director EMEA at Criteo, said in the release. “Brands that don’t reinject joy into the shopping journey risk fading into the background of a transactional, forgettable experience.”
He added: “With the right mix of emotional storytelling and real-time data, brands can create serendipitous moments that feel personal and intuitive. … Those who craft experiences that feel exciting and immersive — instead of just efficient — will be the ones that capture attention, foster loyalty, and ultimately drive long-term growth.”
As consumers seek more meaningful digital experiences, brands that balance efficiency with emotion may find a competitive edge in a saturated market.
