E-commerce fatigue: 76% shoppers find online shopping dull and uninspiring

Online shopping may be more convenient than ever, but it’s losing its charm. A new global study by commerce media firm Criteo finds that 76% of shoppers now view digital shopping as dull and unexciting, with many describing it as a chore rather than an experience. As brands continue to prioritise speed and efficiency, the emotional connection consumers once had with e-commerce is fading, pointing to a growing need for more engaging, discovery-led experiences.

A new report by commerce media firm Criteo titled “The Spark of Discovery – Reigniting the Emotion of Ecommerce” reveals that 76% of online shoppers find digital shopping dull and unexciting. The study, which includes consumer insights from markets like India, suggests that the novelty and emotional connection once associated with online shopping is rapidly fading. For nearly 29% of respondents, online shopping now feels like a chore. While 61% of shoppers still value the convenience and speed that e-commerce offers, many miss the sense of discovery and surprise that earlier defined digital retail.

The emotional disconnect becomes more evident during significant life moments. Only 18% of respondents reported celebrating major milestones through online shopping, indicating a preference for in-person experiences that feel more memorable and engaging. As e-commerce platforms increasingly prioritize streamlined interfaces to enhance usability, shoppers often feel overwhelmed. The study shows that 78% of consumers feel burdened by the sheer volume of product choices, and 79% describe their online shopping experiences as lonely.

Just 50% of those surveyed consider online shopping to be relaxing or enjoyable. Emotional engagement with brands also appears to be lacking. While 39% of shoppers respond positively to interactive or engaging advertisements, only 29% believe influencer content improves their perception of a brand. In contrast, peer recommendations continue to hold more influence. Around 41% of respondents say they feel excited after reading positive product reviews or participating in forum discussions.

Personalisation emerges as a possible solution to reignite consumer interest — but it comes with caveats. About 43% of online shoppers are open to sharing personal data for more tailored experiences, but only if brands maintain transparency and build trust. Despite this openness from consumers, 79% of brand leaders identify data privacy concerns as a key obstacle in enhancing discovery tools.

The report also highlights a growing disconnect between brand strategies and consumer expectations. While 98% of brand leaders believe their current discovery mechanisms are effective, consumer feedback suggests otherwise. The findings underline the need for brands to rethink how they approach digital shopping experiences, shifting from transactional efficiency to emotional connection. As the e-commerce space matures, brands will need to blend personalisation, trust, and creativity to recapture the lost excitement of online discovery.