Online shopping seems to have no magic and has become a mechanical and predictable process. The new report of theCriteo, a global commerce media company, titled "The Spark of Discovery – Reigniting the Emotion of E-commerce", revealed that 76% of consumers believe that online shopping lacks emotion, with nearly one-third of respondents (29%) describing it as something laborious. As online retailers prioritize efficiency, brands risk losing the discovery moments that drive consumer loyalty and engagement, and undermine opportunities for an emotional connection.
E-commerce is efficient but lacks emotion.
The thrill of researching, finding something unexpected, and making an impulse purchase is quickly fading. Today, 61% of consumers turn to online shopping solely for convenience, while one-third (36%) regret the loss of "unexpected finds" – a key factor in retail joy. Consumers crave more than just speed and efficiency. They want surprise, spontaneity, and emotional connection in their digital shopping experiences. When it comes to celebrating major life milestones, only 18% of consumers choose to do so through online shopping. Instead, they prefer to mark memorable occasions with personal experiences that online shopping has not yet been able to reproduce.
Are brands having a lasting impact?
Some brands have difficulty building genuine connections with consumers. More than one-third (39%) of consumers say engaging ads make them feel better about a brand, but when it comes to deeper relationships with the company, some digital marketing strategies could be reconsidered. When directly engaging with a brand, 41% feel excited when reading a positive review or a discussion in forums, proving that third-party endorsement is a powerful driver of brand trust. Customers also want brands to understand the shopping context, as 43% of online buyers expect brands to use their data to create personalized experiences.
Online retail must compete for the consumer's attention
Companies are striving to stand out in a fragmented customer journey. Almost 4 out of 5 (79%) consumers feel that online shopping is lonely, and 78% say they are overwhelmed with too many product options. And, furthermore, only 50% consider online shopping relaxing and enjoyable.
55% of brand leaders believe that influencers drive traffic, but only 29% of consumers say that influencer content makes them feel positive about a brand. Instead, 73% of consumers say that visiting a brand's website contributes to their excitement, highlighting the role of digital experiences in driving engagement and trust in the brand and emphasizing a vital opportunity for brands to connect with buyers.
Discovery is the key to brand growth
Despite the clear consumer demand for more engaging shopping experiences, almost all brand leaders (98%) believe their discovery strategies are effective, and 80% say their approach contributes to brand growth.
Although 79% of companies acknowledge that data privacy concerns hinder their ability to refine discovery strategies, this also presents a clear opportunity. Almost half (43%) of online shoppers are open to brands that use data when it leads to better and more personalized experiences, as long as it is done transparently and with trust.
More than four out of five (83%) brands are prepared to rely on AI tools to improve the user experience. In addition, the use of vital commercial data can create accurate images of customer behavior for personalized experiences. With this, the e-commerce sector is at a turning point.
"Brands that do not turn the purchase journey into a joyful, memorable, and engaging experience run the risk of disappearing from buyers' memories and becoming only a transnational experience," says Tiago Cardoso, Executive Director of Criteo for Latin America. But there is a clear opportunity: with the right combination of emotional storytelling and real-time data, brands can create unexpected moments that feel personal and intuitive, delivering the magic of the 'perfect find,' even when consumers are not actively searching for it.
According to the executive, AI and data-driven strategies can elevate discovery beyond just targeting the right audience at the right time; they should create moments of inspiration. "Consumers are telling us that they want brands to understand them beyond their purchase history. Those that create experiences that feel exciting and immersive – rather than just efficient – will be the ones to capture attention, foster loyalty, and ultimately drive long-term growth."
Study methodology
Criteo partnered with Vitreous World, a Harvard-based public relations and market research specialist, to conduct a global online survey with a representative sample of 6,000 consumers and 600 brand leaders across six markets – the United Kingdom, the United States, France, Germany, Japan, and South Korea.
The research explored the theme of discovery and joy in shopping. All referenced data points are global numbers. The consumer survey was conducted from February 7 to 17, 2025, and the B2B study from February 10 to 27, 2025.
