Emotional Shopping Experience: How E-Commerce Is Losing Its Magic
Online shopping used to feel like an adventure. People clicked through stores with curiosity, discovered unexpected items, and felt inspired. Today, however, digital shopping has become a routine task — efficient, yes, but stripped of emotion. A new study by tech company Criteo confirms this shift: 76% of consumers now describe online shopping as “functional but not entertaining.” What caused this change, and how can brands reignite the emotional experience of e-commerce?
Function Over Feeling: Key Findings from Criteo’s Study
Published in March 2025, the study “The Spark of Discovery – Reigniting The Emotion of Ecommerce” reveals a clear trend: online shopping is no longer enjoyable for most. Three out of four consumers say the experience lacks excitement, and nearly one in three even see it as a chore.
Spontaneity has all but disappeared. Where browsing once led to fun surprises, now 36% of respondents say they miss unexpected discoveries. For 61%, the main reason for shopping online is practicality, not enjoyment or inspiration. Only 18% turn to e-commerce for emotional occasions like birthdays or celebrations — highlighting a significant experience gap.
Discovery: The Overlooked Success Factor
“Discovery” — the thrill of stumbling upon new products — is a major emotional driver in retail. Yet brands often underestimate its value. In fact, 98% of brand executives surveyed believe their discovery strategies are already effective. But the consumer side tells a different story.
Many companies cite data privacy concerns as the main barrier to improving discovery. According to the study, 79% of brands feel restricted by privacy regulations. Yet there’s a major opportunity here: 43% of consumers say they’re willing to share data — if transparency and trust are guaranteed.
Personalization with Purpose: How AI Can Help
Artificial intelligence is already part of the solution. 83% of brands use AI-powered tools to enhance customer experiences through personalization. But tech alone isn’t enough. True discovery happens when data meets emotion. The goal is to present the “perfect find” in a way that feels intuitive, relevant, and exciting.
To achieve this, brands need more than just algorithms. They need storytelling, themed collections, and engaging interfaces that guide customers toward inspiration — not just transactions. When done right, personalization becomes a source of joy rather than just efficiency.
What Brands Can Do: Inspire, Don’t Just Sell
The message is clear: brands must move beyond product visibility and focus on emotional engagement. The shopping journey should feel like discovery again, not just checkout. Interfaces must invite exploration, content should tell stories, and curation should play a bigger role.
A shift in mindset is needed — one that blends technology with human experience. Those who manage to make online shopping enjoyable again will not only attract new customers but also build long-term loyalty.
Conclusion: Bringing Emotion Back to E-Commerce
The e-commerce industry is at a crossroads. Functionality alone is no longer enough. As Criteo’s study shows, consumers crave inspiration, delight, and emotional connection. Brands that act now — investing in discovery, transparent personalization, and emotional UX — will position themselves ahead of the curve.
About the Study’s Author
The insights presented here are based on the international study “The Spark of Discovery” by Dominik Grollmann, a leading e-commerce analyst and writer for neuhandeln.de. The study surveyed 6,000 consumers and 600 brand executives across markets including Germany, the U.S., France, the UK, Japan, and South Korea. Grollmann is known for his in-depth analysis of digital commerce trends and customer experience strategies.