When ecommerce promises everything, but delivers nothing — welcome to the boredom economy.
A new survey says consumers are overwhelmed, bored, and lonely online. Here’s how ecommerce brands can stop sucking the joy out of shopping.
Once upon a time, shopping was fun.
You walked into a store for toothpaste and walked out with a waffle maker, a scented candle, and a new existential crisis. That was retail therapy. Now? Online shopping feels more like sorting through a digital landfill. Efficient, yes. Exciting? Not even close.
A new Criteo survey just confirmed what your gut already knew: online shopping has become a chore.
The catch: Shopping online is boring and overwhelming
Let’s break down the misery:
- 💤 76% of consumers say online shopping lacks excitement
- 🧍♂️ 79% say it’s lonely
- 🧠 78% feel overwhelmed by too many product choices
- 📦 Only 50% find online shopping relaxing or enjoyable
Let that sink in: half your customers would rather do something else. Like laundry. Or taxes.
Even more brutal? 36% miss the “unexpected finds” they’d stumble upon in physical stores — a reminder that your product grid and pop-ups aren’t exactly inspiring wonder.
Why it matters: You’re not selling. You’re vending.
This isn’t about nostalgia for malls or the scent of Cinnabon. It’s about the joy of discovery — and most ecommerce sites have killed it in favor of frictionless funnels.
You gave customers filters, AI recs, endless SKUs… but no fun.
Criteo’s Marc Fischli nailed it: “We no longer go shopping — we are always shopping.” And yet the experience is emptier than ever. That’s the paradox. The store is open 24/7, but the soul is gone.
Even brand leaders are living in delusion:
- 98% say their discovery strategies are working
- But only 29% of shoppers say influencer content makes them feel good about a brand
To be clear: influencer content can drive traffic and awareness — but if it’s not tied to a deeper customer experience, it’s just noise. You can’t outsource excitement to someone else’s feed and call it a day.
Operator POV: The path to re-enchantment
The good news? You don’t need to overhaul your business. You just need to make it fun again.
Some ideas that actually align with what consumers want:
- 🎯 Personalized, not creepy – 43% are cool with brands using their data for better experiences… if you don’t overstep.
- 💬 Positive social proof – 41% feel excited when reading reviews or forum posts. Lean into community-driven content.
- 🖼️ Engaging creative > cookie-cutter ads – 39% say good ads improve brand perception. That’s your signal to put more effort into actual storytelling, not just sale banners.
- 🕹️ Gamify it, surprise them – Think more “Spin to win,” less “Buy 2, get 1.” Or create limited drops and experiences that feel like events, not errands.
And don’t forget your site: 73% say visiting a brand’s website adds to excitement. That’s your turf. Make it feel like a place worth visiting — not a checkout tunnel.
So what?
If you treat your brand like a vending machine, don’t be shocked when your customers feel like zombies.
The future of ecommerce isn’t just convenience. It’s experience. And experience means more than fast load times and AI recs. It means emotion, story, and spontaneity — the stuff humans actually enjoy.
TL;DR? Stop making it a chore. Start making it a chase.
