Céline Cheminal

Head of Marketing

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Experience

09/04/2025

Has Online Shopping Lost Its Spark?

For years, e-commerce has delivered on convenience, speed, and scale. But something essential may have been lost along the way: the joy of shopping.

A recent global study conducted by Harvard PR and Vitreous World for Criteo surveyed over 6,000 consumers and 600 brand leaders across the US, UK, France, Germany, Japan, and South Korea. The results point to a growing problem: the online shopping experience has become efficient—but uninspiring.

Online shopping is losing its emotional appeal

According to the study,

76% of consumers say online shopping lacks surprise or delight

78% find it overwhelming

79% describe it as a lonely activity

Even the once-celebrated advantage of endless choice is now a burden. With generic grids and product overload, many shoppers feel overwhelmed. Nearly 29% say online shopping feels like a chore.

Why fashion e-commerce is especially vulnerable

The emotional disconnect is particularly problematic for the fashion industry, which relies on visual storytelling, inspiration, and personal identity.

While e-commerce performs well in categories like tech or groceries, 40% of consumers still prefer shopping for fashion and beauty in-store. They want the sensory experience: touching fabrics, imagining outfits, enjoying the unexpected.

The missed opportunity of digital discovery

And yet, that desire for serendipity remains strong.

49% of consumers say they’re more satisfied when they buy something unexpected

But only 13% of impulse purchases happen online

This is a missed opportunity. Shoppers crave emotional moments—and fashion brands are uniquely positioned to provide them.

Discovery: the critical frontier for fashion e-commerce

According to the report:

61% of brand leaders say discovery is the biggest barrier to consumer engagement

83% plan to use AI to improve the online shopping experience

77% are looking to enhance product discovery with AI

Discovery should not just be about filtering or browsing—it should be about inspiration. A look. A spark. A visual connection that makes someone click “add to cart” not because they planned it, but because it moved them.

Brand-owned experiences beat influencer content

The study also challenges some common assumptions.

While 55% of marketers believe influencers drive traffic, only 29% of consumers agree that influencer content improves brand perception

By contrast, brand websites, content, and styling are more likely to drive meaningful engagement

Consumers increasingly value brand-owned digital experiences, where the storytelling is intentional and the shopping journey feels curated. Fashion brands have a clear opportunity here to take back control of the narrative.

A new vision for online shopping in fashion

So what’s next? Fashion e-commerce needs more than efficiency. It needs emotion, personalization, and above all: surprise.

To stand out, brands must:

Design discovery journeys that are joyful, not transactional

Leverage AI not only for relevance, but for creativity

Show products in real-life context and inspire combinations

Create digital moments that feel personal, visual, and exciting

Because ultimately, fashion isn’t just about buying clothes. It’s about how it makes people feel. And those feelings start with discovery.

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"Complete the Look" Banners : is it enough ?

Scroll through any product page on a fashion eCommerce site and chances are you’ll see it: a “Wear it With” or “How to Style It” section, usually nestled just beneath the product. These are variations of what many fashion brands refer to as “Complete the Look” banners—a quick way to suggest complementary items that finish an outfit.