Has Online Shopping Lost Its Spark?

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.