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Reviving the Spark: How Emotion and Discovery Can Transform E-commerce
Based on the Criteo Report: The Spark of Discovery (2025)
Shopping Has Changed — But Has the Experience?
Shopping is no longer something we go to do. It’s always happening — on our phones, laptops, and tablets. But in this constant, convenient world of e-commerce, something important has been lost: the joy of discovery.
A 2025 global research report by Criteo, based on surveys with 6,000 consumers and 600 brand leaders, dives into this problem. It asks: What makes shopping exciting? How can brands bring back emotional connection in the digital space?
As UX and product designers, we may be in a unique position to answer that question — not just with ideas, but with action.
The Emotional Gap in E-commerce
Online shopping has become incredibly efficient. In 2024, global e-commerce sales reached $4.14 trillion. People choose online channels because they:
- Save time (48%)
- Can compare prices more easily (45%)
- Avoid crowds (38%)
But despite this success, there’s a downside:
- 76% of consumers say online shopping lacks surprise or…
