The Paradox of Choice: More Is Not Always Better

Many studies have shown that having too many options makes decision-making more difficult, which can lead to a decreased feeling of satisfaction once the decision is made.

This is the paradox of choice. We would think that having more choices makes it easier to find an option that best suits our wants and needs, ultimately leaving us happier with our decision. However, the exact opposite happens. Decision-making becomes more difficult and we are less satisfied with what we choose.

In eCommerce, when presented with too many options, customers are less likely to buy. And if they end up buying, they are less satisfied with their purchase.

Here’s a rundown of the things you can do to save your customers from the paradox of choice when shopping in your online store →