Choice fatigue hits: 78% of Indian shoppers overwhelmed online

Nearly 76% of consumers in India believe online shopping lacks excitement, with about 29% describing it as a chore rather than an enjoyable activity. This was stated in a recent global survey report, ‘The spark of discovery: Reigniting the emotion of e-commerce’ published by commerce media company Criteo.

Stating that the thrill of browsing, stumbling upon an unexpected find and making an impulse purchase is fading fast, the report mentions that 61% of shoppers turn to online shopping purely for convenience, while a third (36%) lament the loss of ‘unexpected finds’, which it terms as the key driver of retail joy.

Consumers crave more than just speed and efficiency; they want surprise, spontaneity, and emotional connection in their digital shopping experiences. Globally, the sensory and experiential factors (71%) and the look and feel of the physical stores are the primary reasons behind consumers choosing to shop in person. Practical considerations (64%) also play a key role, which may be why over 40% of consumers still prefer in-store shopping for categories like clothing and beauty.

As e-commerce platforms continue to prioritise speed and convenience, brands risk overlooking the emotional element that drives loyalty and deeper engagement. In India, missing out on moments of discovery could mean losing relevance.

When it comes to celebrating major life milestones, only 18% of consumers choose to do so through online shopping. Instead, they prefer to mark memorable occasions with in-person experiences that online shopping has yet to replicate, Criteo report finds. To truly connect with consumers, brands need to go beyond functionality and reintroduce surprise, inspiration, and a sense of delight into the shopping experience, the report observes.

Medhavi Singh, country head at Criteo India, says, “There was a time when shopping meant excitement—a sense of adventure, the joy of stumbling upon something unexpected. But now, shopping isn’t something we set out to do; it’s constant, woven into our everyday lives. Yet this always-on convenience hasn’t made the experience any more thrilling. Instead, online shopping has become a streamlined task; fast but lacking in surprise and delight.”

The challenges for brands

Some brands have a tough time building genuine connections with consumers. Over a third (39%) of shoppers say engaging ads make them feel positively about a brand, but when it comes to deep brand relationships, some digital marketing strategies could be revised. When directly engaging with a brand, 41% feel excited when reading a positive review or forum discussion, proving third-party endorsement is a powerful driver of brand trust. Consumers also want brands to understand the context of their transactions, as 43% of online shoppers expect brands to use their data to create personalised experiences.

Brands can be seen competing to stand out to influence their target audiences in a fragmented consumer journey. Nearly four out of five (79%) consumers feel online shopping is lonely, and 78% say they are overwhelmed by too many product choices. Worse still, only 50% find online shopping relaxing or enjoyable, the survey finds.

55% of brand leaders believe influencers drive traffic, but only 29% of consumers say influencer content makes them feel positively towards a brand. Instead, 73% of consumers say visiting a brand’s website contributes to their excitement, underlining the important role of owned digital experiences in driving brand engagement and trust and highlighting a vital opportunity for brands to connect with shoppers.

Key to brand growth

Almost all brand leaders surveyed (98%) believe their discovery strategies are effective and 80% state that their approach contributes to brand growth. While 79% of brands acknowledge that data privacy concerns hinder their ability to refine discovery strategies, it also presents an opportunity as nearly 43% of online shoppers are open to brands using their data when it leads to better, more personalised experiences when done transparently and with trust. With 83% of brands set to lean on AI tools to improve user experience, and the use of commerce data vital to building accurate pictures of customer behaviour for properly personalised experiences, the e-commerce industry is at a turning point, the report observes.

Singh observes that consumers still long for the moments of unexpected discovery, but in today’s digital landscape, those experiences are rare and left mostly to chance. Brands that fail to bring joy back into the shopping journey are at risk of blending into the background of a monotonous and forgettable process. According to him, with the right blend of emotional storytelling and real-time data, brands can craft personalised, spontaneous experiences, recreating the magic of finding something special, even when the shopper wasn’t looking for it.

“AI and data should do more than just target the right person at the right time. They should spark inspiration and surprise the shoppers with suggestions they could ever aspire and think of. Consumers want to be understood beyond their transaction history. The brands that design experiences to be immersive, exciting, and emotionally resonant—and not just efficient—will be the ones that stand out, earn customer loyalty, and drive sustainable growth,” Singh says.