Online shopping has become efficient but dull, with 76 per cent of consumers saying it lacks excitement and nearly 29 per cent viewing it as a chore, according to Criteo’s new report ‘The Spark of Discovery – Reigniting The Emotion of Ecommerce’.As ecommerce focuses on speed and convenience, brands risk losing emotional connection. In a market like India, overlooking discovery and delight could cost relevance. To build loyalty, brands must bring back surprise and inspiration to the shopping journey.The joy of discovery in online shopping is fading, with 61 per cent prioritising convenience and 36 per cent missing the thrill of unexpected finds. Consumers seek more than efficiency – they crave surprise, spontaneity and emotional connection. Just 18 per cent celebrate major milestones online, favouring in-person experiences that digital retail hasn’t matched.Many brands struggle to forge authentic connections with consumers. While 39 per cent of shoppers respond positively to engaging ads, deeper relationships demand more thoughtful digital strategies. Third-party validation remains crucial, 41 per cent feel excited by positive reviews or forum discussions. Personalisation is also key, with 43 per cent of online shoppers expecting brands to use their data to craft tailored experiences.In an increasingly fragmented consumer journey, standing out is a challenge. Nearly 79 per cent of shoppers say online shopping feels lonely, and 78 per cent are overwhelmed by excessive choices. Just half find it relaxing or enjoyable. While 55 per cent of brand leaders believe influencers boost traffic, only 29 per cent of consumers feel more positively about brands because of influencer content. In contrast, 73 per cent say visiting a brand’s website increases excitement, underscoring the value of strong, owned digital experiences.Despite this disconnect, 98 per cent of brand leaders believe their discovery strategies are effective, and 80 per cent say they fuel growth. Yet 79 per cent acknowledge that data privacy concerns limit their ability to enhance these strategies. Still, 43 per cent of consumers are open to data-driven personalisation, so long as it’s done transparently and builds trust.With 83 per cent of brands planning to leverage AI to improve user experiences, and commerce data becoming central to understanding shopper behaviour, ecommerce is poised for a major shift toward more meaningful, personalised engagement.Medhavi Singh, Country Head at Criteo India said, “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, yes, but lacking in surprise and delight. Our report reveals that consumers still long for those moments of unexpected discovery, but in today’s digital landscape, those experiences are rare and left mostly to chance. Brands that lack in bringing joy back into the shopping journey are at risk of blending into the background of a monotonous and forgettable process. With the right blend of emotional storytelling and real-time data, brands can craft personalized, serendipitous 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 targeting the right person at the right time; but it should rather spark inspiration and surprise shoppers with the suggestions they could ever aspire and think of. And hence, consumers want to be understood beyond their transaction history. The brands that design experiences to be immersive, exciting, and emotionally resonant – not just efficient – will be the ones that stand out, earn customer loyalty, and drive sustainable growth.”