Apr 10, 2025

Credit: Getty Images by Christina Reichl According to a recent Harris Poll, shopping outpaced both streaming and social media as the top source of pleasure for global consumers. With over half of respondents admitting they keep a mental wish list for future purchases, and nearly three-quarters of millennials and Gen Z preferring online shopping to traditional in-store experiences, it's clear: online brands and retailers have a golden opportunity to keep the positive momentum flowing and turn every click into a moment of delight. The Joy of Checking Out More than half (56 percent) of consumers say completing a purchase is the happiest or most exciting stage of their online shopping experience. The flow of consumer happiness typically follows the purchase funnel, with shoppers becoming increasingly happier on the path from discovery to research to placing items in their cart. For seven out of 10 consumers, the joy of checking out is real. Beyond just convenience, consumers crave experiences that surprise and delight them: nearly 80 percent of millennial and Gen Z shoppers say that they love being surprised by a last-minute online deal. Too Many Ads Lead to Cart Abandonment The survey also finds that 29 percent of consumers say that being shown too many ads is one of the main reasons they give up and abandon their cart. While retailers may think that “more is more,” the reality is the opposite — irrelevant offers risk alienating shoppers. Three-quarters of consumers would rather receive no offer at all than one that doesn’t match their interests. When bombarded with irrelevant ads, shoppers feel like mere sales targets rather than valued customers. Create Relevant Experiences and Boost Retention Through AI Artificial intelligence can help brands foster meaningful relationships with their customers, as well as drive higher average order value, by focusing on relevance rather than volume when sharing ads, messages or offers. Seventy percent of U.S. consumers will spend more money with businesses that they believe understand them and their preferences. Nearly half say that they want to shop again with brands that deliver relevant experiences, while nearly one-third say that they want to join the brand’s loyalty program after an engaging online shopping experience. … But Don’t Let AI Become Creepy Consumers are increasingly aware of AI’s role in online shopping — two-thirds recognize its use in search assistance and personalized deals or coupons. And younger generations embrace predictive personalization: three-quarters of millennials and Gen Z consumers say that they feel more confident with their purchase decision when they believe a brand understands them. However, consumers rank certain AI-powered shopping experiences more “delightful” or “creepy” than others. Personalized deals and coupons are considered among the most delightful AI-powered shopping experiences, while chatbots are considered some of the creepiest aspects AI brings to online shopping. Successful strategies to keep in mind: Prioritize the checkout experience. Optimize your checkout process to ensure it’s seamless, fast and exciting. Use AI for relevance. Focus on delivering relevant offers instead of bombarding shoppers with ads. Leverage surprise-and-delight tactics. Introduce unexpected perks like last-minute discounts or exclusive limited-time deals. Clicking “Buy” is more than a moment of transaction for shoppers. It’s a dopamine hit mixed with the gratification of knowing that their next favorite item or memory is on its way. For retailers, checking out is a profit-driving experience, not simply the endpoint. If done right, it’s just the beginning of a long-term relationship. Stephen Rivera is a senior director of customer success at Rokt , an e-commerce technology platform.