Aussie consumers say online shopping has become boring, study finds

Uyen Duong

5th Jun 2026

Australian consumers continue to value speed and convenience in online shopping, but many say the experience has become more predictable, according to Criteo’s Spark of Discovery 2026 report.

The study, conducted across Australia, Singapore and India, found that consumers are seeking more opportunities for discovery in e-commerce. While 78 per cent said efficiency is important in online shopping, more than 35 per cent described it as ‘more of a chore’ than shopping in person, and 77 per cent said it is an ‘unexciting experience’.

About 40 per cent of consumers said it is important for online shopping to include elements of surprise.

Matt Hurle, head of activation at Criteo Australia, said the findings reflect changes in how brands approach discovery in e-commerce.

“Consumers increasingly expect convenience as a baseline, but what they are missing is the sense of discovery and emotional connection that once defined shopping experience,” he said.

The research found that emotional and behavioural factors continue to influence impulse purchases. Nearly one-third of Australians said they had made purchases to improve their mood, while 21 per cent cited boredom or the search for something to do. Product design, limited-edition items and the checkout process were also identified as influencing factors.

Consumers placed greater importance on customer support and reviews than influencer content when evaluating brands online. More than half of respondents cited customer support, while 50 per cent cited reviews and forum discussions.

By comparison, 28 per cent said influencer content influences how they view a brand, although nearly half of brands surveyed believe influencer activity helps attract new customers.

The report also found that 79 per cent of Australian brands plan to use AI to support product discovery, while 85 per cent intend to use it to improve the user experience.