By Ellie Langan
20 May 2025 · 3 Min Read
It got me inspired, and it got me thinking. So, I had a proper look through the report, and honestly, it’s a bit of a wake-up call for anyone working in digital retail. Shoppers are tired, overwhelmed, and absolutely over the whole "BUY NOW OR IT’S GONE FOREVER" energy we keep throwing at them.
Here’s what stood out to me the most:
1. People feel manipulated, and rightly so
63% of UK online shoppers say they feel manipulated by eCommerce tactics. That’s… a lot. Only 11% disagreed. The rest either fully agreed or just didn’t have the energy to comment.
Worse still, more than half (54%) think retail sites put making the sale ahead of giving them a decent experience. And 46% say they feel overwhelmed just trying to browse. That’s a lot for somebody who is just looking to make a quick and simple hoodie purchase.
2. We’ve trained people to expect discounts (even when they don’t need it)
Something a bit odd to see was that 83% of shoppers use discount codes, even when they are willing to pay the full price. We’ve created this whole expectation that there has to be a code, a hack, or a sneaky deal, otherwise you’re doing it wrong and a bit of a ‘mug’ for paying the full price.
It’s less about value now, and more about the game, which seems to be a big part of the problem.
3. Pop-ups are the jump scare of online shopping 👻
Yeah… you know the ones. The ones where you land on a site and boom, there’s a pop-up glaring at you that requires your attention before you’ve even had the chance to scroll.
One in five shoppers say they’ll exit the site completely if they get hit with a pop-up too soon. That’s 20% of potential customers… gone… yet, 37% of e-commerce sites still use them, and 79% of those show up within the first 30 seconds. We know they annoy people, so why do we keep using them?
This is where ‘The Intent Gap’ comes in
This is what David talked about: the space between what shoppers actually want and what they’re having to consume.
At the moment, a lot of e-commerce experiences are still built around urgency, discounts, and pushing people through a funnel as fast as possible. But shoppers are asking for: relevance, clarity, and experiences that actually reflect them, not a never-ending “Sale - today only!” offer the second they land.
So… what do we do then?
Glad you asked ;)
1. Use intent-based strategies
Use real-time signals to get a better visual of what someone’s actually here for. Yes, some are probably hunting for deals. Some are comparing. Some are just having a browse. So, let’s not treat them all the same.
2. Rethink pop-ups and discounts
We’re not saying scrap them completely, it’s just about making them smarter. The timing, context, and actual usefulness make all the difference.
3. Really utilise personalisation
Those basic “You might like…” carousels don’t really cut it anymore. People want to feel seen and related to, not just pushed toward a product, but understood as a customer.
The bottom line?
eCommerce isn’t terrible, just a bit out of touch. Shoppers are telling us what they need in their feedback, in their behaviour, and in their silence when they bounce. It’s our job now to listen a bit more closely and start building experiences that feel more human, and a lot less hectic.