Criteo has revealed that consumers feel ecommerce has become increasingly transactional and predictable, according to Australian findings from its Spark of Discovery 2026 report.
The research highlights a growing tension between efficiency and emotion in ecommerce. While 78 per cent of Australian consumers say it is important for online shopping to be efficient, 35 per cent describe online shopping as “more of a chore” than shopping in person. A further 77 per cent associate online shopping with being an “unexciting experience”.
Australians still want more from their online experiences. Up to 40 per cent of consumers say it is important for online shopping to surprise them. This points to a growing opportunity for brands and retailers to rethink how discovery, relevance and emotional connection are delivered online.
The findings form part of Criteo’s Spark of Discovery 2026 report. The report explores how consumers and brands across Australia, Singapore and India view ecommerce discovery, impulse purchasing, AI, and the future of online shopping experiences.
“Online shopping has become incredibly effective, but in many cases, it has also become highly predictable. 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,” said Criteo Australia head of activation Matt Hurle.
“The opportunity for brands now is to move beyond purely transactional experiences and create moments that feel more relevant, engaging and unexpected. Discovery is becoming one of the most important drivers of commerce outcomes, not just for customer experience, but for long term brand growth.”
The research also revealed that Australian consumers are strongly influenced by emotional and behavioural triggers when making impulse purchases online. Nearly a third (31 per cent) of Australians say they have made impulse purchases for emotional uplift, while 21 per cent say boredom or simply looking for something to do has prompted unplanned purchases.
At the same time, brands are increasingly turning to AI and commerce data to improve discovery and customer experiences. Nearly eight in ten (79 per cent) Australian brands surveyed say they plan to use AI tools to remove guesswork from discovery strategies, while 85 per cent say they will use AI to improve user experience.
“The future of ecommerce will not simply be about helping consumers find exactly what they searched for. Increasingly, it will be about helping shoppers discover products, brands and experiences they did not even know they wanted, but that are still highly relevant to them,” Hurle said.
“That balance between relevance, personalisation and discovery is where AI and commerce intelligence become incredibly powerful. The brands that succeed will be those that can create experiences that feel both seamless and genuinely engaging.”
