Australia’s Online Shopping Experience has Become Predictable, but Consumers Crave Surprise and Discovery: Criteo

New research reveals Australians prioritise convenience online, but many still want shopping experiences that feel more exciting, relevant and emotionally engaging

Criteo (NASDAQ: CRTO), the global commerce intelligence platform, today unveiled Australian findings from its Spark of Discovery 2026 report, revealing that while Australians value speed and convenience in online shopping, many consumers feel ecommerce has become increasingly transactional and predictable.

Convenience remains critical, but consumers want more

The research highlights a growing tension between efficiency and emotion in e-commerce. While 78% of Australian consumers say it is important for online shopping to be efficient, more than a third (35%) describe online shopping as “more of a chore” than shopping in person, and 77% associate online shopping with being an “unexciting experience”.

Despite this, Australians still want more from their online experiences. 40% of consumers say it is important for online shopping to surprise them, pointing 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, which explores how consumers and brands across Australia, Singapore and India view ecommerce discovery, impulse purchasing, AI, and the future of online shopping experiences.

Matt Hurle, Head of Activation Criteo Australia, said the findings reflect a broader shift in how brands need to think about discovery in e-commerce.

“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 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.”

Emotion and impulse still drive online shopping behaviour

The research also revealed that Australian consumers are strongly influenced by emotional and behavioural triggers when making impulse purchases online. Nearly a third (31%) of Australians say they have made impulse purchases for emotional uplift, while 21% say boredom or simply looking for something to do has prompted unplanned purchases.

Other factors influencing impulse purchases include attractive design, limited-edition products and seamless checkout experiences, reinforcing the importance of balancing convenience with discovery and engagement throughout the online shopping journey.

AI and commerce intelligence shaping the future of discovery

At the same time, brands are increasingly turning to AI and commerce data to improve discovery and customer experiences. Nearly eight in ten (79%) Australian brands surveyed say they plan to use AI tools to remove guesswork from discovery strategies, while 85% say they will use AI to improve user experience.

According to Hurle, AI will play a critical role in shaping the future of ecommerce discovery, particularly as consumers expect more personalised and relevant experiences.

“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,” 

he 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.”

Trust and customer support matter more than influencer hype

The report also found Australian consumers place greater trust in customer support and reviews than influencer activity when building excitement about brands online. More than half (51%) of consumers say easy access to customer support significantly contributes to excitement when engaging with a brand, while 50% say positive reviews and forum discussions build excitement and trust.

Meanwhile, only 28% of Australian consumers say influencer content significantly contributes to excitement about a brand, despite almost half of brands surveyed believing influencer activity drives new-to-brand traffic.

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Methodology

The APAC Criteo Spark of Discovery study was commissioned by Criteo in partnership with VCCP Roar, with survey design, fieldwork and data integration managed by independent research specialist Vitreous World.

The study includes quantitative surveys covering both consumer behaviour and B2B perspectives across key markets including Australia, Singapore and India. Fieldwork was conducted between December 2025 and January 2026.