Key takeaways
A deeper look into the data
In conversation with The Harris Poll: What's now and what's next in online shopping
A deep dive into the shifting landscape of digital shopping, exploring how consumer behaviors and technology are shaping the future of retail. This year’s insights highlight the emotional drivers behind online shopping, and the power of relevance in driving engagement and repeat revenue.
New research uncovers how consumer expectations are shifting—and what brands need to know.
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Fuel up for the holiday frenzy
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Consumers around the world
Shopping habits vary across the globe - explore key insights into how shoppers in different markets engage, discover, and buy.
Explore shopping trends by region
Uncover localized insights across the US, UK, ANZ, and Japan. Click below to explore how checkout experiences differ by market.
What’s inside:
Global trends shaping the future of shopping
Regional insights that highlight unique consumer behaviors
Data-driven takeaways to inform your strategy
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Seamless checkout: The American shopping experience
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Trust and simplicity make a better checkout for UK consumers
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The thoughtful shopper’s checkout for Japanese consumers
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Why Australians get excited about online shopping
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Online shopping is more than a transaction—it’s an experience.
Personalization turns engagement into retention.
The checkout moment drives emotional satisfaction.
In summary:
Brands should invest in personalization tools that make online shopping more intuitive and engaging.
Consumers are shaping the future of digital retail by prioritizing ease, enjoyment, and relevance. Our research uncovers trends that are transforming their experiences:
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42%
70%
of consumers feel excited when they receive a promotion that is relevant to their interests
Delivering the right offer at the right time
Well-timed, relevant promotions create excitement and engagement.
Relevance brings joy and repeat revenue
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41% of shoppers are more likely to return to brands that provide a smooth checkout process.
41%
52% say receiving an order confirmation is the highlight of their shopping experience. A seamless checkout experience leads to greater brand loyalty.
52%
of shoppers report joy at clicking 'purchase.'
Turning transactions into triumphs
Checkout is more than just a step in the purchase journey - it’s the emotional high point.
Checking out is the happiest place on the internet
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of consumers say,
“I'm always making a mental list of what to shop for next online.”
of Gen Z + Millennials agree that
“shopping online is usually a more enjoyable experience than shopping in-store.”
of Gen Z and Millennials agree,
“I enjoy the online shopping hunt for the perfect item”
of consumers look forward to online shopping (80% for millennials, 79% for Gen Z).
The internet: It’s an ocean of information, a sea of chaos, and an inescapable jungle of clickbait. And yet, in spite of this – or perhaps because of it – consumers are seeking comfort in the madness, turning to online shopping as a retail retreat where they can escape and find joy.
Digital is destination delight
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in Partnership with
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Amplifying Customer Joy: In Conversation with Libby Rodney, Chief Strategy Officer at The Harris Poll
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Unlocking the Joy of Online Shopping—The Power of Relevance
AI-driven recommendations should be refined to avoid irrelevant or intrusive offers.
Optimizing checkout processes will lead to higher customer retention and satisfaction.
enjoy last-minute deal surprises. However, poorly executed offers can deter engagement, with many abandoning carts due to irrelevant promotions.
of shoppers say they would return to a
brand that delivered a relevant shopping experience.
Well-timed, relevant offers not only enhance the shopping experience but also encourage customers to return.
Completing a purchase brings a sense of accomplishment and joy, making a seamless process essential for brand loyalty.
Consumers, particularly Gen Z and Millennials, view it as a form of entertainment and a way to explore new products.
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Michael Rochon, VP of Client Success at Rokt, sits down with Libby Rodney, Chief Strategy Officer at The Harris Poll, to explore key insights from our latest research. Discover how online shopping has evolved from a transactional experience to one driven by excitement and relevance.
https://get.rokt.com/hubfs/2025%20Harris%20Poll%20Assets/The-Joy-of-Checking-Out--The-Harris-Poll.pdf