Well, more than 3 in 4 consumers say that while e-commerce is “functional,” it’s just not fun anymore, a new study by Criteo found.

While we don’t advocate for impulse purchases, it’s undeniable it has its own thrill that, according to the study, is “fading fast.”

In fact, 61% of those surveyed said that shopping was simply a means of convenience for them, while 29% viewed it as a chore and 36% said they missed the fun of “unexpected finds.”

Unlike in-store shopping, which is increasingly getting experiential, most shoppers (79%) feel that online shopping is more of a lonely experience. Others (78%) say they’re simply overwhelmed with the amount of product choices. All in all, only about half of consumers actually think of it as an enjoyable experience.

This is not good news for consumers or retailers. The question is: How can brands shake things up to bring back that excitement?

“To win back online shoppers, retailers need to go beyond efficiency and deliver experiences that feel personalized, intuitive, and emotionally engaging,” Sherry Smith, executive managing director of the Americas at Criteo, told Retail Brew via email. “This means blending the ease of e-commerce with the curiosity and excitement of in-store discovery—through curated product suggestions, tailored recommendations, and dynamic content that reflects shoppers’ preferences and behaviors.”

She added that AI could play a key role in personalizing some of the online shopping experience, even catering to the “36% of shoppers who miss the thrill of ‘unexpected finds.’”

Of course, personalization can come at the cost. In fact, 79% of retailers believe data privacy concerns are a hindrance to refining their discovery strategies.

But there’s some good news: The study found that 43% of online shoppers actually don’t mind if retailers use their data to provide a more personalized shopping experience. Smith believes retailers should take this as an opportunity to up their game.

“Enhancing emotional connection through interactive ad formats and tailored experiences helps strengthen brand loyalty,” she said. “Incorporating curated collections, limited-time offers, and other moments can reinvigorate the online shopping experience.”

This report was originally published by Retail Brew.