New research: Too many ads cause 29% of e-commerce shoppers to abandon their shopping carts

It is learned that on February 25, according to foreign media reports, according to a new consumer study jointly conducted by Rokt and The Harris Poll, 29% of e-commerce shoppers said that too many advertisements are one of the main reasons why they abandon their shopping carts.

Research shows that excessive advertising not only disrupts consumers’ shopping experience, but also reduces conversion rates and customer loyalty. Elizabeth Buchanan, chief business officer at Rokt, pointed out that too many ads frustrate consumers because they feel more like sales targets than valuable customers.

In contrast, the study also found that successful brands tend to build meaningful relationships with customers through artificial intelligence. By providing personalized experiences that are highly aligned with customer needs rather than frequent advertising bombardment, brands can significantly increase conversion rates, enhance customer loyalty and increase consumer lifetime value.

The research results further revealed that shopping has become the most enjoyable activity for consumers when they go online, with more than half of consumers believing that online shopping is more enjoyable than other online activities, followed by online streaming content and social media interaction.

Other key findings from the study include:

Personalized experiences drive higher purchases: In the U.S., 70% of shoppers say they are more likely to buy from brands that understand their preferences, and nearly half (47%) say they are more likely to buy again from brands that provide relevant shopping experiences. In addition, 32% of consumers say they would want to join a brand’s loyalty program after experiencing a personalized shopping experience.

Irrelevant ads may alienate customers: 74% of consumers said they would rather not receive ads than see ads that are irrelevant to them. In particular, 28% of Generation Z feel confused and frustrated when they receive too many irrelevant ads, further reflecting the key impact of advertising precision on consumer experience.

AI Shopping Outlook: Nearly half of consumers (48%) believe AI is already being used in their online shopping experience. Among U.S. consumers, 67% know that AI can be used for search assistance, and almost the same proportion (68%) know that AI can be used for personalized deals or coupons.

Millennials and Gen Z demand for personalization: More than three-quarters of Millennials (78%) and Gen Z (77%) say they feel more confident in their purchasing decisions when they feel a brand understands them. In addition, 73% of Gen Z say they are more likely to buy from a brand or business that offers tailored products or services.

Author ✎ Rayna/

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