Decision fatigue is killing online shopping, but existing technology can help

Online shopping should be easy, but a recent study by Software Advice reveals that it is becoming increasingly difficult due to decision fatigue. The study of over 5,500 global consumers reveals that consumers are overwhelmed by the sheer number of search results, ineffective filters and unreliable reviews, making it difficult to find what they really want.

Today’s online shoppers face a unique challenge—there are more products available than ever, but finding the right ones is harder, even with the early promises of AI. Most global consumers begin their product searches on retailer websites (52%), search engines (67%), or e-commerce marketplaces (46%). However, they are faced with an overwhelming amount of unhelpful search results, including sponsored, inaccurate, or irrelevant product listings.

“This overload creates frustration, which leads to decision fatigue, which causes many shoppers to abandon their carts or avoid e-commerce sites with poor search functionality,” says Molly Burke, senior retail analyst at Software Advice.

Filters affect search functionality and user experience

Search filters are designed to help shoppers narrow their choices, and more than three-quarters (77%) of consumers regularly use them when browsing online. However, it is an imperfect system rife with frustrating issues—regular users report that filters are often applied incorrectly to products (45%), lack helpful detail (44%), or are too sparse to significantly narrow down product choices (34%).

Build consumer confidence in shopping through reviews

Shoppers spend a lot of time analyzing product reviews to make sure they’re authentic and helpful. Despite the importance of reviews, with price being the only factor more important to purchasing decisions, the effort it takes to find trustworthy reviews contributes to overall decision fatigue. Interestingly, only 34% of respondents trust reviews posted by social media influencers, indicating a need for more authentic customer reviews.

Burke advises: “Retailers need to improve their search engine discoverability while also improving search functionality on their own websites to better match customers with the products they really want. Making reviews easy to digest helps influence purchasing decisions and reduce costly returns.”

Bridge the gap between social media trends and e-commerce

Social media is a significant driver of online shopping behavior, with 30% of consumers starting their product search on platforms like Instagram, YouTube, and TikTok. Two key factors complicate the path to purchase. First, consumers are inspired by social media trends, but most make their final purchases off of social media platforms. Second, many retailers fail to incorporate popular social media keywords into their site, including search and product information.

Instead of enabling social media-enabled customers to seamlessly connect with their products, retailers are leaving it up to shoppers to connect the information they share on social media with what they sell online.

Improve your site search and review management

Retailers can improve the online customer experience by adopting advanced search software and leveraging review management systems. Faceted search and AI-powered review summaries can significantly reduce decision fatigue. These examples enable consumers to quickly find what they need, reducing frustration and increasing the likelihood of a sale.

For more detailed information and recommendations for growing businesses, read the full Software Advice report.