Rokt research finds that ad overload is a key reason for online shopping cart abandonment

29% of online shoppers say being shown too many ads is one of the main reasons they abandon their cart, according to a study by e-commerce technology company Rokt and The Harris Poll.

The Joy of Checking Out, which involved a survey of 7,061 people across the US, the UK, France, Germany, Australia and Japan, also found that consumers ranked shopping as the activity that gave them the most joy when spending time online, with streaming online content and interacting with social media ranking second and third, respectively.

"Consumers feel frustrated when they are overwhelmed by too many ads because it makes them feel more like a sales target than a valued customer," says Elizabeth Buchanan, Chief Commercial Officer at Rokt.

"Successful brands use AI to help foster meaningful relationships with customers, focusing on relevance rather than volume when sharing messages. By offering relevant experiences - which may mean offering no ads at all in certain cases - brands can drive higher conversion as well as greater customer loyalty and increased lifetime value."

Additional findings include:

• In the US, 70% of shoppers will spend more money on businesses that they feel understand them and their preferences, with 47% saying that they want to shop again with a brand that delivers a relevant experience. In addition, 32% of consumers say they want to join the brand's loyalty programme after an engaging online shopping experience.

• 4% of consumers would rather receive no offer at all than one that is irrelevant to them. In fact, 28% of Gen Zers feel overwhelmed when they receive too many offers or are presented with content that is irrelevant to them.

• 48% of respondents assume that AI is being used in their online shopping experiences. Among US consumers, 67% are aware of AI's use in search assistance, with nearly the same percentage (68%) aware of its use for personalised deals or coupons.

• However, consumers consider certain AI powered shopping experiences more "delightful" or "creepy" than others. Personalised deals or coupons and reviews are considered some of the most delightful AI powered shopping experiences, while consumers deem chatbots and brands anticipating their needs or desires as the creepiest aspects of their shopping experiences.

• 78%  of Millennials and 77% of Gen Zers are more confident with their purchases when they feel a brand understands them and 73% of Gen Zers are more likely to buy from brands or businesses that provide personalised products or services tailored to their needs.

2025 RTIH INNOVATION AWARDS

E-commerce will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which will open for entries in March, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.