How brands can win hearts and carts through discovery

Online shopping has never been more accessible - or more efficient. Especially in APAC, where double-day sales and social commerce are practically everyday occurrences, ecommerce has become an ever-present part of how we live. But somewhere along the way, something got lost.

The sense of wonder, the curiosity, the unexpected delight of stumbling upon something new is quietly fading, or simply not there anymore.

Today, most shopping journeys are designed to be as seamless as possible. But in doing so, we’ve streamlined the very part that made shopping fun: the joy of discovery. This is where brands are missing a huge opportunity.

The opportunity of discovery

We all like the feeling of finding something unexpectedly good - that moment of “Oh, I didn’t know I needed this!”. According to Criteo’s recent research, nearly half (49%) of global consumers say they experience the most satisfaction during unexpected, serendipitous purchases.

Yet, only 23% of brands treat discovery as a moment worth measuring.

The discovery phase is when emotions run high - it’s when consumers are most open to new ideas, new brands and new experiences. If we are only focused on clicks and conversions, we miss the opportunity to foster meaningful engagement early in the journey.

For brands in APAC, this means localising experiences, leveraging culturally relevant touchpoints, and embedding storytelling throughout the shopping journey to make the discovery phase feel more personal and meaningful.

Understanding what moves the needle

Brands recognise the importance of joy in the shopper journey, but many struggle to deliver it effectively. While more than half of consumers (54%) say joy is critical when they shop online, 76% also say their online experience lacks surprise or delight.

The assumption that influencer content or personalised ads are enough to create excitement often falls flat. While over half of brands (55%) believe influencer content drives new users, only 23% of consumers say it truly excites them. Meanwhile, 79% describe online shopping as lonely, and nearly a third (29%) say it feels like a chore.

To close this gap, brands need to focus on what actually resonates. According to consumers, that includes things such as positive reviews (41%), brand-driven content (37%), and access to customer support (42%). These aren’t just features, they’re emotional cues that build trust, satisfaction, and brand affinity. Brands can listen and respond to these signals to turn ordinary interactions into meaningful moments.

The role of data and AI

Creating emotionally resonant experiences begins with insight. While brands recognise that better data can improve discovery (68% agree), concerns around data privacy often leads to hesitation, even when consumers themselves are more open than expected.

In fact, half of consumers say that their experiences improve when brands use data effectively, and 43% want brands to do it more. This opens the door for more intentional, transparent data strategies that respect privacy while enabling richer, more meaningful interactions.

AI plays an important role here - but only when used with purpose. When applied thoughtfully, AI helps surface relevant recommendations, anticipate shopper needs, and personalise the experience without making it feel overly programmed. The best examples feel spontaneous, even if powered by sophisticated technology behind the scenes.

Discovery can be a brand’s edge

Online shopping today doesn’t have to be all about speed and convenience. There’s room for surprise, delight and connection – if we make room for it. Brands that stand out aren’t waiting until checkout to make an impression—they’re showing up from the very first scroll. Emotion matters in ecommerce—it’s the spark that drives connection, inspires conversion, and fuels lasting loyalty. When done right, discovery becomes the moment of joy, trust and lasting engagement.

If we want to win hearts (and carts), we need to stop optimising for clicks and start designing for moments - moments of discovery is where the magic begins.

This article was written by Szi Wei Lo, executive managing director, Criteo.