Original eCommerce Research 2025
The Intent Gap
We surveyed 2,000 online shoppers with OnePoll, reviewed 100 retail sites and analysed 669 million ecommerce events. We found a void between what online shoppers need and the ecommerce experience they get.
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Revealing
The digital disconnect of eCommerce experiences
As ecommerce professionals, we’re living in an era where data and insight have the potential to transform how we connect with our visitors.
We’ve been saying this for years. Using terms like customer-centricity, data-driven and even the dreaded P-word: “personalisation”.
Yet, each year, it feels like we get no closer. We are stuck in an entrenched way of selling that does not align with how people actually buy.
This is the Intent Gap. By analysing what online shoppers think, what retailers do, and what real-time intent data shows, we hope to not only reveal it, but help to close it.
We’ve been saying this for years. Using terms like customer-centricity, data-driven and even the dreaded P-word: “personalisation”.
Yet, each year, it feels like we get no closer. We are stuck in an entrenched way of selling that does not align with how people actually buy.
This is the Intent Gap. By analysing what online shoppers think, what retailers do, and what real-time intent data shows, we hope to not only reveal it, but help to close it.
Key survey findings
And this is just the start. The disconnect between visitor and retailer isn't revealed until you look at the site experiences and real-time data.
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63%
of online shoppers feel manipulated by ecommerce tactics (only 11% don’t)
43%
of online shoppers feel overwhelmed on ecommerce sites
83%
of online shoppers use discount codes when they would have bought at full price
Data Sources
OnePoll Online Shopper Survey. This study uses a survey of 2,000 online shoppers designed to be representative of the UK population.
The survey was conducted by OnePoll in December 2024 and adhered to OnePoll’s standard collection and validation practices.
The survey was conducted by OnePoll in December 2024 and adhered to OnePoll’s standard collection and validation practices.
In-house Retail Site Research. An analysis of 100 ecommerce sites, selected based on the highest UK web traffic and market cap in December 2024.
Data was collected using a standardised protocol to ensure consistency and accuracy in evaluation across ecommerce sites.
Data was collected using a standardised protocol to ensure consistency and accuracy in evaluation across ecommerce sites.
Made With Intent Model Data. Combined data from a sample of ecommerce sites, including 28 million sessions and 669 million events in December 2024.
These sites include Fashion, Home, Lifestyle, Travel and Technology verticals, reflecting varied behaviours, purchase types and trends.
These sites include Fashion, Home, Lifestyle, Travel and Technology verticals, reflecting varied behaviours, purchase types and trends.
Report preview
Take a sneak peak inside
Report contents
01: Statement of Intent
Why we produced this report. The need for a new perspective in ecommerce. Our belief in this little thing called intent.
02: Research Methodology
The online shopper survey. The retail site research. The Made With Intent data. The heart of this report.
03: An Inappropriate World
What online shoppers think about ecommerce. The general view. Why they shop. How it makes them feel. Spoilers in the title.
04: A Disconnected Experience
What retailers are doing to online shoppers. The behaviours they show. The tactics they use. And what visitors think of them.
05: Understanding Intent
What real-time visitor data reveals about ecommerce. Pages vs buying stages. Fixed tactics vs unique journeys. A smarter way.
06: Closing The Intent Gap
Where we go from here. A little call to arms. A summary of what we ve found. A reminder to carry with you.
What others are saying
What readers are saying
Senior people from over 500 eCommerce brands have downloaded this report. Many have reached out to tell us it’s changed their perspective.
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We changed our whole approach to email capture after reading this.
Over 2000 views direct from the view of humans on eCommerce experiences in the palm of your hand. ❤️
The research that is presented here challenges convention and has been instrumental in shifting our priorities internally.
The views expressed here are unique and align perfectly with how we should create eCommerce experiences.
