The èƵ GapOriginal ecommerce research
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.
Get your copy (including limited print editions)Introducing The èƵ Gap
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 èƵ 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.
Data sources &Methodology
OnePoll Online Shopper SUrvey
The survey was conducted by OnePoll in December 2024 and adhered to OnePoll’s standard collection and validation practices.
in-house Retail Site Research
Data was collected using a standardised protocol to ensure consistency and accuracy in evaluation across ecommerce sites.
Made With èƵ Model Data
These sites include Fashion, Home, Lifestyle, Travel and Technology verticals, reflecting varied behaviours, purchase types and trends.
Key SurveyFindings
Of the 2,000 online shoppers surveyed by OnePoll:
- 63% feel manipulated by ecommerce tactics (only 11% don’t)
- 46% feel overwhelmed on ecommerce sites
- 83% use discount codes when they would have bought at full price
- 1 in 5 will stop shopping if they get an early pop-up
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.
Get the report for the full insight.
Report Contents
Get your copyof The èƵ Gap Report
The èƵ Gap is a real blindspot. But don’t just take it from us.
Hear it from the 2,000 online shoppers. The sales hungry, inappropriate world they experience.
See it in the 100 leading retail sites. The distance between their behaviours and visitor opinion.
Find it in the real-time data from our model. The insight it unlocks, and the impact it creates.
ReportPreview
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