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Today鈥檚 online retail experience is built for convenience, removing聽nearly every聽barrier between browsing and buying. 鈥淓-commerce has reduced the friction of the purchasing process,鈥� says Siddhanth Mookerjee, an Assistant Professor of Marketing at the聽Bensadoun聽School of Retail Management.

The ability to order thousands of items from home鈥攁n increasingly common habit since the pandemic鈥攈as only fueled its popularity. In Quebec, 74% of adults now shop online. Many mechanisms encourage shoppers to click 鈥渂uy,鈥� including sales,聽limitedtime聽offers, and dynamic pricing. That smooth experience, however, can make it all too easy for people to give in to impulse and purchase things they never intended to.聽