Click, buy, regret: The psychology behind e-commerce habits and online spending

In economic terms, there's a concept called emotional spending, which refers to buying something nice when one feels upset or angry in an attempt to feel better. In simple words, we call it "treating yourself." 

During moments of anger, the frontal lobe of our brain, responsible for rational thinking, becomes less active. So, we don't really think much about how we're spending money at that time. But once the shopping is done, the regret sets in. 

Why did I buy so much? That question keeps echoing. Yet, we do it again, we place another order, and make the same mistake repeatedly. As e-commerce platforms continue to grow, people are becoming increasingly shopaholic.

Infographics: TBS

"Add to cart" trap!

According to a report titled "Understanding Bangladesh E-Commerce Landscape" (November 2024) conducted by the global market research and consulting firm Payment and Commerce Market Intelligence (PCMI), about 80% of online shopping in Bangladesh is done through mobile phones, while the remaining 20% happens via computers or desktops. 

This means platforms like Facebook and Instagram have algorithms specifically designed to study users' personal preferences and show related ads on their screens one after another. And we, thinking we're just "browsing for a bit," keep scrolling through Facebook, Instagram, and WhatsApp only to end up falling into the shopping cart again! Not just the young, even middle-aged and elderly people fall for this bait. 

Usually, when we buy something, our brain releases a hormone called dopamine, which creates a sense of excitement or pleasure after a purchase. And if the order can be placed from home or during a work break, that pleasure becomes even stronger. 

"I once had a case where a wife complained that her husband's unnecessary spending was so excessive that it consumed even their child's tuition fees. Another male patient I treated ordered something almost every day, but never used any of it. His house became cluttered with unopened items. Such compulsive buying behaviour can indeed be a reason behind many marital conflicts." ISMAT JAHAN, PSYCHOLOGIST

Moreover, as live sessions allow interactive Q&A in real time, people can comfortably browse and add products to their carts, wherever they are. As a result, things we don't even need start piling up in our carts.

One reason behind this could be that we don't have to worry about running out of cash in our wallets or purses since we can always rely on our own money or credit cards by the time the order arrives. The entire process happens so subconsciously that many don't even realise it.

Take Ishrat Imran, for example. Every time she opens Facebook or Instagram, she checks out product advertisements that appear on her feed. If added up, she spends about two to three hours a day just by browsing these pages. 

When asked why, she said, "If I see something nice, I go to the page to check the details. We all do that, don't we? Sometimes, say my facewash is almost finished, so I start 'researching' which product to buy next. But often, while looking for that, I find a few other items I like, and end up buying those too."

40% to 50% of online business comes from f-commerce

These days, almost all website-based online businesses have Facebook pages, expanding their commercial reach even further. In 2023, Bangladesh had around 2,000 independent e-commerce platforms and over 300,000 active f-commerce pages, with a market size of nearly 1,000 crore taka. By 2024, that number had grown to between Tk 12,000 and Tk 15,000 crore. Currently, 40% to 50% of Bangladesh's e-commerce market comes from f-commerce.

People now stumble into the marketplace while simply scrolling through Facebook. Social media has evolved into a space where f-commerce and entertainment merge seamlessly. Before mobile phones and the internet became commonplace, families would finish their daily chores and gather in the evening to watch a TV serial or programme together. Now, Facebook pages inform their followers: "Join us live tomorrow at 7 pm to watch new sarees and jewellery!" And their fans show up right on time, phones in hand, whether or not they actually intend to buy anything.

A report titled 'Are You Addicted to Shopping?', published in The Economist, cited research from the Journal of Business Research, which stated that brands often use time-limited discounts or the illusion of an ideal customer experience to trigger the Fear of Missing Out (FOMO). 

This fear of exclusion compels people to make impulsive purchases. Many rush to buy something just because it's on sale, thinking they won't get that price again, regardless of whether they actually need it or not.

PCMI's Understanding Bangladesh E-Commerce Landscape (November 2024) report also revealed that 79% of Bangladeshis prefer online shopping primarily because the prices are lower.

No addiction is good

Shopping has now become a pastime. Clinical psychologist Ismat Jahan said, "There are people who spend their entire day browsing these business platforms. You won't find them in your message inbox or newsfeed; it's an addiction. Some justify it by saying, 'If I weren't into shopping or video games, I might be doing drugs or harming myself.' But no addiction is good."

A study titled "Factors Determining Satisfaction of Online Customers in Dhaka City, Bangladesh" (March 2021), published on ResearchGate, found that people shop online mainly for three reasons: time constraints, convenience of location, and product variety.

Sadia Amin, who recently joined a reputed private bank as an MTO after completing university, said, "I work five days a week. On my off-days, I rest or go out. Since reliable online pages deliver on time, there's no need for me to go shopping outside." She usually shops from a few trusted pages and has developed a sense of loyalty to them. "I've never been disappointed with their products! In fact, trying out new ones gives me a kind of joy," she added.

This transformation of shopping into a form of entertainment has become a concern for sociologists and researchers. They argue that it's starting to resemble gambling—people lose their sense of moderation and forget to ask themselves, 'How much do I really need?'

Studies conducted across multiple countries show that about 5% of people suffer from oniomania or shopping addiction. It's not just about excessive buying; it can destroy relationships and push individuals into debt. 

It may lead to marital conflicts as well

Psychologist Ismat Jahan recounted, "I once had a case where a wife complained that her husband's unnecessary spending was so excessive that it consumed even their child's tuition fees. Another male patient I treated ordered something almost every day, but never used any of it. His house became cluttered with unopened items. Such compulsive buying behaviour can indeed be a reason behind many marital conflicts."

Yet, it's difficult to stay away from this addiction—because it's now tied to social status. The concept, in fact, originated in the United States. In the late 19th century, a combination of technological advancement and economic prosperity made consumer goods more affordable and accessible than ever before. Americans began associating purchasing power with social standing. The idea that one's social status is determined by one's buying capacity became deeply ingrained in American culture—a mindset we've also begun to follow.

"Every addiction has a social influence," explained Ismat Jahan. "We call it peer pressure. In substance abuse, we refer to it as 'bad company.' The same applies to compulsive buying disorder. You're influenced by those around you—thinking, 'Everyone else is buying, so I should too; otherwise, I'll feel left out.' And that's where the problem lies. One must learn to step away from these influences."

She has also suggested a few ways to reduce this addiction, such as unsubscribing from shopping pages, spending time gardening, going for walks, or engaging in face-to-face social interactions instead of scrolling on devices endlessly.