New Research Shows Online Shopping Is Increasingly a Background Activity

In today’s digital-first world, shopping is no longer a singular event—it’s often just one of many tasks consumers juggle throughout their day. According to new research, a majority of online shoppers now make purchases while multitasking, often browsing and buying products while watching television, working, commuting, or even socializing.

This behavioral shift offers important insights into how retailers must think about customer engagement in 2025 and beyond. Capturing and keeping attention in this distracted environment requires a rethink of digital strategies that prioritize simplicity, speed, and emotional resonance.

Multitasking is the New Shopping Norm

The study found that:

• Over 75% of online shoppers report making purchases while doing something else.
• Watching TV was the most common multitasking activity, followed closely by working on a computer and interacting on social media.
• A smaller but notable percentage admitted to shopping online during social gatherings, workouts, or even while attending in-person events.

The data reflects a broader reality: online shopping is increasingly ambient—woven into the fabric of everyday life rather than reserved for dedicated moments.

Implications for Retailers

This multitasking phenomenon presents unique challenges and opportunities:

• Shorter Attention Spans: Retailers must assume that shoppers are easily distracted and design experiences that are intuitive and frictionless. Long loading times, complicated navigation, or excessive form fields are more likely than ever to derail a purchase.
• Importance of Mobile Optimization: Given that many multitasking shoppers are browsing on smartphones while engaging in other activities, mobile-optimized sites and apps are not just nice to have—they are essential.
• Emotional Triggers Matter: In an environment where cognitive load is high, brands that connect emotionally and make an immediate impact are more likely to succeed. Visual storytelling, simplified messaging, and recognizable brand cues help cut through the noise.
• Seamless Checkout is Critical: The more clicks and steps required to complete a purchase, the greater the risk of losing a multitasking shopper midstream. Simplified checkout processes, digital wallets, and one-click purchasing options are key to maximizing conversion.

Designing for the Distracted Shopper

Forward-thinking retailers are already evolving their digital experiences to match the realities of multitasking behavior:

• Using progressive disclosure (revealing information as needed) rather than overwhelming shoppers with too much upfront content.
• Implementing persistent carts and saved payment methods so that if shoppers are interrupted, they can return easily to complete their transactions.
• Leveraging retargeting and personalized follow-ups to re-engage shoppers who drop off before completing a purchase.

In short, the future belongs to retailers who recognize that attention is the new currency—and that winning even a moment of it requires empathy, speed, and simplicity.

Final Thoughts

As shopping becomes an increasingly ambient activity, retailers must design experiences that respect the reality of divided attention. Success will depend on understanding not just what consumers want to buy—but how, when, and where they choose to do it. In a multitasking world, brands that can deliver ease, immediacy, and emotional resonance will be the ones that thrive.

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