Klarna & University of Reading Research Report – Emotional eCommerce

Emotional eCommerce – Ups and downs in the online experience

More than half of all online transactions are abandoned before completion. But what psychological and emotional factors cause this behaviour? This study pulls from existing research to investigate what consumers love and hate about online shopping and draws new conclusions on how retailers can improve the online journey to enable a smoother, frictionless experience.

This report is based on research by University of Reading, School of Psychology and Clinical Language Sciences: Lynne Bell, Dr Julia Vogt, Dr Rachel McCloy and Prof Laurie Butler. Commissioned by Klarna.

Complete the form below to download your copy of the report.