In the United States, 70% of shoppers will spend more money with businesses that they feel understand them and their preferences.

Seeing too many ads is a big turn-off to online shoppers.

Excessive online ads, as well as irrelevant offers, are leading consumers to abandon their shopping carts before checking out, according to a new survey from e-commerce technology company Rokt. More than a quarter (29%) of e-commerce shoppers say being shown too many ads is one of the main reasons they abandon their cart. 

Presenting irrelevant offers can risk alienating and overwhelming customers as well. Nearly three-quarters of consumers (74%) would rather receive no offer at all than one that is irrelevant to them. More than a quarter (28%) of Gen Z respondents feel overwhelmed when they receive too many offers or are presented with content that is irrelevant to them.

In the United States, a wide majority (70%) of shoppers will spend more money with businesses that they feel understand them and their preferences, with almost half (47%) saying that they want to shop again with a brand that delivers a relevant experience. In addition, roughly a third (32%) of consumers say they want to join the brand’s loyalty program after an engaging online shopping experience.

[READ MORE: Survey: Men to out-shop women online, possibly spend more in 2025]

More than three-quarters of millennials (78%) and Gen Z respondents (77%) say they are more confident with their purchases when they feel a brand understands them. Nearly three-quarters (73%) of Gen Z respondents say they are more likely to buy from brands or businesses that provide personalized products or services tailored to their needs.