Why do we buy impulsively and what does this mean for webshops?

By: Trademagazin Date: 2025. 10. 08. 11:31

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A significant portion of online purchases are not the result of a pre-planned decision. A product that was not on the shopping list often ends up in the cart in a few seconds. This is called impulse buying. The question is not whether it happens, but how consciously a webshop manages it and creates a customer experience that encourages these decisions.

How does it appear in e-commerce?

– Impulse buying has many forms in the online space. A typical example is when the system offers an additional product in the cart: “Others also bought these”. The free shipping threshold is also a classic tool – if shipping is free over 15,000 forints, the customer easily looks for another smaller product to reach the limit. This includes seasonal promotions, flash sales, or even gamification solutions and loyalty points. These are all small incentives that encourage the customer to make an immediate decision – emphasized László Venk, e-commerce expert.

Leadership perspective – why is it important?

– The conscious application of impulse buying should be part of the strategy. It is not about manipulation, but about how to offer relevant offers to the customer at the right moment. The goal is not to sell something at all costs, but to increase the average basket value (AOV) while the customer leaves satisfied. If a webshop forces flash sales too much or uses misleading messages, it quickly destroys the credibility of the brand. A healthy balance is when the customer feels like they’ve received extra value, rather than something added to them, the expert explained.

Measurability and optimization

A key question for managers is that these impulse-triggering solutions are measurable. Which offer works better? What increases basket value without reducing profit? A well-built reporting and dashboard system can show you exactly which campaigns bring in the most additional revenue and where it is worth refining.

Impulse buying is a natural part of e-commerce – and those webshops that build it into their operations not by chance but by consciously will be successful. Additional product recommendations, delivery thresholds, seasonal campaigns and measurable strategies all contribute to the customer spending more while getting a better experience. At the management level, the question is not whether there is impulse buying, but how can we manage it in a way that both the customer and the company win?! – summarized the e-commerce expert.