The Intent GapOriginal ecommerce research

We surveyed 2,000 online shoppers with OnePoll, reviewed 100 retail sites and analysed 669 million ecommerce events. We found a void between what online shoppers need and the ecommerce experience they get.

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Introducing The Intent Gap

As ecommerce professionals, we’re living in an era where data and insight have the potential to transform how we connect with our visitors.

We’ve been saying this for years. Using terms like customer-centricity, data-driven and even the dreaded P-word: “personalisation”.

Yet, each year, it feels like we get no closer. We are stuck in an entrenched way of selling that does not align with how people actually buy.

This is The Intent Gap.

By analysing what online shoppers think, what retailers do, and what real-time intent data shows, we hope to not only reveal it, but help to close it.

Data sources &Methodology

OnePoll Online Shopper SUrvey

This study uses a survey of 2,000 online shoppers designed to be representative of the UK population.

The survey was conducted by OnePoll in December 2024 and adhered to OnePoll’s standard collection and validation practices.

in-house Retail Site Research

An in-house analysis of 100 ecommerce sites, selected based on the highest UK web traffic and market cap in December 2024.

Data was collected using a standardised protocol to ensure consistency and accuracy in evaluation across ecommerce sites.

Made With Intent Model Data

Combined data from a sample of ecommerce sites, including 28 million sessions and 669 million events modelled in December 2024.

These sites include Fashion, Home, Lifestyle, Travel and Technology verticals, reflecting varied behaviours, purchase types and trends.

Key SurveyFindings

Of the 2,000 online shoppers surveyed by OnePoll:

- 63% feel manipulated by ecommerce tactics (only 11% don’t)
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- 46% feel overwhelmed on ecommerce sites
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- 83% use discount codes when they would have bought at full price
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- 1 in 5 will stop shopping if they get an early pop-up

And this is just the start. The disconnect between visitor and retailer isn't revealed until you look at the site experiences and real-time data.

Get the report for the full insight.

Report Contents

Statement of Intent

Why we are doing this report. The need for a new perspective in ecommerce. Our belief in this little thing called intent.

Research Methodology

The online shopper survey. The retail site research. The Made With Intent data. The heart of this report.

An Inappropriate World

What online shoppers think about ecommerce. The general view. Why they shop. How it makes them feel. Spoilers in the title.

A Disconnected Experience

What retailers are doing to online shoppers. The behaviours they show. The tactics they use. And what visitors think of them.

Understanding Intent

What real-time visitor data reveals about ecommerce. Pages vs buying stages. Fixed tactics vs unique journeys. A smarter way.

Closing The Intent Gap

Where we go from here. A little call to arms. A summary of what we ve found. A reminder to carry with you.

Get your copyof The Intent Gap Report

2,000 online shoppers.

100 leading retail sites.

669 million ecommerce events.

1 report. Add your address for a print copy (while stock lasts).