The rapid growth of online shopping has delivered convenience but also reshaped consumer psychology in complex ways. As shoppers adapt to new retail paradigms, they must balance desires for endless variety and instant gratification with the pitfalls of distorted expectations, shopping addiction, and buyer's remorse.

Initially, ecommerce garnered enthusiasm by offering effortless access to global selection. But early adopters soon discovered limitations in buying products sight unseen. Dimensions, materials, and colors often deviated from imagination. Seller marketing depicted items in the best possible light.

Thus, frequent disappointments occurred when real products diverged from fantasy. However, research indicates such letdowns diminish over time as consumer expectations adjust based on experience. Shoppers learn to interpret photos and descriptions more skeptically. They focus less on perfection and more on pragmatic tradeoffs between online convenience and sensory uncertainty.

Surprisingly positive experiences also occur when products exceed expectations. Manufacturing and logistics advances make this increasingly likely. Diligent research helps align anticipation with reality. The overall balance of disappointments and delights shapes repeat purchase behavior. Excessive letdowns discourage future transactions, but frequent surprises paired with easy returns build loyalty.

Beyond individual transactions, structural and psychological factors make online shopping intrinsically habit-forming for some personalities. Instant gratification provides convenience lacking in physical stores. Endless novelty stimulates the reward centers of the brain. Frictionless payment enables impulse purchases without financial pain. For certain consumer segments and product categories, these dynamics foster compulsive shopping and emotional dependence beyond rational utility.

These addictive patterns necessitate rethinking assumptions that purchasing always improves welfare. Some shoppers clearly derive utility from the process itself, not just acquiring goods. This challenges traditional economic models. Potential solutions include interventions to disrupt harmful habits, diagnostics to identify those most at risk, and education on setting reasonable expectations. Further research should continue elucidating both the promises and perils of ecommerce.

In closing, managing expectations remains an emerging priority as online shopping becomes pervasive. Reasonable expectations, moderated behavior, and ethical marketing practices are essential for maximizing consumer welfare. With prudent safeguards, ecommerce can fulfill its potential as a conduit for convenience and delight rather than primarily disappointment and remorse.

The author acknowledges the thoughts shared by his numerous students, colleagues, and especially Mr Cao Shilong, Mr Li, Dr. Wang Qing, and Dr. Amar Razzaq during one of the Independent Thinking Seminar led him. For the full paper, please see Entreprenurship for Sustainability Volume I.