Online shopping, which the US Census Bureau estimates accounts for roughly 16% of all retail sales, theoretically makes it easier to find exactly what we are looking for. AdvertisementThe golden age of comparison shopping isn't so golden after all. Ursu has studied two factors in shopping: search costs and search fatigue. Ursu guessed that the most exhausting stage of shopping is comparison shopping — when people pore over minuscule details between products to find the best one. Related storiesIf people abandon their shopping carts because they get overwhelmed by search fatigue, it can come back to bite retailers.

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Persons: We'd, It's, Barry Schwartz, Jason Goldberg, Publicis, they've, Marsh, Samantha Kleinberg, you've, moisturizer, New York University's Leonard N, Ursu, Qianyun Zhang, Elisabeth Honka, lockdowns, Lauren Ralph Lauren, Goldberg, Rufus Organizations: Ikea, Amazon, Accenture, Swarthmore College, Walmart, Shoppers, Lehigh University, Stevens Institute of Technology, Cognitive, New York, Stern School of Business, Google Locations: New, Netherlands, Wayfair