The 'Experience of Searching' is Supported Just as Strongly as 'Instant Buying': E-commerce Shopping Trends in the Era of Time-Performance

System Research Co., Ltd. (Headquarters: Nagoya, Aichi Prefecture), which operates the 'Creative Mall Alulu' (hereinafter referred to as Alulu Mall), conducted a survey on the 'value of shopping via e-commerce' targeting men and women aged 20 to 59 nationwide.

In this survey, it was found that while the 'experience of searching' is supported as a value of online purchasing equal to 'instant buying,' the most enjoyment and satisfaction are concentrated in the 'process of searching and selecting' before the purchase. A major characteristic of these results is that even in an era where time-performance (taipa) is emphasized, the 'experience of finding things for oneself' garners strong support.

Survey Results

■ The majority of users feel 'enjoyment' in e-commerce shopping When asked if they find online shopping enjoyable,

Sometimes: 52.0% Often: 21.0%

73.0% of respondents answered that they find it enjoyable.

It is clear that e-commerce is widely perceived as a place where one can feel enjoyment. First, the premise that enjoyment exists in online purchasing was clearly confirmed.

■ The enjoyment of e-commerce is concentrated in 'finding,' 'selecting,' and 'searching' When asked for the reasons why they feel enjoyment or happiness when shopping online,

Being able to find the product I wanted: 61.0% The time spent comparing while selecting: 52.1% The time spent searching for products: 50.0%

These were cited as the top reasons.

All of these are concentrated on exploratory behaviors such as 'searching, comparing, and finding,' which indicates that the appeal of the e-commerce experience is strongly skewed toward the pre-purchase process.

■ The moment of highest satisfaction is 'the moment I find what I want' When asked about the moment that most boosts their mood during online shopping,

When I find what I want: 39.7%

It was found that the 'experience of finding' something and thinking 'this is it' provides the highest level of satisfaction. It is characteristic that both enjoyment and satisfaction are centered on 'finding.'

■ 'Wanting to buy quickly' is the most common purchasing style, but the 'layer that enjoys the time spent selecting' is also competitive When asked which style is closest to their own when shopping online,

I want to buy what I want as quickly as possible: 38.1% I also want to enjoy the time spent selecting and searching: 34.8%

While 'I want to buy what I want as quickly as possible' ranked at the top, 'I also want to enjoy the time spent selecting and searching' is supported to a similar degree. It is clear that there is a certain number of people who are conscious of 'enjoying the selection process' in addition to efficiency.

■ 70% of people perceive the time spent searching and comparing as 'enjoyment' When asked what they think about the time spent searching and comparing during online shopping,

I think it is one of the joys of shopping: 35.4% I think it is enjoyable, if I had to say: 31.5%

66.9% of people perceive 'searching and comparing' as an enjoyment.

Conversely, the group that thinks 'shorter is better' is a very small minority. There is a strong tendency to positively evaluate the time spent exploring itself, a result that supports the value of the 'experience of searching' in e-commerce.

■ Even in the era of time-performance, the 'value of selecting and finding' is supported From this survey, it became clear that the center of enjoyment and satisfaction felt in online purchasing is not the moment of purchase, but the exploration process of 'searching and finding.'

On the other hand, there is also a certain level of support for the need for immediacy, such as 'wanting to buy as quickly as possible.' It was found that even in an era where time-performance is required, consumers support both the 'value of buying quickly' and the 'value of selecting and finding for oneself' as equal values of online purchasing.

Online purchasing is not just a means of buying, but is strengthening its role as a 'place to enjoy discovery.' It is thought that as these two values coexist, the importance of the 'experience of searching' will increase even further in the future.

※ Request when citing or reprinting data When using the results or images from this release, please include a link to the official website of 'Creative Mall Alulu' (https://alulu.com/) as the source.

Details of the survey results are here: https://alulu.com/media/tips_gift_values/

[Survey Overview] Target: Men and women aged 20 to 59 Survey period: March 18, 2026 Survey institution: Crowdsourcing site Survey method: Calculation of response ratios for each question item Number of valid responses: 200

[About Creative Mall Alulu] 'Alulu' values not only the appeal of products and services but also 'who you are buying from.' There is plenty of content that conveys the history of the shops, the thoughts of the producers, and the personalities of the craftsmen. You can encounter products you like after knowing those thoughts. We will continue to strive to be a place where 'people (shops) and people (customers)' gather and connect.

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[Company Overview] Company Name: System Research Co., Ltd. Headquarters Address: 2-12 Iwakura-hondori, Nakamura-ku, Nagoya, Aichi 453-0861 President and Representative Director: Hiroshi Hirayama Company Website: https://www.sr-net.co.jp/