As online retail evolves, many consumers find themselves ensnared in the “add to cart” snare, often without cognizance. This burgeoning inclination—clinically termed oniomania—has begun to redefine not just our spending habits but also our emotional landscapes and overall lifestyles.
Economically, the phenomenon known as emotional spending entails acquiring items as a means of emotional solace, particularly during times of distress. This casual phrase, “treating yourself,” encapsulates a more intricate psychological process.
During bouts of anger, the frontal lobe, the epicenter of rational thought, becomes less engaged, impairing our financial judgment.
This often culminates in moments of post-purchase regret. Questions like, “Why did I buy so much?” reverberate in our minds. Yet, remarkably, we often find ourselves repeating the cycle. With the exponential growth of e-commerce, more individuals are slipping into compulsive spending habits.
The “Add to Cart” Trap
According to the “Understanding Bangladesh E-Commerce Landscape” report (November 2024) by Payment and Commerce Market Intelligence (PCMI), approximately 80% of online purchases in Bangladesh occur via mobile devices, with the remaining 20% taking place on desktops.
This statistic signifies that platforms such as Facebook and Instagram deploy algorithms designed to scrutinize user preferences, inundating consumers with targeted advertisements and prolonging their browsing sessions—often resulting in further purchases. This trend captivates not only the youth but also the middle-aged and elderly demographics.
The moment a transaction is executed, the brain releases dopamine, igniting a wave of exhilaration associated with the purchase. This sensation is amplified when shopping occurs from the comfort of one’s home or during brief interludes at work.
“I once had a case where a wife expressed concern that her husband’s unchecked spending had even encroached upon their child’s tuition. Another male client habitually placed orders daily, yet never utilized any of the items; his home became a repository of unopened packages. Such compulsive buying behavior often catalyzes marital strife.” — ISMAT JAHAN, PSYCHOLOGIST
Furthermore, live shopping sessions that facilitate interactive Q&A foster the urge to browse and accumulate goods wherever one might be, leading to the accumulation of unnecessary items in virtual carts.
A contributing factor is the diminished concern over immediate cash availability, given the reliance on personal funds and credit cards for subsequent transactions. This entire experience occurs subconsciously, often leaving individuals unaware of their actions.
Consider Ishrat Imran, who frequently scrolls through Facebook and Instagram and is enticed by targeted product advertisements. Over a cumulative two to three hours daily, these browsing habits translate into purchases.
When queried about her shopping habits, she remarked, “Whenever I notice something appealing, I delve into the details. It’s a common practice, isn’t it? Sometimes I look for a new face wash as mine is nearly finished; however, I often stumble upon other enticing products that lead to additional purchases.”
40% to 50% of Online Business stems from F-Commerce
Today, virtually every online business maintains an active Facebook presence, thus amplifying its commercial reach.
In 2023, Bangladesh boasted around 2,000 independent e-commerce platforms alongside over 300,000 active f-commerce pages, culminating in a market size approximating 1,000 crore taka.
By 2024, this figure surged to between Tk 12,000 and Tk 15,000 crore, with f-commerce accounting for 40% to 50% of the e-commerce market.
Consumers now serendipitously encounter marketplaces as they scroll through Facebook. Social media has seamlessly integrated e-commerce and entertainment, transforming the traditional family evening gatherings around television into opportunities for engaging with live sales—eager followers tune in with smartphones in hand, regardless of genuine intent to purchase.
A report from The Economist titled “Are You Addicted to Shopping?” references research from the Journal of Business Research, which highlights marketers leveraging time-limited offers and perceived ideal customer experiences to instigate the Fear of Missing Out (FOMO).
This pervasive fear propels individuals toward impulsive buying; many hastily make purchases simply due to discounts, often disregarding their actual needs.
PCMI’s report also found that 79% of Bangladeshis favor online shopping mainly for its lower prices.
No Addiction is Beneficial
Shopping has morphed into a leisure activity. Clinical psychologist Ismat Jahan emphasized, “Some individuals dedicate their entire day to perusing these platforms. They are absent from your messages and feeds; it has evolved into an addiction.
They justify it by arguing, ‘If I weren’t engaged in shopping or video games, I might resort to drugs or self-harm.’ But no addiction is beneficial.”
A study titled “Factors Determining Satisfaction of Online Customers in Dhaka City, Bangladesh” (March 2021) identified three principal reasons for online shopping: time constraints, location convenience, and product variety.
Sadia Amin, recently employed as a Management Trainee at a reputable private bank, shared, “I work five days a week. On my days off, I prefer to relax or socialize. Given the reliability of online pages for timely delivery, I no longer feel the need to shop in person.”
She remains loyal to a select few pages, stating, “I’ve never encountered disappointment with their products! In fact, experimenting with new items brings me immense joy.”
This shift in shopping towards a form of entertainment raises alarms among sociologists and researchers, who argue that it is beginning to resemble gambling—ordinary consumers lose their sense of moderation and neglect to ask themselves, “How much do I genuinely require?”
International studies indicate that around 5% of individuals suffer from oniomania or shopping addiction. This condition transcends mere overconsumption; it can devastate relationships and plunge individuals into debt.
This May Lead to Marital Conflicts
Psychologist Ismat Jahan recounted her experiences: In one particular case, a wife lamented her husband’s extravagant spending habits that depleted their child’s tuition fund.
Another male patient habitually ordered new items, never utilizing any, resulting in a home cluttered with unwarranted possessions. Such compulsive purchasing can indeed precipitate marital discord.
Nonetheless, escaping this addiction proves challenging—it has become entwined with notions of social status.
This trend traces its origins to the United States, where, throughout the late 19th century, technological advancements and economic affluence rendered consumer goods more accessible.
As Americans began equating purchasing power with social prestige, this ideology became ingrained in the fabric of society—a mentality that is increasingly reflected in contemporary culture.
“Every addiction carries social implications,” observed Ismat Jahan. “We call it peer pressure. In substance abuse contexts, it’s labeled ‘bad company.’
The same principle applies to compulsive buying disorder; the desire to conform sways individuals, thinking, ‘If others are buying, I should, too; otherwise, I’ll feel isolated.’ This mentality encapsulates the crux of the challenge at hand.”
She recommends various strategies for mitigating this addiction, such as unsubscribing from shopping notifications, pursuing gardening, engaging in outdoor activities, or fostering direct social interactions rather than succumbing to endless scrolling.
Source link: Tbsnews.net.
