Due to the corona crisis, there is a lot of online shopping.
Research by Statistics Netherlands (CBS) shows that in the past year 11 percent more internet purchases were made than in the previous year.
Clothes, meals and movies were favorites.
A purchase is made at the touch of a button.
A recipe for bad buys?
"I wouldn't be surprised if we start buying more online in the near future to cheer ourselves up," says consumer psychologist Patrick Wessels.
"And then we will be inclined to buy things that we don't need and that we regret afterwards."
Online shopping can certainly be a bad buy, thinks professor of marketing Barbara Deleersnyder at Tilburg University.
"You buy something that you have not yet seen or something that you have not tried on. The number of returns will therefore be especially high for products where tangibility is important, such as clothing. This applies to a lesser extent for standard products or repeat purchases, which are less sensitive to buy. "
"Reports of 'limited stock' are by no means always based on the real stock."
Barbara Deleersnyder, professor of marketing
Yet we do not necessarily make more bad buys online than in physical stores, Wessels nuances.
"The approach threshold is low online - after all, you only have to open your laptop - but the buying threshold is higher online than in real life. You cannot grab products online and you may experience uncertainty about the reliability of the webshop or shipping. distance, people are less inclined to order directly. "
"That is why web shops are increasingly offering free shipping and return options to lower that barrier."
This has a positive side, according to Wessels.
"The chance of a bad buy can be reduced."
Online bad buy the boss
How can we prevent coronary mucus?
"Be vigilant about the way web shops work. The high discounts that are displayed are often permanent. Notifications of 'limited stock' are by no means always based on the actual stock. So don't be tempted by this", Deleersnyder points out.
Never just go surfing around, Wessels advises.
"Make a kind of shopping list when you go shopping online. This will prevent bad buys or unnecessary purchases. The day deal websites are full of products that no one needs, but that seem very attractive to buy. This can be due to discounts, through marketing that is good. describes how handy you can use it - think of Tell Sell - and through reviews from others. "
"If you are looking for a new bicycle and digitally put different models next to each other, chances are that you will eventually buy the most expensive one."
Patrick Wessels, consumer psychologist
Comparing different products with each other is also not a good idea.
"If you are looking for a new bicycle and digitally put different models next to each other, there is a good chance that you will eventually buy the most expensive one," said the consumer psychologist.
"Our brain works in such a way that you automatically look at the differences between products and not at the similarities. If that bicycle has something extra that the other ones don't, you tend to opt for that more luxurious variant."
"Incidentally, it is advisable to compare prices of the same product. This way you can save money."
Smart tricks to persuade you
What also helps to prevent online bad buys is by being aware of the tricks of web shops.
"As soon as you pay for the contents of your digital shopping cart, there are suddenly no buttons to go back to the previous page", Wessels knows.
"That is of course on purpose; to ensure that you pay as quickly as possible."
“Another common trick is to show products that have been bought a lot by other consumers. By showing that others - who are just like you - are ordering certain products, you subconsciously assume that this is a good choice. That works especially with products that we don't know very well or categories in which we don't shop very often. "
"We will always try to justify a bad buy."
Patrick Wessels, consumer psychologist
Web shops also often use a minimum order amount.
"Then you have to come to a certain amount for free shipping. This sometimes makes you buy more unnecessarily," adds Deleersnyder.
And what actually makes a bad buy a bad buy?
Wessels: "It's a complex concept. As humans we are bad at admitting that we made the wrong choice. We will always try to justify it," he explains.
As a result, the purchase often ends up in the back of the cupboard.
"That is quite a shame; it is much better to acknowledge the bad buy. And make someone else happy with it, for example."