Broken promises and empty carts: the reality of online shopping

Purpose Customers encounter several challenges in the fast-changing world of e-commerce that may significantly impact their online experience. The purpose of the present study is to dissect the complexities of digital consumer experiences, elucidating the challenges that influence their navigation in the virtual marketplace. Design/methodology/approach The authors used a qualitative approach to identify the challenges that hinder customers’ online experience with mobile shopping apps (MSAs). Data collected from 25 in-depth interviews was analysed using thematic analysis through NVivo software. Findings Findings uncovered nine significant themes outlining the challenges faced by customers during their MSA experience: user interface challenges, return and refund problems, quality assurance hurdles, emotional frictions, delivery system obstacles, customer support inhibitors, order and payment issues, security and privacy concerns, and pricing dilemmas. Originality/value Although previous research has focused on the positive components of mobile shopping, there remains a scarcity of studies comprehending the obstacles and difficulties that lead to unfavourable customer experiences. Using a critical lens on consumer resentment, this study explores various challenges that hinder customers’ smooth engagement with MSAs.