Do you ever close an online shopping app feeling oddly tense rather than satisfied? The endless scrolling, constant comparisons and pressure to decide can leave some people more drained than relaxed.
You may not be imagining that feeling. New research suggests that online shopping stress can quietly build in ways many people do not expect.
As more South Africans turn to online platforms for convenience, these findings add another layer to stress, screen time and modern digital life.
Online shopping stress and its effects
The observational study, published in the Journal of Medical Internet Research, found that time spent on online shopping, social media use and gaming showed a stronger link to self-reported stress than reading emails, checking news or watching adult entertainment.
The study analysed the internet use of nearly 1 500 adults over seven months, drawing on data from around 47 million website visits and 14 million app usage records.
“Previous studies have shown that social media and online shopping are often used to relieve stress. However, our results show that a rise in social media use or online shopping is linked to an increase in self-reported stress across multiple user groups and across devices,” says Mohammed Belal, doctoral researcher from Aalto University in Finland.
Women in the study reported higher online shopping stress than men, while older and wealthier participants generally showed lower stress levels.
Unlike many earlier studies, the research relied on a tracking programme installed on participants’ devices rather than only self-reported questionnaires. This allowed researchers to observe actual online behaviour more accurately. However, they caution that cause and effect remain difficult to untangle. It is not always clear whether people shop or scroll because they are stressed, or whether these activities contribute to stress.
“It’s really crucial that we study these issues further so we can solve that chicken and egg problem,” explains assistant professor Juhi Kulshrestha.
What does this online shopping stress mean for South Africans?
With cheaper data and widespread smartphone use, South Africans already spend a lot of time online. Some reports suggest that people in South Africa spend up to nine hours per day online, blurring the boundaries between work, leisure and rest.
Previous coverage also highlighted high screen time among South Africans and growing concerns about its impact on focus and mental health. Now, online shopping stress adds to this.
Because online shopping forms part of this broader digital ecosystem, it often overlaps with other stress-linked behaviours such as doom-scrolling, compulsive browsing and constant price comparisons. Over time, these habits can add to feelings of mental overload.
There are simple ways to reduce online shopping stress and anxiety linked to online behaviour. Setting time limits for online shopping, switching off non-essential notifications and making space for offline activities can all help support better mental health. You can also take up some hobbies to reduce stress, none of which involve technology.
