Dark UX patterns in online commerce – how e-shops manipulate users

As the online commerce sector continues to grow dynamically, more attention is being paid to user experience (UX) manipulation techniques used by e-commerce platforms to influence purchasing decisions. These tricks are known as “dark patterns,” and their goal is to push users toward actions they might not take if left to make an informed and autonomous decision.

The use of dark pattern techniques in e-commerce is particularly dangerous as it can have direct financial consequences and erode consumer trust. More and more users feel that they are not in control of the shopping process, but rather manipulated by the site’s design—sometimes consciously, other times unknowingly, but always in ethically questionable ways.

What is a dark pattern?

A dark pattern is a deliberate UX design tactic that misleads, pressures, or deceives the user. In e-commerce, these typically aim to prevent cart abandonment, increase sales, or avoid subscription cancellations—often at the expense of user autonomy. The goal is not to improve user experience, but to influence behavior so users spend more money, stay longer on the site, or share more data than they might otherwise be comfortable with.

Common dark patterns in e-commerce

1. Countdown timersA timer urges users to buy quickly—e.g., “This deal expires in 10:00 minutes.” In many cases, the deal remains available even after the time runs out. The perceived urgency induces stress and impulsive decisions.2. Pre-selected optionsExtra items like insurance or extended warranties are pre-added to the cart and must be manually removed. This gives the impression they are the default or expected choice.3. Fake stock warningsMessages like “Only 2 left in stock!” are often false and designed to pressure users. Artificial scarcity is one of the strongest psychological triggers.4. Deceptive buttons“Buy” or “Continue” buttons are bold and large, while “Cancel” or “Close” options are minimized or hidden, nudging users toward one action.5. Emotional pop-ups (Confirmshaming)Messages like “Are you sure you want to miss 20% off?” appear when unsubscribing, inducing guilt or hesitation. “We’re sad to see you go” is another common phrase used to create emotional pressure.6. Sneaky basket additionsItems or newsletter subscriptions appear in the cart without user action, often hidden in fine print and removed only with effort.7. Difficult account cancellationSign-up is easy, but deleting an account may require several steps, be hidden, or need contacting customer service. Often, the option to delete is buried deep in settings or not visible at all.

Additional psychological tricks

Manipulating social proof: “Someone in Budapest just purchased this!” Such notifications are often automated and not real-time but boost trust and urgency.Distorted price comparisons: The “original” price is exaggerated (e.g., “Was €129.99, now only €49.99”) to make the discount appear more significant.Personalized manipulation: Products based on previous browsing or purchases are promoted aggressively with “Recommended for you” tags.

Impact on consumers

• Financial loss: users buy products/services they didn’t intend to
• Frustration and mistrust: disappointed customers are unlikely to return
• Reduced autonomy: choices feel forced rather than voluntary
• Emotional manipulation: guilt, stress, uncertainty

Regulatory environment and responses

• The EU’s Digital Services Act (DSA) and GDPR prohibit misleading UX design.
• In Hungary, the GVH (Competition Authority) actively investigates unethical design practices.
• Consumer protection authorities can also be alerted via public complaints.

How users can protect themselves

• Read the fine print, especially before paying
• Resist pressure: don’t act based on timers or artificial scarcity
• Check reviews: Trustpilot, Reddit, and forums offer insights
• Use incognito mode to avoid personalized manipulation
• Limit data sharing and review unsubscribe options carefully

E-commerce platforms are using increasingly sophisticated methods to steer user decisions. While these tactics may boost short-term conversion, they damage brand trust in the long run. Ethical, transparent UX design benefits users and businesses alike. Informed shoppers protect themselves—and the broader digital ecosystem—from manipulation.