Gamified Experiences Are Transforming Traditional E-Commerce

In the past decade, it’s become almost commonplace to watch some of the nation’s largest retailers permanently close their doors. The big box stores who failed to adapt to shifting consumer behavior were essentially wiped out, while the innovators who prioritized the development of e-commerce platforms continued to thrive. Fast forward to 2021 and simply being able to shop online is no longer enough to drive demand. 

E-commerce platforms that are standing out among the competition are heavily focusing on creating inclusive, all-encompassing user experiences. Amazon’s one-click shopping, personalized recommendations and review-centric model are a perfect example. Though, as we know, consumers’ needs aren’t stagnant. Interests and desires frequently change, so how do we continue to attract shoppers, especially the younger generation? 


Shopping Roulette, an innovative marketplace that blends gaming and e-commerce, may have the answer. From a quick glance, the platform may look like any other e-commerce site, however, it gamifies the traditional shopping experience by allowing users the opportunity to compete against other buyers for a chance to win their products free of charge. Essentially, when you purchase a product on Shopping Roulette, you are simultaneously securing a slot in a game of roulette. Once four other buyers have purchased a product on the site, a wheel is spun, and a winner is selected. That winner will receive a refund for the price of the item, while the other players will have their products shipped to them, as normal.  

“When we started closely examining the e-commerce models of today’s legacy marketplaces, we noticed a sort of generational gap. The platforms weren’t catering to the generations that grew up on video games and social media, which in fact, does play a role in shaping consumer behavior,” said Emilie Edberg, CEO of Shopping Roulette. “By bringing gamification into the e-commerce space, we created a first-of-its-kind marketplace that appeals to these non-traditional groups.” 

The Innovators

Behind the concept are Italian siblings Joseph and Elia D’Anna and Swedish entrepreneur Emilie Edberg. All three are graduates of the European School of Economics and have an extensive background in tech development and fashion, respectively. The siblings created a prototype of Shopping Roulette in 2012, which has since been redesigned, after welcoming Edberg to the team. 

“We were dealing with a sort of balancing act upon first creation, as we didn’t want to focus too much on gaming and risk alienating traditional e-commerce customers,” says Elia D’Anna. “We also were poised with the challenge of appealing to those who thought this type of shopping experience was too good to be true. To combat this, we focused on centering our platform around the familiarity of fashion. We’ve seen great success with this and look forward to eventually introducing products outside of this niche.” 

As e-commerce continues to adapt to the ebbs and flows of consumer purchasing behaviors, it’s likely that a gamified shopping experience, similar to Shopping Roulette, will grow in popularity. For more information on the marketplace and how it works, visit