Buying online has become simple, extremely fast, almost automatic. One tap on the screen and the purchase is done.
This convenience has transformed the way we manage money far more than we realize.
Everyday digital finance—made up of apps, notifications, invisible payments, and personalized product carousels—has a dominant influence on our economic decisions.
Algorithms that predict our tastes
Platform algorithms analyze thousands of signals: what we watch, how long we linger on an image, what we leave in our cart, even the time of day we browse.
A study by MDPI (Multidisciplinary Digital Publishing Institute) describes how artificial intelligence (AI)-based recommendation systems use browsing behavior data, purchase history, and interactions to generate personalized suggestions.
This personalization can make an offer feel more urgent, necessary, or particularly convenient—even when it is not.
Social media: from sharing platforms to digital shopping malls
Instagram, TikTok, and YouTube have become true drivers of purchasing behavior.
The GS1 Italy Non-Food Observatory 2024 report (here) shows that 48% of Italians buy clothing they have seen on social media, and that many “non-food” purchases are linked to content viewed on platforms such as Instagram, Facebook, and TikTok.
The mechanisms that make social media so powerful are three:
- Immediacy: the stimulus is emotional and instantaneous
- Social proof: if many people buy it, it must be worthwhile
- Integrated influencer marketing: content that appears “natural” is actually full-scale PR
The Italian Competition and Market Authority has repeatedly pointed out that creators must clearly disclose advertising, but in practice many contents remain ambiguous, blending real life and commercial promotion.
Shopping apps: design that encourages purchasing
Behavioral design in apps, and the way an interface is built, can increase the likelihood of an impulse purchase by up to 300%.
Among the most impactful elements are:
- One-click purchase
- Carts that never expire
- Wishlists turned into notifications (“Almost sold out!”)
- Points, badges, and gamification
- Stored payment methods
Invisible payment: when payment escapes our sight
Behavioral psychology has shown that paying with cash generates more “pain of paying” than digital transactions.
In fact, the level of transparency of a payment method (how much we see the money leaving) strongly affects spending control: lower transparency means a higher risk of overspending.
The more automatic the payment, the less we perceive its economic impact.
By removing steps such as entering card details or confirming each action, apps weaken spending awareness and increase the risk of impulse purchases.
Buy Now Pay Later: more freedom, more risks
BNPL (Buy Now, Pay Later) services are rapidly expanding.
According to the European Banking Authority (EBA) Report 2024, BNPL users in Europe exceed 50 million, the majority of whom are under 30.
The problem?
Payment is postponed and therefore psychologically “lighter.”
But:
- it can lead to over-indebtedness
- it fragments the perception of spending
- it encourages buying more than necessary
For many young people, already exposed to social media and constant stimuli, this combination can be risky without adequate financial literacy.
How to protect yourself
The solution is not to eliminate technology, but to use it consciously:
- Plan a monthly budget
- Turn off discount and promotional notifications
- Use “cooling-off periods”: wait 24 hours before confirming an order
- Distinguish organic content from sponsored content
- Monitor expenses with apps dedicated to saving
Being a digital consumer means knowing how to navigate a system designed to capture our attention—and often our wallet—without becoming dominated by it.
“One-click buying” has revolutionized money management, offering convenience and speed. However, it requires solid financial and digital education: understanding how algorithms, design, and psychological dynamics work, and learning to manage money consciously, is essential to avoid losing control of spending.
To explore these topics further, visiting www.museodelrisparmio.it and following the Museum of Saving’s online or in-person activities is an excellent starting point.
December 3, 2025