ecommerce psychologywhat is mental accounting
What Is Mental Accounting: Shopify Guide for 2026
Most Shopify merchants already see the symptom, even if they don't use the term. A shopper ignores a full-price product for weeks, then buys quickly when the offer feels like a reward, a free add-on, or “extra” value. Another customer hesitates over a modest purchase from their monthly budget, then spends a gift card without much friction.