Online shopping may trump brick-and-mortar when it comes to convenience, but many shoppers feel that something is still missing in the experience. They’re craving the advice and assistance of shop assistants online, looking for the personalised attention they'd get in-store.

Why do people want to buy direct from brands? What’s the appeal of making online wishlists? How can shopping express a sense of patriotism? And how are retailers using behavioural science to increase consumer spending?

Men's e-commerce club Jackthreads is trying to make online shopping more like the real thing, showing how "wanted” each item is. Members can also live-chat with female helpdesk agents to get a fresh perspective on their clothing choices.

More than 600 million people use Facebook Messenger each month to send texts, photos and videos. In March 2015 at the company’s F8 developer conference, Zuckerberg announced that you’ll soon be chatting to your favourite brand via the platform as easily as you do your best mate.