AFM/AMS provides a financial support for this Communication Why do people shop? The famous and seminal article written by Tauber (1972) can be considered as the root for new kinds of research in marketing, focusing less on consumer decision-making, and more on consumer motives, practices, experiences, and obviously, shopping. Since then, the marketing literature has highlighted the concept of experience in numerous fields (Schmitt, 1999; Verhoef et al., 2009), including shopping. As consumers are increasingly taking control of their online shopping processes (including information search, product selection and decision-making), providing them with relevant experiences in this context has become an essential issue for marketers. Indeed, if the firms want to interact with consumers at the right time, they need to understand how to best reach and engage with them. The specific case of 'online shopping experience' (OSE) is of particular interest as both the context and the experience itself are co-designed by marketers and consumers. The OSE and its impacts on online shopping (conversion and repurchase) have attracted increasing attention in academic research (Pentina, Amialchuk, and Taylor, 2011; Rose et al., 2012, Kawaf and Tagg, 2017). However, there is still no consensus on what the 'online shopping experience' (OSE) lived by the consumers is. The 'online shopping experience' (OSE) and its impacts on online shopping (conversion and repurchase) have attracted increasing attention in academic research. However, there is still no consensus on what the OSE lived by the consumers is. This gap poses two main challenges: (i) at a conceptual level, the construct of the OSE is still ill-defined; and (ii) at an operational level, the lack of a reliable construct prevents from evaluating such an OSE and its impact.