Why do people buy a Porsche when a Skoda will get you from A to B just as well? Why do we all suddenly need AirPods, even though there are plenty of cheaper earbuds out there? The answer lies in a fascinating theory that’s been around for decades: .
The French philosopher René Girard – often called “the Darwin of the social sciences” – discovered that our desires often don’t originate from ourselves. We want things because we see that others want them. It’s not purely a rational choice; it’s a form of social imitation. Girard called this Mimetic Desire, or imitated desire. And if you pay close attention, you’ll see that online marketers and web designers make clever use of it.
From Girard to the Digital Shopping Cart
What Girard already noticed back in the 1960s is now visible in every successful online store. People aren’t just attracted to a product itself, but to the context that shows others want it too. Think reviews, likes, “customers also bought…,” and the endless stream of unboxing videos on TikTok.
In e-commerce, this means your design and content shouldn’t only inform—they should also imitate. As a brand, you show that other people already find your product amazing. This way, the visitor doesn’t feel like they’re discovering something new but rather joining an existing movement.
How to Translate This Into E-Commerce UI Design
1. Put social proof front and center
Don’t hide positive reviews at the bottom of the page. Display stars, order counts, and customer photos right next to the product. It instantly triggers the thought: “Others want this, so I want it too.”
2. Create urgency and scarcity
Highlight that something is popular and almost sold out. “Only 3 left in stock!” or “500 sold today.” People hate the idea of missing out.
3. Visual imitation
Show images of customers using your product. You’re not just selling an item—you’re selling an experience people want to be part of.
4. Make choosing social, not individual
A dropdown with technical specs is useful, but it’s not inspiring. Instead, guide people with cues like “Most popular choice” or “Customer favorite.”
Real-World Examples
1. Porsche & Tesla: status as contagious desire
The car industry is a textbook example of Girard’s theory. You don’t buy a Porsche just because it goes from 0 to 100 km/h in record time (though that’s nice); you buy it because your neighbor, your coworker, or that Instagram account wants one too. Tesla plays the same game. You’re not just buying an electric car—you’re buying into a lifestyle.
Their websites mirror this perfectly: sleek visuals, minimal layouts, almost no text. It’s not about the specs; it’s about fueling desire. You see a car that represents progress, and you think: “I want this too, because others want it as well.”
2. Apple AirPods: the ultimate example of imitation
When Apple first launched the AirPods, many people laughed at them. But once people started wearing those little white stems everywhere, a snowball effect began. Not because the sound quality was groundbreaking (there are technically better options), but because AirPods were a visible sign that you were part of the Apple crowd.
Check Apple’s product page and you’ll see exactly how they stoke this desire. Large lifestyle shots of people wearing AirPods, not just product close-ups. You’re not buying two white sticks—you’re buying the feeling of belonging. The entire UI supports this: clean, simple, and designed to show that everyone wants them.
Conclusion
So, why do we want what we want? Because we see that others want it too. Girard’s theory of Mimetic Desire shows that our buying decisions are often driven by imitation. For e-commerce entrepreneurs, the lesson is clear: design your UI around this human tendency. Show that others already value your product, make the experience visible, and build an interface that makes customers think: “I want to be part of this.”
Because in online marketing, the key question isn’t: How good is your product? It’s: How well do you show that others already want it?
This blog came to life thanks to Christ Coolen’s awesome newsletter.