What is the magic of the lost benefits and is it worth using it in your e-shop? We can show it with an example. Try to conduct an experiment among your friends. Show them 100$ banknote and ask them: ‘Do you prefer getting 100$ now or wait 2 weeks and get 109$?’ It’s of course better to wait 2 weeks and get higher amount of money. However, the conducted experiments show that majority of people will take 100$. It turns out that negative emotions connected with loss of something are 2 times stronger than happiness caused by potential profit.