The findings reveal that e-commerce serendipity is an artificially facilitated unplanned experience, jointly shaped by consumers and online platforms along with their designers. Being an artificial serendipity, e-commerce serendipity is characterised by its expectedness, thrillingness, and varied outcomes. Three routes were presented for consumers to experience e-commerce serendipity: coincidence, unexpected discovery, encountering. These routes differed via the varying interaction patterns between serendipitists and third parties under different conditions. The findings regarding ecommerce serendipity as a form of artificial serendipity have significant (...) implications for both research and practice. (shrink)