In an approach to modifying the essentialness of an ecommerce order, one or more computer processors receive an order for a product from a customer. One or more computer processors determine the product is deemed non-essential. One or more computer processors notify the customer that the product is non-essential. One or more computer processors receive a justification of an essentialness of the product from the customer. One or more computer processors analyze a sentiment of the justification. Based on the analysis of the sentiment, one or more computer processors determine the product is essential. One or more computer processors process the order as essential.