Have you ever met someone so in tune with your needs that it felt as if they were reading your mind?

If so, you know the glorious feeling of being seen and understood. 

What if you could replicate this feeling in your customers’ minds?

This is what eCommerce personalization does for you. It changes how people browse, shop, and interact with your brand, increasing loyalty and conversions. 

If you’re already using it, you’re missing out.

If you’re just getting started, read on. 

Today’s post analyses eCommerce personalization, showing you its benefits, techniques, ideas, and real-life examples of personalization. 

Let’s get started! 

What Is eCommerce Personalization?

eCommerce Personalization means orchestrating individual and customized experiences for your eComm customers across all your marketing campaigns and customer journey touchpoints: ads, emails, website content, etc.  

Benefits of eCommerce Personalization

The main argument for personalized eCommerce is that consumers are no longer treated as a general audience. 

Instead, different levels of personalization recognize customers as individuals, earning loyal customers as well as their appreciation and respect. 

Moreover, suppose you use different communication styles and techniques for prospects, new customers, long-term customers, or any other category inside the customer base. In that case, your processes automatically become more effective and compelling. 

People love to see a personal touch from brands. People also hate being bombarded with irrelevant messages. Personalized eCommerce empowers you to shoot both goals with one arrow, earning all the benefits in between.

Thus said, let’s take a closer look at all the benefits generated by a customized experience in eCommerce.

  • Active customer engagement

Personalization allows you to dig deeper into customers’ needs and preferences and orchestrate engaging experiences across all customer touchpoints. 

It’s difficult to truly touch on what triggers customers if you’re trying to convert traffic into customers, new customers into repeat customers, or long-term customers into brand advocates – all at once, with an identical copy. 

On the other hand, creating different experiences for all these segments gives you the space to showcase the benefits of each end goal. The relevant nature of these experiences will compel customers to engage with your content and perform the desired actions.

There are few experiences similar to the warm, fuzzy feeling you get when you feel listened to and understood by someone. It’s no different in eCommerce, where an enhanced customer experience makes all the difference. 

It’s easier (and more feasible) to satisfy your customers when you understand their needs and preferences. Personalization allows you to meet customers’ expectations and increase customer satisfaction

And the higher the satisfaction, the better your customer loyalty and retention will be. 

Using personalization tactics such as product recommendations or curated email campaigns allows you to cater to customers’ individual needs and promote products that will truly benefit the customer. 

As a result, customers are more willing to buy your products than if they saw ads for irrelevant products.

For example, let’s say you’re in charge of an online store selling fitness supplements and planning a promotional campaign for your protein powders. 

Sending the same email blast to all customers doesn’t do much good. You can’t guarantee all customers consume protein, as some might have joined the brand for your vitamin selection.

However, sending discount emails to customers who buy protein regularly will have better results. Those people would buy anyway, so now they just took advantage of a good deal.

  • Better customer insights

Analyzing the results of your personalization strategies and contrasting customer data to your assumptions gives you a clearer picture of your customers. 

You understand what these people need, what they respond to, and how your products fit into their goals. 

In time, you end up knowing your customers on an intimate, individual level and uncover all pieces of the puzzle which add up to create a unified, personal, and relevant experience.

Relevancy truly is the key to catching people’s eyes, attracting them, and keeping them engaged for a long time. 

In a nutshell, insights unlock the key to retain customers and keep them close.

  • Competitive advantage

Somewhat related to the previous point, relevant personal experiences keep people close to you. 

Maybe several other competitors can sell the same products as you. That’s a given.

However, how customers feel about you makes you unique and impossible to leave. Going even further, how you make people feel is how they’ll remember you.

Do you want to be the brand that blasts email subscribers with monthly discounts? Would you rather be the brand that anticipates people’s needs, acts quickly should any issues arise, and constantly exceeds customers’ expectations?

  • Improved customer loyalty 

Customer loyalty isn’t a given.

To increase customer loyalty, you must constantly prove your value in people’s lives. 

Understanding and catering to customers’ expectations contribute significantly to your value. By anticipating customers’ needs and bringing convenience & results to the table, you’re winning customers over – along with their loyalty and patronage.

  • Reduced cart abandonment

One of the biggest misconceptions in eCommerce is that it’s enough to bring visitors to the website to sell your products. 

That’s wrong, and it’s unfortunate. 

After all the work you’ve put into creating compelling ads, pushing the right products, and tweaking the product pages, losing people in the last step of the buying process is a pity.

With personalization, you can uncover the motivations behind cart abandoners and provide practical solutions to address their issues. 

Solving problems and eliminating them forever gives no reason for shoppers to abruptly quit the purchasing process, reducing your reduce cart abandonment rates and increasing conversion as a consequence.

  • Efficient marketing campaigns.

When your marketing teams become spending agents, you’ve got a problem. Marketing isn’t shopping or Tinder matching; you can’t just feed the algorithm and hope people will be attracted to you. 

Instead, marketing is the perfect blend of art and science, the peanut butter and jelly of the business Arena. 

You need to know how to read the data to get accurate insights and have that spark that creates appealing messages and seduces your audience. 

Personalization allows you to reach that golden ratio between raw data and wild creativity, delivering the right message, to the right people, at the right time.

It’s not about spending your money on ad networks.

It’s about understanding customers individually, then creating targeted prevention, retention, and acquisition campaigns that resonate with prospects and customers. 

  • Smarter inventory management.

The research you’re conducting to inform your personalization campaigns will uncover the most popular products among your customers. 

You’ll see what people buy, and you’ll make the necessary adjustments to ensure you’re always in stock. 

You’ll also stop ordering and storing products that only serve as dust catchers on your shelves, reducing waste – and customer churn. 

(Is anything more frustrating than being unable to buy your favorite skin care product when you most need it?)

  • Increased brand awareness

And finally, we’re reaching the intangible: the experience you’re providing, that special something that turns new passions into lovers, website visitors into long-term customers.

Personalizing the customer journeys for your customers means creating unique, relevant, and memorable experiences. Experiences that help you stand out in a crowded marketplace. 

Enticing and surprising customers will make them talk about you. 

In turn, you get more brand recognition and awareness, attracting more people. 

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Optimizing Your eCommerce Personalization Approach

You can’t spell eCommerce personalization without customer data. 

Well, you can spell it, but that’s about where your capabilities end.

There are few definitive statements in eCommerce anymore, but one thing is sure: eCommerce personalization relies on customer data

Gut feelings, trends, and panels of experts are great to get you started and put you on the right path, but the map is drawn by the zero and first-party data you’re collecting. 

Without it? Your personalization efforts will likely prove fruitless.

To that end, here are the steps you must go through before orchestrating your personalized eCommerce customer journey: 

  • Use a Customer Data Platform for unified data view and avoiding data silos.
  • Use the website and survey tools to collect demographic & behavioral data and transactional information.
  • Analyze on-site interactions to gather data about visits to category and product pages.
  • Send on-site and customer surveys, then extract data from users who have completed your website’s web forms.
  • Analyze semantic search data from users who have searched for specific products or keywords on your online store.
  • By analyzing the collected data, determine which segment(s) of your users are most interested in your offers.

These steps are just some of the ones you can take. You can also use interviews, social media scoring, focus groups, and other research methods to get the needed data. 

However, it’s enough to get you started and inform your personalization strategies.

eCommerce Personalization Tactics

Speaking of which – let’s see how eCommerce personalization looks and how to implement it inside your business. 

  • Smart On-Page Product Recommendations

Personalizing product recommendations refers to showing website visitors similar products to the ones they’re browsing at the moment. 

It’s proven that personalizing product recommendations using similar brands (but higher in price) will increase customers’ average order values and bring in more revenue. 

To do so, you can analyze your shop’s data to identify the products that pair great together and efficiently entice customers to increase their shopping cart size. 

Headless commerce allows you to deliver tailored shopping experiences to customers across multiple touchpoints (including websites, mobile apps, chatbots, voice assistants, etc.)

Note: looking for a comprehensive tool for your on-site personalization? Omniconvert’s Explore helps you optimize your website by offering visitors personalized experiences through pop-ups and ribbons. By leveraging Explore, you can create more engaging and compelling user experiences that align with your specific needs and preferences

  • Enable returning customers to pick up where they’ve left off

There’s nothing more annoying than manually searching and scanning through thousands of products to find the items you were looking at a couple of days ago. 

It’s inconvenient, and inconvenience is the death of conversions.

Make returning visitors’ buying process more accessible by allowing them to save their data from past sessions (items and preferences) and resume the shopping process right where they left off in the past.

  • Showcase bestsellers – with a twist.

Personalized experiences based on bestselling products aren’t necessarily revolutionary. 

However, personalization based on time, weather, or location takes this tactic to the next level, creating an even more engaging experience.

People are naturally attracted to everything sought after, seeing popularity as social proof. 

Show your popular products through filters such as the weather or location to give people exactly what they need at the right time.

  • Use USG (user-generated content) across all touchpoints.

Speaking of social proof – remember to leverage it in the customer journey. 

Showcase photos of people using your products, reviews, and testimonials to illustrate how your products work in real life. 

This way, you’ll remove any doubts from prospects’ minds, offering peer-based proof that your products deliver the value you’re promising.

  • Communicate to reengage customers. 

You can use SMS, Social Media retargeting Ads, or even email to communicate with prospects and reengage lost customers directly. 

With mobile devices being integrated into our lives and the natural compulsion to check notifications, you can ensure prospects see your messages wherever they are.

There are several messages you can send your prospects to increase conversion rates:

1. Message for cart abandonment

No matter how much you’re tweaking the checkout process, you’ll still have to deal with cart abandoners. Just think about how often you were distracted while buying something and forgot to return to the store. 

Use cart abandonment emails to refresh people’s memories and return them to your store. 

You can show them the products in the cart, use a scarcity message (only two items left / price will go up!), or reinforce the items’ benefits.

2. Reactivation message

If a customer doesn’t order in a while, you can trigger special “we miss you” emails, reminding them of your brand. 

You can also include a special discount for his favorite products or showcase new products to entice the customer into purchasing from you again. 

3. Follow-up message

Ok, this one is our favorite. 

A common misconception in eCommerce is that the relationship begins when a customer has placed an order. 

False. 

The relationship begins when customers reach their desired outcome with your help. 

In other words – customer success is actually your success.

This is why we recommend you get in touch with customers after they receive the order. A simple message with further instructions on extracting the most value from their orders will go a long way. 

Think of it as planting the seeds of what will soon become a successful win-win relationship between a new customer and your brand.

eCommerce Personalization Examples  

Amazon, Netflix, or Sephora are the first brands to pop into our minds when discussing eCommerce personalization examples. 

However, we’ve all seen and read about them. So, let’s look at three exciting and not-so-obvious personalization examples.

  • Stitch Fix

This online clothing subscription service offers customers a personalized shopping experience by curating clothing item recommendations. 

Stitch Fix uses data about the customer’s body type, style preferences, and budget to serve relevant recommendations without forcing the customer to input this information repeatedly. 

Moreover, customers can leave feedback on the recommendations, which helps the company refine recommendations in time.

  • Dollar Shave Club

This company is a subscription-based razor company, offering customers a customized shaving experience. 

Firstly, customers have to fill out a quiz, sharing information about the frequency of shaving, skin sensitivity, and preferred razor blade type. 

Dollar Shave Club then uses this information to suggest a personalized razor and blade plan tailored to the customer’s needs. 

By offering a complete plan instead of a single product, Dollar Shave Club ensures customers will choose them again for repeat purchases instead of moving on to a competitor. 

  • Warby Parker

As an online eyeglasses retailer, Warby Parker knows that deciding on a flattering frame is the primary customer issue. This is precisely why so many people go to a physical location for their eyewear needs. 

However, the company solved this issue by offering a virtual try-on tool to their prospect. 

Screenshot via Warby Parker’s website

This tool uses facial recognition technology to recommend glasses tailored to the customer’s face shape and size. 

Moreover, the company goes further with its home try-on program – eliminating all customers’ fears in a single move.

Wrap-Up

An eCommerce personalization strategy isn’t just about boosting sales, increasing AOVs, and skyrocketing conversion rates. 

It’s about connection – the coin of trade in the world of instant experiences and infinite options. It’s about creating experiences that feel personal, intuitive, and enjoyable.

You want to take the time to understand customers’ needs, then go the extra mile in making the shopping experience easier and more pleasant. 

That drives long-term loyalty and turns customers from uninterested visitors into die-hard fans. 

Personalization in eCommerce is how you build long-lasting relationships.

Good luck!

Frequently Asked Questions about eCommerce Personalisation

What are some examples of personalized marketing in eCommerce?


Personalized eCommerce can mean curated product recommendations, targeted email campaigns, dynamic landing pages, or special promos. Examples of personalized eCommerce include Amazon’s product recommendation engine, Sephora’s personalized beauty recommendations, and Netflix’s personalized content recommendations.

Why personalize eCommerce?

Orchestrating personalized eComm experiences leads to increased customer satisfaction, loyalty, and sales. By tailoring product recommendations, messaging, and promotions to individual customers based on their past behavior and preferences, you can create more relevant and engaging experiences, more likely to rconvert.

What is an example of personalization customization in eCommerce?

A great example ofpersonalization customization is allowing customers to customize or personalize products to their liking.

For example, Nike’s “Nike By You” program allows customers to design and personalize their own sneakers, while websites like Etsy and Redbubble allow customers to create and order personalized merchandise, such as t-shirts or phone cases, featuring their own designs or images.

What is an example of personalization in online retail?

Offering curated product recommendations based on a customer’s browsing or purchase history.

For instance, if a customer has recently purchased a pair of running shoes on a sports retailer’s website, the website may show personalized recommendations for related products, such as running socks or workout gear, on the customer’s next visit.