A Complete Guide to E-Commerce Personalisation


Over the past decade, E-Commerce has transformed how we shop for the things we need and want. It allows us to buy items at any time of day or night, from anywhere. It’s made shopping more convenient than ever before. But what if there was another way to improve your online shopping experience? 

What if you could get even more out of E-Commerce than just convenience? That’s where personalisation comes in! Personalisation is the use of data about your behaviour and preferences to create content that’s relevant to you as an individual customer.

What is E-Commerce Personalisation?

Personalisation is the process of tailoring a product or service to meet individual customer needs. This is done in order to improve the overall experience and make it more relevant for each person.

Personalisation has both direct and indirect benefits for e-commerce businesses:

  • Direct Benefits: Personalisation can help increase conversion rates, decrease abandonment rates, increase average purchase value and sales volumes by creating an individualised experience that is tailored to each visitor’s preferences, needs and behaviour patterns.
  • Indirect Benefits: Personalisation also enables you to build trust with your customers through consistent experiences across all channels (website, email campaigns etc.) allowing them to feel confident about their purchases from your brand.

 Benefits of E-Commerce Personalisation

E-commerce personalisation is a marketing strategy that enables e-tailers to provide each customer with a unique experience and offer them products, promotions and offers tailored to their needs.

It’s not just about managing the user journey for your customers, but also about providing them with an engaging online experience based on their individual preferences. It enables you to create positive associations with your brand, build brand affinity and ultimately increase sales conversion rates. 

In this article we look at what e-commerce personalisation entails and how it can benefit your business.

Designing Personalised Experiences In E-Commerce

One important thing to keep in mind is that personalisation should be at the core of your e-commerce strategy, not just an afterthought. Personalisation can be done at different stages of the customer journey, from before they land on your site (pre-purchase) to when they are browsing it itself (post-purchase). 

It’s also not just about the customer journey; it’s also about the product journey. For example, if you know that a specific product will sell well with younger women between 18 and 25 years old who live in London and work as marketing professionals, then you could offer them special promotions or discounts based on those characteristics.

The role of AI in E-Commerce personalisation

The role of AI in E-Commerce personalisation.

AI is being used to personalise the customer experience. The most common use cases for AI are chatbots and voice assistants, such as Amazon’s Alexa or Google Assistant. These technologies enable companies to automate certain business processes and services, which frees up their employees’ time for other tasks that require human intelligence. 

However, there has been a general lack of trust among consumers regarding the accuracy of these tools’ responses. Consumers have been concerned about whether they will get accurate answers or not when using these tools, especially when they ask questions about products or services that may be sensitive or confidential (e.g. medical records).


How to Get Started

  • Start with a plan.
  • Identify the problem.
  • Set a goal and deadline for your project, and make sure you stick to it!
  • Get started! You’ll have time to celebrate later; now is the time to get into action mode.
  • Review your progress and celebrate your success, but don’t stop there—keep going until you reach the ultimate goal: total conversion rate optimisation success!

How E-Commerce personalisation completes the customer experience

Personalised experiences are becoming more and more popular in e-commerce. This is because customers are looking for more personalised experiences, and they want to be able to see exactly what they’re getting before making a purchase.

Personalised experiences increase customer satisfaction, which increases customer loyalty, which also increases sales. If you can improve the experience of purchasing from your e-commerce store, customers will be happier with the way things are going on your site and will want to come back again in future – so it pays off!


Personalisation is an essential part of any successful e-commerce business, and it’s vital to get this right if you want to keep customers happy and coming back for more. There are many different aspects of personalisation that an e-commerce site can employ, but the key thing is to focus on what works best for your business. 

Decide on a strategy that makes sense for your customers, your brand and how much time/money/effort you’re willing to put into implementing the changes needed before deciding whether or not they want them involved in creating these sorts of experiences with us.

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