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6 E-commerce Personalization Techniques You Need To Start Applying Today

A mini cart with a yellow background

During the pandemic, online shopping boomed like crazy. Everybody was doing it.

And because of that, more and more people decided to start their own online stores. While this is convenient for us consumers (because everything is available online), it has become very competitive for marketers.

I mean, try searching for something basic like 'blue pants' and you'll see what I mean. There are hundreds of choices. So, if you're trying to sell blue pants, how do you make yours stand out?

One way to do this is by personalization. Yes, you can personalize one’s experience in an e-commerce store! It wouldn’t be as fantastic as the experience people would get in-store, but it can get pretty close thanks to modern technology.

People love feeling like they're getting special treatment, and if you get it right, you might just keep them coming back for more.

For example, think about when you walk into a store, and the person working there says, "Hey, welcome back, Sarah!" Then they show you the new stuff that matches what you've bought before. It feels nice, right? That’s what I’m talking about here!

You need to do something similar online. Good news is that you can make your customers feel special right from their screens. So, let's talk about six easy ways to do that!

Display Recently Viewed Items

When people are browsing online shops, sometimes they don't buy something right away. They might want to think about it or check out other options. But then it's easy to forget what they were looking at.

So, it's useful to have a feature that shows them the things they've recently looked at. This can remind them about stuff they were interested in. Plus, it can suggest similar items or give them a nudge to go ahead and buy.

Adding a message like "Continue where you left off" can also encourage users to make the purchase.

Recently viewed items on Sephora app

So over here, you can see my recently viewed items. It was really helpful for me because I didn't have to scramble to find what I was looking at earlier. 

Sometimes, I tend to forget what the product is called, so this feature was a huge help when I decided to finally make a purchase.

Set Up Alerts for Active Users On Your Website

Set up alerts for users who are currently on your website. When people are browsing your site, it's a perfect opportunity to engage them further. You can create triggers based on their actions in real time.

For example, you could show a friendly message like "Before you leave" or offer them a special deal that's only available for a short time. It's like having someone help you out at a store right when you're thinking about buying something.

However, it's important not to go overboard with this approach. Too many alerts can annoy visitors, possibly driving them away from your site for good.

Coupon notification from Shein

Here, I was just about to finish my purchase when I remembered I forgot to add something to my cart. I had to exit and go back to add it.

But right before I left, I got this notification reminding me of the 25% discount I was missing out on if I decided not to go through with my purchase.

The "Are you sure you want to leave?" message really made me stop and think twice!

Create Your Personal Shopping Assistant

Okay, so you know how in stores, you can get someone to help you pick out the items of your size and preference? Well, online shops can do something similar! Told you, technologies have advanced.

Here's how it works: When users visit your website, they get asked a few questions, kind of like a quiz. These questions could be about their clothing size, what kind of styles they like, and how much they're willing to spend.

Once they answer these questions, your website uses that info to suggest items just for them. So, if they're into a certain style or need a specific size, it'll show you things that match. Plus, you can even go the extra length to send them emails with new products that fit their preferences.

This could be even better than shopping in a physical store. You know how sometimes when a store is really busy, the workers are already helping lots of other people, so you're left to figure things out by yourself? Well, with online shopping, this personal assistance is there for every single customer, no matter what!

PRO TIP: The key here is to keep the quizzes fun and short! If they're too long and time-consuming, users might leave your site without even having a chance to browse. 

Use Location-Based Customization

Imagine you're shopping online and everything's in a foreign currency or size that you're not familiar with. It's frustrating, right? Well, you can avoid that hassle by using location-based customization.

Here's how it works: When users visit a website, it detects where they are and changes things like currency and sizes to match their location. So, if you're in the US, you'll see prices in dollars and sizes that Americans use. But if you're in the UK, it'll switch to pounds and British sizes automatically.

No more confusion or hassle—just a smoother shopping experience!

Retarget Recent Visitors

The actions people take on your website, like clicking through pages or checking out products, can tell you a lot. Retargeting is about using that information to connect with them again in a smarter way.

Here's how it works: You create ads that show up on platforms like social media or Google, but you only show them to people who have recently visited your site. This way, you're not just randomly advertising to anyone—you're reaching out to those who have already shown an interest in what you offer.

Why is this important? Well, imagine you're browsing online for a new pair of shoes. You visit a website and look at some options, but then get distracted and leave.

Later, when you're scrolling through your social media feed, you see an ad for those shoes you were checking out. Basically to remind you that those shoes are still out there, waiting for you to return and buy them.

Ideally, you want to target people who have visited your site within the past one to two weeks. That's because their memory of your brand and products is still relatively fresh. When you retarget them with these ads, you're reinforcing your brand presence and increasing the chances of them making a purchase.

Flower bouquets from Bloomthis

Here's an example of an ad I saw on my Instagram feed. Earlier today, I was browsing their website for flower bouquets for my mom's upcoming birthday.

I didn't end up buying anything, and I totally forgot about it until I saw this ad! It reminded me to go back and finish my purchase.

Make Your Emails Feel Personal

Even though email might seem old-fashioned, it's still a great way to reach your customers. And you can make it even better by personalizing it.

For instance, instead of just a generic subject line, try using the person's name. It's a small thing, but it can make them more likely to actually open your email.

You can also send special deals on important days, like their birthday. Who doesn't love a birthday treat? Plus, if you include a discount or voucher, they'll probably be even more excited to open your email and check it out.

Email from Zalora

Check out this email I got—it mentions that items on my wishlist are now on sale. I wouldn't have known about the sale if I hadn't received this email. Plus, notice how my name is on the subject title? It worked great to get my attention!

Final Words

Imagine if your online store just "gets" your customers. It knows what they like and what they want, and shares it with them right away. That's what personalization does for online shopping. 

Instead of boring offers, businesses can give out deals that fit each person perfectly. Product suggestions feel less random and more aligned with their preferences. With all that personal touch, customers stick around longer. 

And the best part? They're not just browsing—they're enjoying the whole experience!


Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.


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