How to Get Customers to Shop Online
Boosting E-Commerce with Personalization: What You Need to Know
As the global e-commerce market evolves and competition grows fiercer by the day, brands are constantly on the lookout for new ways to connect with their customers. The secret sauce? It’s all about the customer experience.
It might surprise you, but even giants like eBay and Amazon are stepping up their game by creating personalized shopping experiences. With global e-commerce growth expected to slow down—from 9% in 2024 to potentially just 7.4% by 2027—consumers are returning to physical stores, partly due to the fatigue of browsing through endless grids of products. Plus, when faced with too many choices, decision-making can become overwhelming. That’s where personalization comes in.
Shoppers today crave experiences similar to what they enjoy on social media—tailored, relevant, and engaging. For instance, eBay is using AI to power features like "Shop the Look," which boosts customer engagement and sales. Meanwhile, Amazon is tapping into the influencer trend to create more personalized shopping experiences.
But what if you don’t have the budget for high-tech solutions? Don’t worry! Brands like Vici are making smart use of the data they already have. By employing tools like Mastercard’s Dynamic Yield, they’re enhancing product recommendations and making simple tweaks—like ensuring the search bar is more visible—to significantly boost conversions.
One approach that’s really making a difference is contextualizing products in real-life scenarios, which is key to boosting online sales. Brands like Morjas have seen a 12% increase in conversions simply by introducing lifestyle content that helps customers visualize how products fit into their lives. Another strategy that works exceptionally well is introducing customer reviews. This allows current customers to share their experiences with the product, which can be incredibly persuasive for new customers who are on the fence. By letting customers speak for the product, you create a more authentic and trustworthy shopping experience. It’s a small change, but it makes a big impact.
Spotlight on Latin American Fashion Brands: Innovating Customer Experience
Latin American fashion brands are making waves by blending traditional craftsmanship with modern e-commerce strategies. They’re focusing on personalization and rich storytelling to deeply connect with customers. Here’s how some of these brands are leading the way:
Carla Fernández (Mexico):
Carla Fernández is more than just a fashion brand; it’s a celebration of Mexico’s indigenous textile traditions. What makes Carla Fernández stand out is its commitment to personalization through storytelling. Each piece is a narrative, connecting customers with the rich heritage of Mexican craftsmanship.
Personalized Craftsmanship: Customers can engage directly with the artisans who create their garments, adding a deeply personal touch to their shopping experience. The brand’s website and stores offer detailed stories about each garment's origin, helping customers choose pieces that resonate with their values and aesthetics.
Bespoke Offerings: Carla Fernández also offers bespoke services, allowing clients to collaborate with artisans to create custom-made garments. This level of personalization ensures that every purchase is not just unique, but also perfectly tailored to individual tastes and measurements.
Johanna Ortiz (Colombia)
Known for her luxurious, feminine designs, Johanna Ortiz has mastered the art of blending personalization with immersive experiences.
Tailored Experiences: Johanna Ortiz offers exclusive previews and private shopping events for her most loyal customers. These events are often set in breathtaking locations like tropical gardens or elegant colonial houses, creating a shopping experience that’s as unique as the brand itself.
Customized Collections: The brand allows customers to personalize their orders, whether it’s modifying an existing design or creating something entirely new. This service is perfect for those looking for exclusivity and a personal touch in their fashion choices.
Lifestyle Integration: Johanna Ortiz frequently collaborates with luxury resorts and travel destinations to create collections that reflect the spirit of these locations. This approach not only personalizes the shopping experience but also strengthens the emotional connection between the brand and its customers.
Gilda Ambrosio (The Attico - Italy/Global Influence)
Although The Attico is based in Italy, Gilda Ambrosio’s influence extends far beyond, inspiring fashion brands globally, including in Latin America.
Community-Centric Personalization: The Attico builds a strong community around the brand, with Gilda Ambrosio and her co-founder often interacting directly with customers on social media. This creates a sense of belonging, making customers feel like they’re part of an exclusive club.
Dynamic Product Offerings: The brand frequently releases limited-edition capsules, often with little notice, creating a sense of urgency and exclusivity. Customers who follow the brand closely get early access, adding a personalized touch to their shopping experience.
Interactive Shopping: The Attico has experimented with virtual reality (VR) and augmented reality (AR) to help customers virtually try on clothes or see how items fit into their existing wardrobes. This use of technology personalizes the shopping experience by making it more interactive and informed, without the need to visit a physical store.
Carla Fernández, Johanna Ortiz, and Gilda Ambrosio are perfect examples of how fashion brands are taking personalization to the next level. By blending cultural heritage, luxury, and innovative technology, these brands aren’t just selling products—they’re offering unique, immersive experiences. Whether it’s through bespoke services, exclusive events, or cutting-edge digital tools, they’re setting a new standard for connecting with customers on a deeper, more personal level.