You probably don’t need a quiz to tell you what kind of shopper you are. We all have our thing… maybe you’re that person who stalks flash sales like it’s a sport, or maybe you’re hitting “add to cart” before you even finish reading the description.
(i’m the informed buyer and I NEED TO KNOW IT AAAAALLLLLL)
When it comes to e-commerce, understanding different types of shoppers and HOW they buy is a key differentiator.
Speak to their habits and they’ll be clicking “buy” like it’s second nature.
But miss the mark? And you’re just another forgotten tab in their browser.
It’s never one-size-fits-all. Every shopper brings their own style—some are reading every review, while others can’t resist a flash sale. Knowing your buyers and speaking their language? That’s how you turn clicks into customers.
In this post, we’ll break down the types of e-commerce shoppers, how to win them over, and how to figure out who’s visiting your store.
The Deal-Hunter
This shopper type’s motto? “Why pay full price when I could wait for a discount and feel like a winner?” They’re the ones with 10 coupon sites bookmarked, and they’ll only pull the trigger when they’ve applied all the discounts. Black Friday? That’s their Super Bowl.
How to Win Them Over:
- Time-Limited Offers: They thrive on urgency. Flash sales or “Only 24 hours left!” are their bread and butter.
- Coupons Everywhere: Make sure they can stack those discounts. Offer promo codes and let them feel like they’ve hacked your store.
- Tiered Discounts: The more they spend, the more they save. “Spend $100, get 20% off” is a deal-hunter’s dream.
- Free Shipping Thresholds: Nothing seals the deal like free shipping after hitting a certain spend. They’ll fill their cart just to avoid that shipping fee.
The Starter Kit Enthusiast
This is the person who’s probably thinking, “I don’t want to figure this out. Just give me everything in one neat little package.” They love the idea of getting a bunch of things in one go, even if they won’t use half of it. A subscription box with 12 shades of lipstick? Sure, they only wear two, but it’s about the options, okay?
How to Win Them Over:
- Bundle It Up: Offer perfectly curated starter kits where they get everything they need in one click. Starter kits make them feel like they’re winning at life.
- Subscription Boxes: They love the idea of a never-ending stream of goodies. Monthly deliveries? Yes, please!
- Add-Ons: Give them irresistible options to “complete” their set. A matching item for just a few extra bucks? Throw it in the cart.
- Tutorials or Guides: They’ll appreciate a how-to guide that shows them exactly how to use the starter kit. Make it easy for them, and they’ll keep coming back for more.
The Informed Researcher
Meet the shopper who has read every. single. review. This is the person who will dig through Reddit threads from 2012 just to make sure that this product is the one. By the time they hit ‘Buy Now,’ they could probably write a thesis on your product.
How to Win Them Over:
- Detailed Product Descriptions: Give them all the facts—specs, materials, features, benefits. They want to know every detail before clicking “Buy.”
- User Reviews: They don’t trust you—they trust other customers. Make sure your reviews section is loaded, and bonus points for pictures.
- Comparison Charts: Help them feel like they’re making the most informed decision by showing how your product stacks up against competitors.
- FAQs & Videos: Leave no question unanswered. If they have to leave your site to find answers, they might never come back.
The Impulse Buyer
“Oops, did I just buy that?” Yup, that’s this type of shopper. They probably didn’t need the third pair of sneakers, but hey, it was on sale for 5 minutes, and now they own it. Don’t question it. They’ll explain it later (or just quietly hide the package from their spouse).
How to Win Them Over:
- Low-Stock Alerts: “Only 2 left in stock!” is like music to their ears. Create urgency, and they’ll pull the trigger before they can think twice.
- Flash Sales: Time-sensitive deals? Absolutely. Give them a countdown timer, and they’ll hit buy just for the thrill of it.
- Upsells and Cross-Sells: At checkout, offer a matching product or a “Buy 2, get 1 free” deal. They’ll toss it in without blinking.
- Easy Checkout: The fewer clicks, the better. Get them from cart to confirmation in the shortest time possible.
The Brand Loyalist
This is the customer who will die on the hill for your brand. They’re out there defending you in the comment sections like, “I don’t care if they’ve raised the prices, I’ve been here since Day 1!” They have a closet full of your products, probably know your brand story better than you do, and are basically unofficial employees.
How to Win Them Over:
- Loyalty Programs: Offer points for every purchase, early access to new products, and exclusive rewards. They’re already obsessed—reward their devotion.
- VIP Perks: They love feeling like an insider. Give them early access to new products or special sales just for them.
- Personalized Experiences: Remember their name, send them personalized recommendations, and toss in a handwritten note with their order. They’ll be over the moon.
- Referral Programs: Encourage them to recruit their friends and reward them with credits or discounts. They’ll gladly spread the gospel of your brand.
The Ethical Shopper
“Wait, but where’s it made?” says the Ethical Shopper, probably wearing recycled shoes, sipping fair-trade coffee, and composting their lunch scraps. They’ve got receipts on where your cotton is sourced, and if your carbon footprint doesn’t check out, they’ll walk faster than a Prius on a downhill slope.
How to Win Them Over:
- Transparency: They want to know where your products come from and how they’re made. Highlight your eco-friendly materials, ethical sourcing, and give them a behind-the-scenes look.
- Sustainability Badges: Certifications like Fair Trade, Organic, or Carbon-Neutral? Display them prominently—they’ll appreciate it.
- Give-Back Initiatives: Show them how their purchase is making a difference, whether it’s planting trees or donating a portion of profits to charity. The more good they can do through their purchase, the better.
- Recyclable Packaging: If your packaging isn’t eco-friendly, expect a side-eye. Sustainable packaging will earn their respect (and their money).
The Social Shopper
If it’s trending, this shopper wants it—like, yesterday. They’ve got all the influencers bookmarked, and their purchase decisions are based on what’s popping on TikTok this week. One viral video, and suddenly their cart is full of skincare tools they didn’t know existed five minutes ago.
How to Win Them Over:
- Influencer Partnerships: If they see their favorite influencer using your product, they’re sold. Partner up with trendsetters who align with your brand.
- User-Generated Content: Showcase real customers using your product. If they see it in action on Instagram or TikTok, they’ll feel the FOMO and buy.
- Shoppable Social Media: Make it as easy as possible to purchase directly from your social media platforms—Instagram Shopping, anyone?
- Social Proof: They need to see that everyone else loves your product before they commit. Feature reviews, testimonials, and shout-outs across your social channels.
The Last-Minute Shopper
This shopper’s life philosophy is, “Why do today what I can panic about tomorrow?” They’re the ones ordering Christmas gifts on December 23rd and praying for overnight shipping. They don’t need the best price—they just need it now. If your product arrives in time, they’ll probably name their firstborn after your brand.
How to Win Them Over:
- Expedited Shipping: They need it now. Offer fast (and clear) shipping options, and they’ll happily pay extra to get it ASAP.
- Holiday Gift Guides: Curate collections that make gifting easy. They don’t want to think—they just want a solution, and quickly.
- Email Reminders: Send them last-minute reminders about holiday deadlines or upcoming events. They’ll appreciate the nudge.
- Clear Delivery Times: Be upfront about when they’ll get their purchase. They’re in panic mode and need reassurance it’ll arrive in time.
How to Identify What Shopper Types You Have
Now that you’ve got a handle on the different types of shoppers, the question is: how do you figure out who’s frequenting your store? It’s all about gathering the right data and paying attention to how your customers interact with your brand.
- Analyze Website Data (Behavioral Insights) Your website analytics can tell you a lot about who’s visiting, how they’re interacting, and what’s making them convert. Are they abandoning their cart during sales? Likely deal-hunters. Are they spending forever on your product pages? You’ve probably got some Informed Researchers on your hands.
- Customer Surveys and Feedback Sometimes, the best way to figure out what’s driving your shoppers is to ask them. Quick surveys or post-purchase feedback can give you insights into why they made their purchase.
- Track Social Media Engagement If your customers are always engaging with influencer posts or tagging you in their stories, you’re attracting Social Shoppers. If they’re sharing your sustainability initiatives, Ethical Shoppers are in your corner.
- Segment Email Campaign Performance Send out targeted emails and track which ones perform best. Do flash sales and discount codes get the most clicks? You’re catering to Deal-Hunters. Product launches and VIP offers? Those are Brand Loyalists in action.
- Purchase History & Frequency Look at purchase patterns. Are they buying bundles or just one-off items? Do they return for subscription services? Tracking their buying habits can reveal a lot about what type of shopper they are.
Looking for more ways to win over your buyers? Check out Best Bud -- your free product page optimization guide to take your customers from "bye" to "buy!"
