Types of Ecommerce Shoppers & How to Win Them Over

You’ve done everything right - built an engaging Shopify store, stocked it with some amazing products, and even managed to attract visitors. But when it comes to making actual Shopify sales, something isn’t working. Visitors come, they browse, maybe even add something to their cart… and then? They disappear. 

Frustrating, right?

This is because not every shopper clicks on “Buy now” for the same reason. While some are impulsive shoppers who will not think twice before making a purchase, others will open 20 tabs to compare every little detail. 

Tailoring strategies on the types of shoppers making a purchase is one secret ingredient many Shopify merchants fail to implement. 

According to a study by Baymard Institute, the average cart abandonment rate in ecommerce hovers around 69.99%. That means nearly 7 out of 10 shoppers walk away before completing their purchase. But here’s the good news: when you tailor your approach to different shopper personas, you can significantly lower that number.

So, who exactly are these shoppers, and how do you turn them into loyal customers? Let’s understand the psychology of online buyers and the winning strategies to convert each type.

Types of Ecommerce Shoppers & How to Win Their Hearts (and Wallets!)

Every ecommerce store has visitors, but not all visitors are created equal. Some are ready to buy the moment they land on your site, while others need a little nudging. Some are loyal customers who keep coming back, while others are just looking for the best deal.

After working with dozens of ecommerce businesses in the U.S., we’ve seen patterns emerge—clear shopper personas that define who buys, why they buy, and what makes them hesitate. 

If you know how to appeal to each type, you can turn casual browsers into lifelong customers.

Let’s break it down.

#1 The Impulse Buyer

Main characteristics:

1. Makes quick decisions
2. Often buys based on emotions
3. Loves urgency-driven deals
4. Frequently shops via mobile

How to win them over:

Impulse buyers are all about instant gratification. If something catches their eye and they feel like they need it, they’ll buy it—no second thoughts.

1.1 Make Buying a No-Brainer

One-click checkout (Amazon has mastered this for a reason)

Buy Now, Pay Later (BNPL) options like Klarna or Afterpay

Limited-time offers that trigger FOMO (Fear of Missing Out)

Urgency-driven pop-ups: “Only 2 left in stock!” or “Flash sale ends in 30 minutes!”

1.2 Use Visuals That Trigger Emotion

Impulsive buyers are not analyzing that particular specs - they are responding to how that product is making them feel. Your product images and videos should tap into that emotion.

1.3 Leverage Social Proof

A powerful way to get them over the finish line? Real-time social proof. Tools like FOMO or ProveSource show live notifications: “Mike from California just bought this 5 minutes ago!” That little nudge can be the final push an impulse buyer needs.

Also read: How Businesses can reduce TCO in 2025. 

#2 The Researcher (The Analytical Shopper)

Main characteristics:

1. Pays attention to every little detail
2. Compares multiple brands
3. Gives priority to credibility (reviews, certifications, return policies)
4. Can take days or weeks to decide

How to win them over:

The researcher isn’t someone you can rush. They need facts, trust signals, and a sense that they’re making the right decision.

2.1 Provide Deep, Trust-Building Content

• Offer detailed content on the usage (not just specs - talk about real-life benefits).
• Add customer reviews with pictures/videos
• FAQs addressing common objections
• Comparison charts: Show how your product stacks up against competitors

2.2 Offer a Risk-Free Guarantee

If a researcher is hesitating, it’s often because they’re afraid of making the wrong choice. Ease their mind with free returns, money-back guarantees, and a trial period (where applicable).

2.3 Retargeting Works Wonders

Researchers will visit your site, leave, and come back later. Make sure they don’t forget you. Use Facebook and Google retargeting ads to stay on their radar - “Still thinking about [Product Name]? Here’s 10% off to help you decide!”

#3 The Bargain Hunter

Main characteristics:

1. Always out looking for the best deals
2. Uses coupon sites like Honey
3. Waits for seasonal Shopify sales (Black Friday, Cyber Monday)
4. Will abandon cart if no discount is available

How to win them over:

Bargain hunters don’t buy unless they feel like they’re getting maximum value for their money.

3.1 Tiered Discounting Works Well

Instead of offering a flat discount, try a tiered offer - “Buy 2, Get 10% Off” or “Spend $100, Get 20% Off.”

3.2 Exclusive Member-Only Deals
Turn one-time bargain hunters into repeat customers with an exclusive VIP membership - “Join our VIP Club for special discounts & early access to sales!”

3.3 Use Exit-Intent Popups
If a bargain hunter tries to leave your site without buying, trigger a last-minute discount popup - “Wait! Here’s 15% off—just for you!”

3.4 Don’t Train Customers to Expect Discounts
If you discount too often, you’ll create a customer base that never buys at full price. Instead, use discounts strategically:
-  Only for first-time customers
- As a loyalty reward
- During specific sales events

Also read: The AI Ecommerce tools you can’t miss in 2025. 

#4 The Loyal Customer (Your Golden Goose)

Main characteristics:

1. Repeats purchases regularly
2. Refers friends & family
3. Engages with your emails/social media
4. Loves feeling valued

How to win them over:

Your best customers aren’t the ones who buy once—they’re the ones who keep coming back.

4.1 Reward Loyalty Generously

A well-structured loyalty program can turn a casual buyer into a lifelong fan. Examples:

• Starbucks’ Stars program (buy more, earn free rewards)
• Sephora’s Beauty Insider (exclusive discounts + early product access)

4.2 Personalized Offers & VIP Treatment

Your loyal customers should feel special: Examples include:

•  “Hey [Name], you’re one of our top customers—enjoy 20% off this weekend!”
• “As a VIP, you get early access to our new collection.”

4.3 Leverage Referral Marketing
Turn loyal customers into brand ambassadors. Examples include - “Refer a friend & both of you get $10 off!” Loyal customers can generate 5x more revenue over their lifetime than new customers. Treat them like royalty!

#5 The Window Shopper (Just Browsing)

Main characteristics:

1. Visits your store but rarely buys
2. Adds to cart but doesn’t complete checkout
3. Often influenced by mood or trends

How to win them over:

A window shopper isn’t ready to buy yet, but with the right nudge, you can change that.

5.1 Save Their Email & Stay in Touch

Offer something valuable in exchange for their email:

• A 10% off welcome discount
• A free guide related to your niche
• A “back in stock” notification for their favorite items

5.2 Create an Engaging Social Media Presence

Some window shoppers need time to warm up to your brand. Make sure they’re seeing your content regularly:

• Show behind-the-scenes videos on Instagram Stories
• Post user-generated content (real customers using your products)

5.3 Retargeting Ads & Personalized Emails

Did they add something to their cart but not check out? Send a friendly reminder -  “Still thinking about [Product]? Here’s a little something to help: 10% off if you complete your order today!”

#6 The Last-Minute Shopper

Main characteristics:

1. Buys gifts close to deadlines (holidays, birthdays)
2. Prefers fast shipping options
3. Often pays extra for express delivery

How to win them over:

Speed is everything for these buyers.

6.1 Highlight Fast Shipping Options

• “Order by 2 PM for same-day shipping!”
• “Need it fast? Overnight delivery available!”

6.2 Create Gift Guides
Make shopping easier with curated lists:

• “Best Valentine’s Day Gifts Under $50”
• “Top Tech Gadgets for Dad

Frequently Asked Questions

How do I identify what type of shopper is visiting my ecommerce store?
Use analytics tools like Google Analytics and Hotjar to track browsing behavior, cart abandonment rates, and time spent on pages. Segment email lists and run A/B tests to see which offers and strategies appeal to different customer types.

Should I focus on one type of shopper or cater to all?
Your store should cater to all major shopper types but prioritize the ones that drive the most revenue. Use personalization—dynamic content, tailored emails, and retargeting ads—to deliver the right message to each group.

How can I convert window shoppers into buyers without being pushy?
Provide value upfront—exclusive content, personalized recommendations, or limited-time offers. Capture their email with engaging lead magnets and stay in touch with non-salesy content until they’re ready to purchase.

What’s the best way to win over bargain hunters without hurting profits?
Use strategic discounting: offer tiered pricing, loyalty rewards, and bundle deals instead of flat discounts. Also, highlight product quality, social proof, and value-added perks (like free shipping) to justify the price.

How do I retain loyal customers and keep them engaged?
Make them feel valued—personalized offers, early product access, and VIP perks. Introduce a loyalty program with meaningful rewards and encourage referrals by offering both the referrer and their friend a discount.

To Wrap Up 

Your customers aren’t all the same. Some need urgency, some need reassurance, and some just need the best deal. If you can recognize these different types and tailor your approach, you’ll increase conversions, build stronger customer relationships, and ultimately drive higher revenue.

Now, take a look at your store—are you really catering to all these types of shoppers? If not, it’s time to start. 

Author

CrawlApps

At CrawlApps, we don’t just build Shopify stores—we create experiences that sell. We’re a bunch of problem-solvers who love turning ideas into stores that actually converts. Whether it’s fixing what’s broken or building something from scratch, we make sure every detail works in your favor. No fluff, no jargon—just real solutions that help your business grow. If you’re serious about Shopify, you’ll feel right at home with us.