5 Types of online shoppers every Ecommerce & D2C brand should watch out for

Types of online shoppers

Customers are king. More so when your business caters directly to end consumers. D2C brands and eCommerce sites will encounter many customers in their journey, and it isn’t easy to please them all.

About 63% of consumers expect companies to understand their needs and expectations. Given the wide variety of vendor options, consumers do not take long to switch their preferred brand after an underwhelming experience.

Failing to understand consumer sentiment and provide a personalized experience creates uncertainty in the consumer’s mind. The result is a loss of potential buyers as cart abandonment rates are about 70%. The information we are about to share will benefit their experience and increase your overall sales.

5 types of online shoppers to be aware of

Strong customer relationships are crucial to developing and scaling a D2C brand. Businesses lose $75 billion annually only because of poor customer experience. Online shoppers are not likely to repeat purchases from a brand after a single bad experience.

D2C brands must tackle different personalities and preferences (based on their niche) to maintain a healthy good customer relationship.

A typical online store encounters five broad categories of shoppers.

1. Discount Seekers

2 Discount Seekers

Everyone loves a good bargain, but discount seekers need a discount to make purchases. These online shoppers prioritize rate drops when compared to your product. They derive happiness from the money they save. 

Attracting this segment of shoppers requires extensive attention to marketing and work on your pricing. Launching discounts and coupon codes will grab the attention of this type of buyer and make them attach to your brand.

2. Experience > Product buyers

3 Experience Product Buyers

For some online buyers, the shopping experience matters more than your product. Therefore, they are ready to pay higher rates for a better experience. These shoppers look for a personalized experience that excites them while the brand caters to their needs.

Converting these buyers requires you to focus on your website experience and post-purchase customer experience. Only then a successful conversion could happen. Improving the UI, website speed, and other CRO measures are the foundations of an enhanced user experience.

3. Impulse Buyers

4 Impulse Buyers

Impulse buyers need attractive products. If they see what they like, they’ll make the purchase. These online shoppers do not dwell on research and price comparison. You get a conversion when they reach your store.

They can be triggered via fun & interesting products and/or new to the market, eye-catching websites, and attractive ads. You can catch their attention by highlighting the best feature of your product.

Once you convert these types of buyers, the upselling and cross-selling opportunities rise as the impulse buyers are highly likely to respond to cross-selling strategies.

4. Window shoppers

5 Window Shopping

Window shoppers are bored. They enjoy browsing, but that’s it. These shoppers might make small purchases occasionally, but they derive their satisfaction mainly from window shopping. 

Your products and user experience have minimal influence on their behavior. They will be filtered out as unqualified traffic by campaigns.

However, providing a simple interface and smooth checkout system might incentivize them to purchase more often. The convenience of the procedure gels well with their browsing, moving them toward a purchase. This type of shopper won’t require an exceptional shopping experience or personalization.

5. Tactical buyers

6 Tactical buyers

Tactical buyers purchase only when they really need the product and not just to browse. They have done their research. Their decision is quick, simple, and straightforward. These buyers scout the market and check for competitive prices before making their purchase decision.

Tactical buyers understand the product and give higher importance to the product than the experience. Preparing personalized marketing frameworks and advertisements for this segment reels more buyers with a higher conversion rate.


Regardless of the industry, every niche would have some of these types of shoppers. It varies based on the industry. Analyzing the types of shoppers your niche has and acting accordingly can reduce unnecessary bulk expenses spend on ads.

If you think it’s hard to get the grip, we’re just here to do the needful.

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