August 1, 2018 Carly Harper 0 Comments

Data influences more and more of our decisions as independent e-commerce retailers. Looking at data that focuses on customer behavior, it’s clear that today’s customer has different expectations than customers from just a year ago. Being aware of what customers expect can give you an advantage over competitors and help you stay up to date with consumer trends. In this post, we’ll look at some of the most important expectations that the average customer has in 2018.


Today’s online shoppers expect personalization. Not just a “Welcome back, Joe” message when they return to your site, but a personalized experience that’s tailored to who they are as a customer. Check out these stats from the 2016 Accenture Personalization Pulse Check:

  • 65% of consumers are more likely to shop at a retailer that remembers their purchase history
  • 58% are more likely to make a purchase when the retailer makes recommendations based on their purchase history
  • 65% of consumers are more likely to shop at a retailer that sends them relevant and personalized promotions

This presents a challenge to you as a retailer. You’re now tasked with creating personalized experiences across all of your channels. This can seem like a daunting task, but the Boston Consulting Group found that retailers who are able to offer personalized experiences see revenue increases of 6% and 10%.


In addition to personalization, customers expect you to acknowledge their loyalty to your brand. Shippit shares some excellent statistics to support this:

  • 15% of online shoppers feel valued when a retailer remembers their preferred shipping method
  • 68% of millennials utilise up to 7 delivery loyalty programs, with 27% of online shoppers belonging to at least one
  • 86% of shoppers say a VIP loyalty membership would incentivise them to shop more often

Your takeaway from these statistics is that you need to set up a loyalty program for your brand. Customers are willing to pay monthly/annual fees if the loyalty program offers more convenient benefits, so an additional revenue channel can be created as well.

Social Shopping

Social media is no longer just a platform to share your brand’s message. It’s now a sales channel. Companies like Facebook and Twitter consumer a large portion of their users’ time throughout the day. Simply put, wherever your customers are, you need to be. As a retailer, here are some facts to consider when choosing how to sell on social media:

  • Instagram has partnered with multiple e-commerce platforms to allow shoppable Instagram posts.
  • Facebook allows brands to create stores on their business page and sell directly on Facebook.
  • Interest has an established platform where retailers can tag actual products in their posts.

Shopify offers direct integrations for each of the social media channels listed above. If you’re looking to invest your time and effort into growing your social media presence, consider Shopify as your e-commerce solution for adding these sales channels.

Customer expectations change constantly. It’s import to stay up-to-date with what your customers want and expect from you as a retailer. Doing this will allow you to stay ahead of the competition and may present opportunities to turn a one-time purchase into a lifelong advocate for your brand.