Personalization is a recent eCommerce trend.
Overall, online shopping companies are trying to communicate different messages to different audience. One example is new visitors vs. existing customers.
Have you ever went to a website and received an email pop up with a percentage off if you sign up for their email list? This promotion is for new visitors - not everyone will always see something like this.
A recent eCommerce article describes personalization as the "means each of your visitor segments get different messages — and not just on your website. In-depth personalization should be carried out on your website and through your ads, emails, landing pages and offer."
Other examples are the way companies display seasonal products, popular items and best-sellers on your homepage and product pages.
Receiving a different online experience is the way of the future. Artificial intelligence and algorithms will help collect more data driven decisions in eCommerce.
https://en.shopware.com/news/10-ecommerce-personalization-trends-tips-for-2018/
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