The data from this post is from a consumer research study that we performed From September to November 2024. We partnered with Digital Velocity and Audience Audit to prepare the research and gather the data with a margin of error of +/- 2.3 at a 95% confidence interval. We will be publishing the full research later this year.
Have you ever wondered why some shoppers abandon their carts without a second thought? Other shoppers rave about their purchase and come back for more, though. What’s the difference between these groups? Understanding the why is the key to turning casual visitors into loyal customers. But here’s the thing—shoppers aren’t all the same.
Our research uncovered three distinct types of eCommerce buyers, each with their own concerns, motivations, and behaviors:
- Skeptical Shoppers (35%) – They’re cautious, hesitant, and always on the lookout for red flags.
- Uncomfortable Shoppers (33%) – They want to buy but feel overwhelmed or unsure about the process.
- Appreciative Shoppers (32%) – They value a great experience and reward brands with loyalty.
The brands that take the time to understand these three shopper types—and tailor marketing efforts to these groups, user experience, and customer service accordingly—are the ones that turn browsers into buyers. Let’s break down each group and explore how to win them over!
Who Are the Three Types of eCommerce Shoppers?
So, we talked about each type of shopper above, and it’s pretty clear that not all online shoppers are created equal. One group approaches online shopping with skepticism, some feel out of their comfort zone, and others thrive on discovering new brands. Let’s talk about these groups a bit more in-depth.
1. Skeptical Shoppers (35%)
These shoppers don’t trust easily and can be skittish. They’ve seen too many misleading ads, read one too many fake reviews, and heard enough horror stories about data breaches to make them wary of online shopping. So, the moment something feels off to them (whether it’s an exaggerated product claim or an unexpected charge at checkout), they’re gone. And worse? If they have a bad experience, they’re likely to spread the word to everyone they know.
- What they’re thinking: Can I really trust this brand, or am I about to get scammed?
- Biggest turn-offs: Overly aggressive ads, questionable reviews, and anything that feels like a bait-and-switch.
- Quote from our study: “It’s hard to trust other consumers’ reviews of products they’re interested in buying online.”
2. Uncomfortable Shoppers (33%)
This group is made up of shoppers who wish they could just walk into a brick and mortar store instead. They will buy products online if they have to, but the experience often feels overwhelming for them. Too many options? Frustrating. Complicated product descriptions? Suspicious. On top of that, they often find it harder to stick to a budget when shopping online, and they really don’t love the flood of marketing emails that come after a purchase.
- What they’re thinking: This would be so much easier in person.
- Biggest turn-offs: Information overload, confusing pricing, and excessive post-purchase marketing.
- Quote from our study: “…Brands that sell online spend more time persuading customers to buy from them than providing high-quality products.”
3. Appreciative Shoppers (32%)
These are your dream customers! They really enjoy shopping online, get excited about discovering new brands, and don’t mind a little marketing as long as it’s relevant. They’re the ones who leave you positive reviews, share their purchases on social media, and recommend brands to their friends. They’ll keep coming back as long as they have a smooth and enjoyable shopping experience.
- What they’re thinking: I love finding new brands with great products!
- Biggest turn-ons: A seamless shopping experience, engaging content, and high-quality products.
- Quote from our study: “If they have a positive experience buying a product online, they will tell people they know about it.”
Now that we have a better idea of who these shoppers are, the next step is figuring out how to win them over.
How to Market to and Convert Each Shopper Type
So, now it’s time to consider how we should approach each type of shopper. The approaches all need to be a bit different in order to be successful. Here are a few ideas for each type:
Winning Over Skeptical Shoppers
It’s probably not a secret that skeptical shoppers can be some of the hardest to win over. They assume brands are exaggerating, reviews might be fake, and hidden fees lurking at checkout. If you want their trust (and their purchase), you’ll need to prove you’re the real deal. Here’s how:
You Need to Build Trust Through Transparency
- Give them all the details—clear product descriptions, real customer photos, and honest shipping timelines.
- Be upfront about return policies and customer service options. No surprises.
Your Social Proof and Reputation Matter
- Highlight verified reviews, but don’t just show perfect five-star ratings. A mix of feedback looks more authentic.
- Display trust badges from recognized organizations like the BBB, Norton, or PayPal to reassure them.
Avoid Over-Personalization and Aggressive Retargeting
- Nobody likes feeling watched. So, limit retargeting ads so they don’t feel stalked.
- Offer privacy settings that let them control what data is collected and how they are contacted.
Provide Them with Human Customer Service
- When they have a problem, they want a person to help, not a chatbot with scripted responses.
- Make returns easy. If they feel trapped in a purchase, they won’t come back.
Approach these shoppers with caution, and you’re much more likely to get their loyalty.
Converting Uncomfortable Shoppers
So, what about the uncomfortable shoppers? They understand how to buy products online, but the experience stresses them out. Having too many options, confusing descriptions, and aggressive marketing push them away. Here’s how to make their experience smoother:
Make Shopping Simpler and Less Overwhelming
- Use quizzes, product finders, or comparison charts to help them choose–but keep it lowkey so you don’t scare them.
- Don’t overload them with 50 similar options—highlight a few bestsellers instead.
Make Sure to Emphasize Product Quality and Value
- Side-by-side comparisons help them see why your product is worth it.
- Educational content like “How to Choose the Best [Product]” can help make their decision easier.
Help Reduce the Perceived Risk of Buying Online
- Offer hassle-free returns and “try before you buy” options to remove hesitation.
- Offering well-known payment options like PayPal or Klarna makes them feel safer.
Less Marketing, More Value
- Don’t flood their inbox with promo emails after one purchase.
- Focus on sending helpful content and actual deals, not just constant sales pitches.
If you keep things from getting overwhelming and make the process easier, you’re much more likely to find success with this group.
Engaging & Retaining Appreciative Shoppers
Appreciative shoppers are the easiest to win over of the three. However, don’t take them for granted. They love good shopping experiences and will spread the word about your brand—if you keep them engaged. That’s why it’s important to also give them attention:
Build a Community Around Your Brand
- VIP programs, early access to sales, and exclusive content make them feel special.
- Referral programs can really encourage this group to spread the word.
Make Product Discovery Exciting for Them
- Personalized recommendations help them find new products they’ll love.
- Give them sneak peeks of upcoming launches—it keeps them excited about what’s next.
Leverage Word-of-Mouth Marketing
- Encourage and reward customer referrals.
- Feature real user-generated content (UGC) on your website and social media.
Surprise and Delight this Group
- A small thank-you note, a birthday discount, or an unexpected gift goes a long way.
- Seasonal promotions that feel exclusive make them feel valued.
Though this group might seem like an easy slam dunk, make sure you keep them happy! They can be very loyal advocates.
Actionable Takeaways for eCommerce Brands
The days of one-size-fits-all marketing are gone. If you want to convert more shoppers and build long-term loyalty, you need to meet customers where they are. Skeptical shoppers won’t respond to flashy ads or exaggerated claims—they need transparency, real reviews, and clear return policies to feel confident in their purchase.
On the other hand, uncomfortable shoppers need a streamlined experience. Too many choices and aggressive marketing will push them away. So, you need to simplify their journey with guided shopping tools and easy comparisons.
Then there are appreciative shoppers—the ones who actually enjoy shopping online and discovering new brands. They don’t need convincing, but they do need engagement. Reward their enthusiasm with loyalty programs, personalized recommendations, and a sense of community.
When you tailor your approach to each type of shopper, you’re not just making sales—you’re building trust, reducing friction, and creating customers who keep coming back.
Understanding the three types of eCommerce shoppers—Skeptical, Uncomfortable, and Appreciative—is truly the key to turning more visitors into loyal customers.
If you’re ready to take a data-driven approach to eCommerce marketing, it’s time to segment your audience and refine your strategy. Our team specializes in helping brands create personalized, effective campaigns that connect with the right shoppers at the right time. Want help optimizing your eCommerce marketing strategy? Let’s talk!
Greg is the founder and CEO of Stryde and a seasoned digital marketer who has worked with thousands of businesses, large and small, to generate more revenue via online marketing strategy and execution. Greg has written hundreds of blog posts as well as spoken at many events about online marketing strategy. You can follow Greg on Twitter and connect with him on LinkedIn.
