In today’s competitive eCommerce landscape, personalisation is no longer a luxury — it’s an expectation. Personalised shopping experiences drive higher conversions, increase average order values, and improve customer satisfaction.
With Shopify, merchants have access to powerful tools to collect and analyse customer data and use it to deliver dynamic content tailored to individual shoppers. In this post, we’ll explore how you can personalise your Shopify storefront using dynamic content, product recommendations, and behaviour-based experiences.
🧑💻 Why Personalisation Matters in E-Commerce
Personalisation is about delivering the right content to the right customer at the right time. According to research:
- 80% of consumers are more likely to buy when brands offer personalised experiences.
- Personalised product recommendations account for up to 30% of eCommerce revenue.
- 91% of shoppers prefer brands that recognise and provide relevant content.
With Shopify, even small businesses can create enterprise-level personalisation using a mix of built-in features and third-party apps.
📊 How Shopify Collects Customer Data for Personalisation
Shopify offers multiple touchpoints for gathering and utilising data:
- Customer Profiles: Track user activity and purchase history.
- Shopify Analytics: Monitor sales trends, cart activity, and customer retention.
- Cookies and Tracking: Capture browsing behaviour and session data.
- Third-Party Apps: Use integrations like Klaviyo or Yotpo for deeper insights.
🔧 Techniques to Personalise Your Shopify Store
Here are some practical ways to deliver dynamic, personalised content using Shopify.
✅ 1. Personalised Product Recommendations
How it Works:
Display products based on a shopper’s behaviour, purchase history, or browsing patterns.
Tools to Use:
- Shopify Product Recommendations API
- Shopify Flow (Shopify Plus)
- Third-party apps like Rebuy, LimeSpot, or Nosto
Example:
- “You may also like” sections based on previous purchases.
- “Recently viewed” products.
- AI-powered suggestions based on trending items.
liquidCopyEdit{% for product in recommendations.products %}
<a href="{{ product.url }}">{{ product.title }}</a>
{% endfor %}
✅ 2. Dynamic Homepage and Landing Pages
How it Works:
Display custom banners, featured products, or messages based on user behaviour or location.
Tools to Use:
- Shopify Liquid (for dynamic template customisation)
- GeoIP Detection Apps for location-based content
- Shopify Audiences (Shopify Plus)
Example:
- Show region-specific promotions using geolocation.
- Highlight seasonal products based on user location.
liquidCopyEdit{% if localization.country.iso_code == 'UK' %}
<h2>Enjoy Free Shipping in the UK!</h2>
{% else %}
<h2>Explore Our Global Shipping Options</h2>
{% endif %}
✅ 3. Personalised Discounts and Offers
How it Works:
Offer exclusive discounts or personalised deals based on customer segments.
Tools to Use:
- Shopify Scripts (for Shopify Plus users)
- Shopify Flow for automated discount triggers
- Discount Apps like Bold Discounts or Smile.io
Example:
- Provide a loyalty discount for returning customers.
- Offer free shipping for first-time buyers.
- Trigger birthday discounts using customer data.
✅ 4. Behaviour-Based Abandoned Cart Recovery
How it Works:
Send personalised emails or SMS reminders to customers who leave items in their cart.
Tools to Use:
- Shopify Email
- Klaviyo or Omnisend
- SMSBump for SMS marketing
Example:
- Offer an incentive (e.g., 10% off) to complete the purchase.
- Recommend complementary products.
- Create urgency with low-stock notifications.
✅ 5. Personalised Content with Customer Tags
How it Works:
Use customer tags to segment users and provide unique content.
Tools to Use:
- Shopify Admin for creating and managing tags
- Liquid Code for conditional content rendering
Example:
- VIP customers see exclusive products.
- Wholesale buyers receive bulk pricing displays.
liquidCopyEdit{% if customer.tags contains 'VIP' %}
<h3>Welcome back, valued VIP customer!</h3>
<p>Check out our exclusive members-only collection.</p>
{% endif %}
✅ 6. Dynamic Search and Navigation
How it Works:
Provide smarter search results and personalised categories.
Tools to Use:
- Searchanise
- Boost AI Search & Filter
- Shopify Search & Discovery App
Example:
- Display relevant search results based on purchase history.
- Personalise category pages using AI.
✅ 7. Post-Purchase Personalisation
How it Works:
Keep the personalisation going even after the purchase.
Tools to Use:
- Rebuy or LimeSpot for post-checkout recommendations
- Klaviyo for personalised follow-ups
- Stamped.io or Yotpo for customised review requests
Example:
- Send care tips for purchased items.
- Recommend related accessories or refill products.
- Invite satisfied customers to join loyalty programs.
📈 Measuring the Impact of Personalisation
Once you’ve implemented personalisation, track its impact using:
- Conversion Rate: Are more customers completing purchases?
- Average Order Value (AOV): Are users buying more items?
- Customer Retention: Are returning customers increasing?
- Engagement Metrics: Are users interacting with recommended products?
Tools like Shopify Analytics, Google Analytics, or Mixpanel can help you monitor these metrics.
🧠 Best Practices for Personalising Shopify Storefronts
- Start Small: Begin with product recommendations and gradually expand.
- Leverage AI: Use AI-powered tools for smarter suggestions.
- Respect Privacy: Ensure GDPR and CCPA compliance. Provide transparent data usage policies.
- Continuously Optimise: Regularly review performance and adjust your personalisation strategies.
- Test and Iterate: A/B test dynamic content to find what works best.
🎯 Final Thoughts
Personalising your Shopify store with dynamic content is a proven way to boost sales, engage customers, and enhance brand loyalty. By understanding your customers’ preferences and tailoring their shopping journey, you create experiences that feel both intuitive and memorable.
Whether you’re using built-in Shopify features or exploring third-party apps, the key is to start simple and expand as you gather insights.
Your customers want to feel valued — personalisation is how you show them you care.
