What are the 4 types of online shoppers? Our guide explains them and how you identify them in order to serve them better when they are your customers.
What type are you when shopping online? And the much more important question: What types of online shopping people are your customers? While one tends to make spontaneous purchases, the other searches for weeks through customer ratings and comparison portals before even considering a purchase. But the clarity and usability of your online shop also play a very different role for the different types of shopping.
We have defined the most common online shopping types more precisely. We will introduce you to the four types so that you are optimally prepared for all customers and interested parties.
How to develop online shopper marketing
Your online shoppers have different preferences and behavior
In the times of Amazon, Zalando and Co., the advantages of online shopping are obvious: You will find a huge selection of products, you have all the time in the world to decide, and you can easily compare prices without going out of business rushing to business and can save both valuable time and money! However, the aspect on which online shoppers focus is very different. Because, as is so often the case, there are different types of online shoppers. Everyone has different preferences, which means that they have different priorities and consequently also behave differently.
Expect these types of online shoppers
The product expert
This guy is your fan. He browses your online shop regularly and is therefore very familiar with the entire range, including the new products. Of course, reading your newsletter or blog is an absolute must in order to be regularly inspired.
However, if you believe that this online shopping guy will always buy out as soon as he sees a new product from you, we have to disappoint you. Instead, they love to read other customers’ reviews of your products and, in return, like to write reviews themselves so that they can pass on their own experiences. The latest achievements are of course posted on social media and shared with friends – because only being happy together is even better.
The power shopper
In contrast to the product expert, the power shopper is very much ready to spontaneously start shopping online. It’s kind of a hobby for this guy. Regardless of whether it is about small everyday things for the household such as new shampoo or vacuum cleaner bags, or whether it is about larger purchases such as a new television – the power shopper simply buys everything online! Smartphones, tablets and computers provide him with loyal service and help keep an eye on current discount campaigns and competitions. Finally, the coupons can be redeemed directly for the next online purchase.
The specialty of this guy: His spontaneous purchases are often based on his state of mind, but not on his budget. Even if the latter has already been exhausted, he can quickly turn a blind eye and still purchase a product he has discovered in your online shop.
The surfer
This online shopping guy has a clear goal in mind when he starts his shopping spree. For example, he’s looking for a new smartphone. After endlessly surfing through the various online shops, however, he ends up in front of a multitude of browser tabs and is spoiled for choice between various providers and products. Why? The range is just too big, which is why there is no trace of a decision despite reading price comparisons and customer reviews.
Important for you in order to help this guy: Convey security, for example with transparent price information, exact scope of delivery and strong trust seals — because this is exactly what the surfer is looking for. He’d rather take his time than rush to make a purchase, after all, he wants to be sure that you’ve bought the right thing in the end.
The non-browser
The non-browser is the complete opposite of the surfer. Of all online shopping types, this one has the least desire to click through the diverse online offers. True to the motto “time is money”, things cannot go fast enough for those who are not happy browsers. The very idea of having to struggle through price comparison sites for hours really gets on his nerves.
You should therefore rely on a simple ordering process in your online shop, which ideally completes the entire purchase with just one click. So that you do not lose the non-browser right away when he starts to lose his nerve from being overwhelmed, you offer an easy-to-use voice assistant that can provide targeted support with shopping.
