Many eCommerce businesses pour time and money into marketing campaigns and product quality (and rightfully so). But here's the truth: even the best product won't retain customers if the overall experience falls flat. That's why learning how to improve eCommerce customer experience is just as important!
In this guide, we'll walk you through 20 practical, proven tips to turn casual browsers into repeat buyers:
- Make shopping feel personal with AI-powered recommendations
- Turn mobile shopping into a smooth, one-tap experience
- Let customers “try before they buy” with Augmented Reality (AR)
- Make reviews work for you (and boost conversions instantly)
- Create a memorable unboxing experience
- Surprise customers with freebies or exclusive discounts
- Foster a community through social groups and loyalty programs
- Offer diverse payment options, including BNPL
- Increase engagement with interactive social media content
- Enable instant purchases on Instagram, Facebook, and TikTok Shops
- Implement AI chatbots for 24/7 customer support
- Track industry trends and customer behavior
- Boost conversions with a data-driven content strategy
- Craft an ‘About Us' page that builds trust and tells your story
- Use high-resolution product photos and 360° videos
- Create a great omnichannel shopping experience
- Increase average order value with smart upselling and cross-selling
- Reduce cart abandonment and recover lost sales
- Train your customer support team
- Simplify returns with a clear, no-hassle policy
Let's get started!
Why You Need to Improve eCommerce Customer Experience
Selling online doesn't just require quality products anymore. Shoppers have endless options at their fingertips, after all, so what really makes your store stand out is the experience you deliver:
- If your website is slow, your checkout is clunky, or your customer service is hard to reach, people won't wait around. They'll bounce and probably never come back.
- On the flip side, when everything feels smooth and personalized, customers are way more likely to stick around, hit the “Buy Now” button, and even tell their friends about your brand.
Still not convinced learning how to improve eCommerce customer experience is crucial? Then, ask yourself this question: would you rather shop somewhere that treats you like just another transaction — or a brand that makes you feel seen and supported at every step? Exactly. When you get the customer experience right, everything else (sales, reviews, word of mouth) will follow naturally.
How to Improve eCommerce Customer Experience: 20 Ways
Here are 20 actionable ways to improve eCommerce customer experience and make every interaction smoother, smarter, and more satisfying:
1. Make shopping feel personal with AI-powered recommendations
Nobody likes feeling like just another number; customers want to be seen, understood, and offered products that actually match their tastes.
That's where AI-powered personalization comes in! Let's say a shopper lands at your store for the first time. Instead of displaying generic bestsellers, your website instantly analyzes their browsing behavior and suggests products based on their interests, just like a helpful sales assistant in a physical store.
To leverage the power of AI personalization (and eventually improve the eCommerce experience), we recommend:
- Integrating an AI-driven recommendation engine like Nosto, Algolia, or Dynamic Yield. These tools track customer activity and tailor product suggestions in real-time.
- Setting up personalized email campaigns with apps like Klaviyo or Omnisend, which automatically send product recommendations based on what a customer has viewed or purchased before.
- Using Tidio or Drift to program automatic chats that can greet customers by name, offer tailored shopping assistance, and even upsell relevant products.
2. Turn mobile shopping into a smooth, one-tap experience
More than 78% of eCommerce traffic now comes from mobile devices. That means if your website isn’t mobile-friendly, you’re losing customers fast. A slow, clunky, or confusing mobile site sends shoppers running before they even add something to their cart.
So, how to improve eCommerce customer experience and fix this problem? Let us tell you:
- Start by testing your site with Google’s Mobile-Friendly Test. This free tool will highlight any issues preventing your site from running smoothly on smartphones.
- Next, speed things up! As mentioned, slow websites are conversion killers. Use tools like TinyPNG or ShortPixel to compress images without losing quality and enable lazy loading so images only load when a user scrolls down to them.
- Navigation should be effortless. If shoppers have to pinch and zoom just to tap a button, they’ll give up. Use large, thumb-friendly buttons, an easy-to-access menu, and a visible search bar at the top of every page.
- Finally, to nail how to simplify eCommerce experience, make the checkout hassle-free; after all, nobody wants to type out their credit card details on a tiny phone screen. Enable one-tap checkout options like Apple Pay, Google Pay, or Shop Pay so customers can buy in seconds without the hassle.
3. Let customers “try before they buy” with Augmented Reality (AR)
Ever hesitated to buy something online because you weren't sure if it would look good in real life? Your customers feel the same way. The good news is that AR (Augmented Reality) technology solves this problem. With AR, shoppers can try on sunglasses, see how a couch looks in their living room, or test out a new lipstick shade all from their phone. Such interactive experiences eliminate doubts and make customers more confident in their purchases.
- For fashion and beauty brands, ModiFace (for makeup), Virtooal (for glasses), and Wanna Kicks (for shoes) offer AR-powered try-on experiences.
- If you sell furniture or home decor, Shopify's AR, Quick Look, Augment, or Sayduck lets customers place a 3D version of your product in their space before they buy.
Integrating AR into e-commerce customer service is easier than you might think. Many platforms offer plug-and-play solutions that don't require advanced coding. Once set up, add a “Try It On” or “View in Your Room” button to product pages, along with a short demo video explaining how it works.
4. Make reviews work for you (and boost conversions instantly)
Would you buy a product online if it had no reviews? Probably not. The truth is that many shoppers check reviews before making a purchase, and seeing real customer experiences can be the deciding factor between buying or bouncing.
Also, note that having reviews is just one part of the picture. To nail how to improve eCommerce customer experience, you need to showcase those reviews in the right way:
- Consider automating review collection. Platforms like Trustpilot, Yotpo, and Judge.me allow you to send automatic review requests after purchase, making it effortless for customers to leave feedback.
- Make leaving a review rewarding! A small incentive (like a discount on their next order) encourages customers to share their honest experiences.
- And don't just collect reviews; display them prominently on product pages. The best approach is to feature a mix of top positive reviews and constructive negative ones so customers trust that your feedback is real.
Want to take it to the next level? Encourage user-generated content. Allow customers to upload photos and videos of their purchases and use tools like Loox or VideoAsk to integrate visual reviews. Seeing real people using your product builds credibility and gives potential buyers the reassurance they need to hit “Buy Now.”
5. Create a memorable unboxing experience
The moment a customer receives their order is your last chance to leave a lasting impression regarding their online shopping customer experience, so make it count! A great unboxing experience can turn a one-time buyer into a lifelong fan (and even inspire them to post about it on social media).
So, rather than the usual boring brown boxes, why not invest in branded packaging with your logo, unique designs, or even eco-friendly materials? Platforms like Packlane and Arka let you design custom packaging that makes your products feel more premium.
Also, a small personal touch can go a long way. We suggest adding a handwritten thank-you note or a discount for their next order to make customers feel appreciated. Even something as simple as a free sticker or a small sample product can surprise and delight them.
And why not turn your packaging into free marketing? Encourage customers to share their unboxing experience! Include a QR code that links to your Instagram or TikTok, along with a branded hashtag they can use. When customers post about your packaging, it creates organic buzz for your store without spending a dime on ads.
6. Surprise customers with freebies or exclusive discounts
People love surprises, especially when they involve free gifts or unexpected discounts. A surprise makes a purchase feel even more rewarding and leaves a lasting impression on your customers. When done right, this tactic builds customer loyalty and encourages word-of-mouth marketing.
The key to mastering how to improve eCommerce customer experience is to ensure the surprise feels genuine and valuable. One simple way to do this is by including a free gift in orders over a certain amount. For example, if your store sells skincare products, you could add a sample-size moisturizer or face mask when a customer spends over $50.
Another effective approach is to send personalized discount codes after a purchase. Instead of a generic 10% off coupon, use email automation tools like Klaviyo or Omnisend to generate unique discount codes based on purchase history. A customer who just bought a pair of running shoes might receive a follow-up email with a 15% discount on running socks or athletic gear.
Gamifying discounts can also boost engagement. Spin-the-wheel popups or mystery discount codes, for example, easily create excitement while increasing conversion rates. Apps like Smile.io or Wheelio even allow customers to spin for prizes such as free shipping, small gifts, or exclusive discounts, making the shopping experience more interactive.
7. Foster a community through social groups and loyalty programs
Brands that build a community around their products create deeper connections with their customers, which undoubtedly translates to better service eCommerce experience and more repeat purchases.
A great way to foster a sense of belonging is by creating a private social group where customers can interact with each other and your brand. A Facebook Group, Discord server, or exclusive WhatsApp chat can serve as a hub for discussions, product recommendations, and early access announcements.
Loyalty programs are also a powerful way to enhance the e-commerce experience. Why only offer discounts when you can reward customers for actions beyond making purchases? Programs like Smile.io or Yotpo allow businesses to award points when customers leave reviews, refer friends, follow on social media, or even share user-generated content. As a result, it transforms passive buyers into active brand advocates.
Another effective strategy is to give your most loyal customers early access to sales and product launches. Simple as it is, this strategy makes them feel special and amps up the excitement, eventually creating a sense of exclusivity that keeps them coming back.
8. Offer diverse payment options, including BNPL
Nothing frustrates a customer more than reaching checkout – only to find their preferred payment method isn't available.
Simply put, the easier and more flexible your checkout process is, the fewer obstacles stand between your customer and completing a purchase. Fortunately, we have two tried-and-true tips to guarantee you can learn how to improve eCommerce customer experience:
- Buy Now, Pay Later (BNPL) services like Afterpay, Klarna, and Affirm allow customers to split their payments into smaller, interest-free installments, which is especially useful for high-ticket items like electronics, furniture, or fashion, where customers might hesitate due to price.
- Offer multiple payment options so customers have plenty to choose from. If possible, provide cryptocurrency payment options through platforms like Coinbase Commerce or BitPay to attract tech-savvy customers who prefer digital currencies.
9. Increase engagement with interactive social media content
For a long time, social media has no longer been just a place to post product photos. Now, it's a space where brands and customers can interact in real-time. If your content isn't engaging, customers will scroll past without a second thought.
So, what is the key to standing out regarding e-commerce customer experience? Simple: you need to make your social media content interactive.
One of the most effective engagement strategies for customer experience eCommerce is using polls and quizzes. Instagram Stories, Facebook, and TikTok allow businesses to run quick, interactive polls that invite customer participation. A fashion brand might ask, “Which color should we launch next?” or a coffee brand could run a quiz to match customers with their ideal blend.
Live video shopping is another great idea for improving customer experience in eCommerce. Hosting live product demos on Instagram, TikTok, or Facebook allows you to showcase products in real time while answering customer questions. When paired with limited-time offers, this creates a sense of urgency that drives immediate sales.
Plus, you should consider giveaways and challenges as well. Instead of simply asking customers to like and comment, make them actively engage. For example, you can organize contests where participants must post a photo using your product or share creative videos. Not only does this make the eCommerce experiences more engaging, but it also generates authentic user content that helps promote your brand.
Long story short, you need to make social media a two-way conversation rather than just a broadcast. That way, your team can turn passive followers into engaged customers who are more likely to buy from you.
10. Enable instant purchases on Instagram, Facebook, and TikTok Shops
People no longer want to leave their favorite social media platforms to shop; they want to buy instantly, without any extra steps. Keep that in mind when you figure out how to improve eCommerce customer experience:
- Instagram Shopping allows businesses to tag products directly in posts and stories. Feel free to set up Instagram Checkout for an even smoother buying experience; customers can complete purchases directly within Instagram rather than being redirected to your website.
- Likewise, Facebook Shops offers a fully customizable storefront within Facebook, where customers can browse, save, and purchase products effortlessly.
- TikTok Shop takes the customer experience in online shopping even further by allowing brands like yours to sell products directly in videos and livestreams. When your viewers see an item they like, they can buy it immediately without leaving the app.
11. Implement AI chatbots for 24/7 customer support
A customer lands on your site at 2 in the morning, looking for a last-minute gift. They have a question about shipping, but there's no one available to answer. Frustrated, they leave, and you lose a sale.
Such cases are more common than you think, and that's exactly why AI chatbots are a game-changer. They provide instant, round-the-clock assistance while handling everything from product recommendations to order tracking.
Long story short, with an AI chatbot, your store is always “open,” providing fast, frictionless service that keeps eCommerce customers happy and drives more sales — even while you sleep.
To help you navigate how to improve eCommerce customer experience, we suggest choosing an AI chatbot platform like Tidio, Drift, or Chatfuel, which seamlessly integrates with Shopify and streamlines the setup process. Once installed, program your chatbot to answer common customer questions, such as:
- “When will my order arrive?” The bot can pull order tracking details instantly.
- “What's your return policy?” Instead of making customers search, the bot delivers an immediate answer.
- “Can you recommend a gift for my mom?” AI chatbots can analyze browsing behavior and suggest products just like a real salesperson would.
For an even more impactful customer experience for eCommerce, set up personalized chatbot greetings based on customer behavior. If someone has been browsing sneakers for five minutes, the bot can jump in with, “Need help picking the perfect pair? Here are our bestsellers!” These little touches keep customers engaged and prevent them from bouncing away.
Note: While chatbots can work wonders for speeding up support, they're not the ultimate solution. Your customers still need a human touch when it comes to tricky questions or the more emotional side of their buying experience. So, while the bot’s doing the talking, make sure your team’s ready to step in when it really counts.
12. Track industry trends and customer behavior
The eCommerce industry moves faster than you think. What worked last year (or even six months ago) might not work today. For this reason, brands that thrive shouldn't just follow the trends but actively anticipate them.
First, keep an eye on big-picture industry trends. Websites like Statista, Google Trends, and eMarketer are goldmines for insights on shopping behaviors, emerging tech, and market shifts. If data shows that sustainable packaging is exploding in popularity, it might be time to swap out your shipping materials for eco-friendly alternatives.
But don't just rely on general trends; learning how to improve eCommerce customer experience also involves your own customer data. Tools like Google Analytics, Hotjar, and Shopify Reports reveal where shoppers drop off, what they're clicking on, and which products they engage with the most.
Another underrated strategy: just ask your customers. Send out quick surveys via email or SMS, offering a small incentive (like 10% off their next order) in exchange for feedback. Questions like, “What almost stopped you from buying today?” or “What's one thing we could improve?” often reveal tiny fixes that eventually make a massive difference.
13. Boost conversions with a data-driven content strategy
You can have the best products in the world. However, if your content doesn't build trust, answer questions, and guide customers toward a purchase, you're basically leaving money on the table.
We suggest answering real customer concerns through content. Let's say people keep asking, “How do I choose the right size?”; you can create a detailed size guide with clear visuals and real-life examples. When shoppers still hesitate because they're unsure about quality, film a short video showcasing durability tests or behind-the-scenes production.
You can also use SEO tools like Ahrefs and Google Keyword Planner to uncover what your audience is searching for. If tons of people are googling “Best running shoes for flat feet,” but your store doesn't have an article on it, you're missing a huge opportunity. In that case, writing a comparison guide featuring your top-selling shoes in that category can attract new traffic and establish you as an authority.
If possible, take one step further and incorporate user-generated content (UGC) to make your brand more relatable. For instance, consider featuring real customer testimonials and before-and-after photos on your blog and product pages. As already discussed above, seeing real people using your products usually builds credibility and pushes hesitant shoppers toward checkout.
For more suggestions regarding SEO apps, check out our 15+ best Shopify SEO apps here.
14. Craft an ‘About Us' page that builds trust and tells your story
Let's be real: Most “About Us” pages are boring. They're filled with generic phrases like “We are committed to quality products and customer satisfaction,” which doesn't connect with anyone. Our advice is to stop treating it as a formality and leverage this chance to show personality and make shoppers care more about your brand.
The best way to explore how to improve eCommerce customer experience and leave an impression is to start with your brand's origin story. Rather than just saying, “We sell sustainable skincare,” share why you started.
For example, take Everlane, a well-known fashion brand. On their About Us page, they write:
Why is this effective? In just a few lines, Everlane efficiently communicates its values, what makes it different, and what customers can expect from the team. Instead of just claiming they're “ethical”, Everlane explains the “how”: by partnering with vetted factories, being transparent about costs, and telling the full story behind each product. It's clear, concise, and hits home right away.
And don't forget to introduce real people behind the brand and add a team photo or a behind-the-scenes look at your workshop. Sprinkle in social proof as well; if you've been featured in publications, won awards, or served thousands of happy customers, highlight that. Customer testimonials add even more credibility.
15. Use high-resolution product photos and 360° videos
Since online shoppers can't touch, try on, or inspect products in person, your visuals need to do the heavy lifting. Needless to say, blurry, low-quality images erode trust and kill conversions. Meanwhile, crisp, high-resolution photos and 360° videos make products feel tangible and much more irresistible.
- Every product page should include multiple angles, close-up shots of textures, and clear background-free images. A white background works best for consistency, but lifestyle photos (showing the product in use) provide extra context and reliability.
- Take the experience a step further with 360° product views. Platforms like SpinStudio and Sirv let customers rotate and inspect products from every angle, mimicking an in-store experience.
- Videos are even more powerful if you want to know how to improve eCommerce customer experience! You may add a short 10 to 15-second clip showing how a product moves, fits, or functions to eliminate customer hesitation.
16. Create a great omnichannel shopping experience
Customers today bounce between devices and platforms like it's second nature. They might find you on TikTok, check your site on their laptop during lunch, and complete the order on their phone before bed. If those touchpoints feel disconnected, that means you've lost them. So, let's connect the dots and see how to improve eCommerce customer experience:
- Make sure your brand looks and feels the same everywhere: same logo, same tone of voice, same product shots on your site, email, social media, and even packaging. Consistency builds trust.
- Next, sync your systems, meaning your customer data, order info, and product availability must stay up-to-date across all channels. That way, if a customer adds shoes to their cart on mobile, they'll still be there when they log in on the desktop.
- Also, make support seamless. Tools like Gorgias pull messages from email, chat, Instagram, and Facebook all into one place so your team can reply without asking, “Can you tell me your order number again?”
The goal is to make shopping with you feel effortless, no matter where customers find you.
17. Increase average order value with smart upselling and cross-selling
Want to know how to improve eCommerce customer experience and grow your revenue without spending a dime on new traffic? Then upselling and cross-selling are your secret weapons. Let's break it down:
- Upselling means, “Here's a better version of what you're looking at.”
- Cross-selling means, “This item would go great with what you just added to your cart.”
And here's how to do it right: on your product pages, suggest premium upgrades. For instance, if someone's eyeing a basic coffee maker, show them the deluxe one with a built-in grinder and self-cleaning feature. But don't just say, “Upgrade for $20 more”; tell them why it's worth it: “Make café-quality coffee at home, every time.”
And during checkout, toss in helpful cross-sells. Is someone buying a phone case? Suggest a matching screen protector or charging cable. You can set all this up easily with Shopify apps like ReConvert, Frequently Bought Together, or Bold Upsell. Keep it simple (2 or 3 relevant suggestions max), and make sure it feels like you're helping, not just selling.
18. Reduce cart abandonment and recover lost sales
Few things sting more than seeing customers fill up their carts… and then disappear. But don't panic; most shoppers just need a little nudge to come back and finish the job.
For starters, set up abandoned cart reminders. We suggest sending friendly emails or texts that say, “Hey, you left something behind!”
Pro tip: Make it a 3-part series.
- A reminder after an hour.
- A second email the next day with extra product info or reviews.
- A final message with a small discount or free shipping.
And again, in terms of how to improve eCommerce customer experience, you should make checkout ridiculously easy. Offer guest checkout (no one wants to create an account just to buy socks) and keep forms reasonably short.
Also, be upfront about extra fees. Unexpected shipping costs are the #1 reason people abandon their cart! Avoid surprises by showing shipping rates early and offering free shipping thresholds like “Spend $50, get free shipping!”
19. Train your customer support team
Amazing products will get you far, but amazing support is what keeps customers coming back! Let's make sure your team is up to the challenge and know how to improve eCommerce customer experience with confidence:
- Build a comprehensive help guide. Tools like Notion, HelpDocs, or Zendesk let you create an internal knowledge base so your team always knows how to answer FAQs (like “Where's my order?” or “How do I return this?”) quickly and consistently.
- Then, train with real-world scenarios (e.g., running role-play sessions) so reps learn how to stay cool when someone's upset, ask the right questions, and solve problems with a personal touch.
- Of course, automation helps, but it shouldn't replace humans. Use a chatbot like Tidio or Gorgias to handle simple stuff instantly, but always give customers a way to reach a real person when they need it.
- Finally, respond fast — especially on live chat. If you can reply within 60 minutes, you're doing great. It would be even better if your team added a “typical response time” message so customers know what to expect.
20. Simplify returns with a clear, no-hassle policy
Let's face it: returns still happen and are inevitable. But instead of seeing them as a problem, why not consider them a golden opportunity for your store to build trust?
The first step to do so is to write a return policy that's human, not robotic. Do not rely on legalese; instead, explain things clearly: “You have 30 days to return your item. Just make sure it's unused, and we'll send you a label.” Keep it visible and avoid hiding it in the footer.
Additionally, you should make returns as easy as the purchase itself. Tools like Loop, Returnly, or AfterShip Returns Center let customers submit return requests, download shipping labels, and track progress, all without emailing support.
And what if you want to reduce returns altogether? Offer store credit or exchanges where it makes sense. For first-time customers, offering a replacement item may be cheaper (and more relationship-friendly) than losing them forever.
Last but not least, learn from your returns. Track reasons (“too small,” “not like the photo”) and use that data to improve your size guides, product descriptions, photos, etc. That's how to improve customer experience in eCommerce.
Metrics to Measure eCommerce Customer Experience
We have shown you how to improve eCommerce customer experience. Now, it’s time to measure your success. After all, you can’t improve what you don’t track!
So, what is eCommerce experience parameter? To help you understand how your customers really feel, here are three key metrics that give you direct insight into their experience with your brand.
Net Promoter Score (NPS)
NPS helps you measure customer loyalty. It’s based on a simple question: “How likely are you to recommend our store to a friend or colleague?” Customers respond on a scale from 0 to 10.
- People who score 9–10 are your biggest fans (Promoters).
- Those who give a 7–8 are satisfied but not excited (Passives).
- Scores between 0–6 signal unhappy customers (Detractors).
Your NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters. The higher the number, the better. This metric gives you a clear idea of how many customers are willing to spread the word about your brand — a sign you’re doing something right.
Customer Satisfaction Score (CSAT)
CSAT focuses on measuring how happy customers are with a specific interaction, such as a recent purchase or a chat with your support team.
A common question is: “How satisfied were you with your experience?” Responses are usually given on a 1–5 or 1–10 scale. The more customers choose the top scores, the higher your CSAT.
This metric is common because it gives you quick, real-time feedback. If someone had a poor experience, you’ll know right away and can follow up or fix the issue before it affects your reputation.
Customer Effort Score (CES)
Lastly, CES evaluates how easy it is for your customer to complete a task, whether it’s placing an order, finding a product, or getting help. You ask something similar to: “How easy was it to complete your purchase today?”
The idea here is straightforward: the less effort a customer has to make, the better their experience. On the contrary, when people say a particular task was challenging or confusing, that’s a signal to improve that part of your store.
How to Improve eCommerce Customer Experience: FAQs
How can we improve customer experience in eCommerce?
You should start with the basics: make your website fast, mobile-friendly, and easy to navigate. Then, offer clear product info, multiple payment options, and fast, reliable customer support. Even better, you could go a step further by personalizing recommendations and asking for feedback.
What are the 5 C’s of eCommerce?
The 5 C’s come from a popular marketing framework used to analyze and improve your business strategy. They stand for:
+ Company: Your own business — strengths, weaknesses, and overall value proposition.
+ Collaborators: The partners, suppliers, and third-party providers that help you operate (like delivery services or tech platforms).
+ Customers: Your target audience — their behaviors, preferences, and pain points.
+ Competitors: Other businesses offering similar products or services and how you compare to them.
+ Context: The external environment (including trends, regulations, economic factors, and technology) that affects how your business operates.
What are the 3 E’s of customer experience?
The 3 E’s (Engagement, Ease, and Emotion) are key to delivering memorable customer experiences:
+ Engagement: Are you connecting with customers in meaningful ways, across platforms like email, social media, and live chat?
+ Ease: Is your website simple to use? Can customers quickly find what they need and complete their purchase without frustration?
+ Emotion: How does your brand make people feel? Happy, valued, confident — or confused and ignored?
Final Words
Our team has discussed how to improve eCommerce customer experience, from personalization and mobile optimization to smart support and easy returns. We hope these tips give you the clarity and confidence to build a shopping journey your customers will love!
If you’re ready to keep learning and growing, be sure to explore more helpful insights on the LitExtension Blog. You can also join our Facebook Community to connect with thousands of other eCommerce store owners. Here’s to happier customers — and a thriving store!
