2018 E‑Commerce Personalization Report

Exclusive Research on the Personalization Practices of Top Online Retailers
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2018 E-Commerce Personalization Report

Personalization is important—but it’s hard. That’s the opinion of experts, and it shows up in an Internet Retailer test of the personalization capabilities of 125 leading online retailers.

In this first-of-its-kind research, Internet Retailer browsed homepages and product pages, created accounts, signed up for emails and moved to checkout pages—all the while making detailed notes of how effectively these e-commerce leaders adapted content and promotions based on what the testers viewed and did. They also tested Amazon.com both as a Prime member and as a shopper not a member of Prime to see how the leading e-retailer’s personalization practices vary based on Prime membership.

The results were, frankly, a bit shocking.

This 62-page document, the 2018 E-Commerce Personalization Report reveals how well leading online retailers are personalizing their websites, mobile sites and email marketing, and will provide the data you need to benchmark yourself against top online competitors. You will also see a host of examples of retailers personalizing their web and mobile sites and marketing email in innovative ways.

View the table of contents for full details on what’s included in the report.

What's included in the 2018 State of E-Commerce Personalization Report:

  • Exclusive Internet Retailer data on the personalization practices of 125 leading online retailers and brands, including benchmark data on how many offer product recommendations on homepages and whether those recommendations are updated after visitors view products.
  • Detailed analysis of how personalization practices vary when visitors return to a website a second time, both before and after signing into their accounts.
  • Data on how well site search results vary after visitors view products and search for items. Includes examples of retailers that adapt their type-ahead search results based on visitor behavior.
  • Data on how well retailers personalize results on their mobile websites, including on home pages, category pages, checkout and site search.
  • Analysis of follow-up email marketing: How many retailers send emails after a consumer who has created an account (and provided her email address) browsed items but did not buy? How many send cart-abandonment emails? How personalized are these emails in subject line and message content? How many emails do retailers send?
  • Data on how many retailers recognize the location of consumers coming to websites and to mobile sites.
  • Analysis of how many retailers use a consumer’s name in abandonment emails or when he returns to a web or mobile site, and the pros and cons of addressing returning visitors by name.
  • Insight into how Amazon.com personalizes content and offers differently for Prime members versus consumers who do not belong to the Amazon Prime loyalty program.
  • Best practices by the retailers and brands that are most effective in various aspects of personalization, including product recommendations, site search, mobile, geolocation and email marketing.
  • Dozens of illustrations of effective personalization on web and mobile sites, site search and marketing emails.

37%

of retailers updated recommendations on homepages based on products

41%

of retailers send customers emails reminding her of items she viewed

62%

of retailers send cart-abandonment emails

What you get

E-Commerce Personalization Report

Exclusive Research on the Personalization Practices of Top Online Retailers

  • E-Commerce Personalization Report
  • Detailed data on 125 leading online retailers
  • Analysis of how Amazon varies personalization for Prime vs. non-Prime members
  • 2018 Edition $299(PDF)

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Edition
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Gain access to our full library of research reports with our Premium Memberships and unlock all charts and infographics, e-commerce rankings, and databases. Learn more about our 360 Premium Memberships.