Gamechanger 4: Say goodbye to one size fits all shopping flows
Do you want to be relevant in 2030? That requires action today. In this series, you will discover seven gamechangers that define the success of your webshop. Gamechanger 4 is all about moving away from one size fits all shopping flows. The future is intent based. A storefront adapts to the buying intent and the stage of the customer. You offer speed where someone seeks efficiency. You offer inspiration where someone wants ideas.
Where we are today
Users arrive at your storefront through many channels, each with a different intent. Yet many e commerce platforms offer every visitor the same experience. But why distract someone with a clear buying intent with inspirational content?
Where we are heading to
The focus shifts toward intent based shopping flows. You offer a fitting experience based on what someone wants to achieve. When a visitor has a clear buying intent, every extra click in the checkout process feels unnecessary. When someone is still exploring, you provide inspiring content that builds trust. To make this possible, both the frontend and the design need a modular setup. Conversion starts with knowing your customer’s intent. And understanding where that intent sits in the customer journey: See, Think, Do or Care.
Gen Z and Gen Alpha play a major role in this shift. They do not scroll aimlessly through product listing pages. Their customer journey starts on social media. Once they arrive at your storefront, their orientation phase is already complete. They expect to move straight to checkout.
Conversion starts with knowing your customer’s intent
What you need to do now
Build a mature data landscape, a CDP with intent recognition, and a modular frontend that adapts to different buying intents in different customer stages. The first practical step is simple. Offer visitors from social channels and campaigns a dedicated landing page with direct purchase options.