5 Types of E-commerce Shoppers

Summary: Extensive user research with people shopping online identified 5 main types of behavior: product-focused, browsing, researchers, bargain-hunters, and one-time shoppers. Each user type benefits from different UX elements.

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5 Types of E-commerce Shoppers

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There are 5 main types of e-commerce shoppers. Knowing the different motivations and habits people have when they come to a site helps designers make decisions that improve overall site usability while supporting different users’ needs.

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Katie Sherwin is a Senior User Experience Specialist with Nielsen Norman Group. She specializes in helping organizations utilize principles of user-centered design and strategic communication to achieve their goals. 

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