13 Website Personalization Examples for E-Commerce Businesses

Think about why you can’t get enough of Spotify or Netflix. These platforms don’t just toss random playlists or shows your way — they know you. Every recommendation feels personal, relevant, and spot-on. Now, imagine if your customers felt that same connection with your website.

Here’s the kicker: you don’t need to be a tech giant to pull it off. Sure, website personalization can feel like a big task — data, strategy, execution — but it’s also a total game-changer. The right personalization strategies can transform casual browsers into loyal customers, and guess what? It’s easier to start than you think.

In this article, we’ll showcase some of the most inspiring website personalization examples — proven tactics that work for businesses of all sizes.

By the end, you’ll have 13 actionable ideas to bring your site closer to Amazon-level personalization.

And to make it even easier, we’ll introduce you to Personizely — a tool that can turn these ideas into reality (and yes, it’s free for 14 days). Sign up now, so when you find your perfect web personalization example, you’re ready to hit the ground running!

What is website personalization?

Imagine walking into your favorite coffee shop. The barista greets you by name, knows your usual order, and asks if you’d like to try the seasonal special they know you’ll love. That’s personalization in the physical world. Website personalization in e-commerce is the digital equivalent.

It’s the process of tailoring a website’s content, layout, and offers to meet the unique preferences and behaviors of individual users or audience segments.

In simpler terms, it’s about making every visitor’s digital experience feel like it was crafted just for them. Instead of showing the same generic homepage to everyone, an e-commerce site adapts to display personalized experiences based on things like search history, user profiles, and past purchases.

The goal? To create a more engaging and relevant content experience that keeps customers coming back.

One of the most well-known e-commerce website personalization examples is Amazon.

In its early days, Amazon pulled ahead of the competition with what now feels like a pretty basic web personalization trick. Back in 2010, it was one of the first to roll out tailored product recommendations through the famous “Customers who bought this also bought” widget.

Amazon's iconic "Customers who bought this also bought" widget that started the marketplace's journey to personalized customer experiences

Of course, today, Amazon uses significantly more advanced technology to create unique experiences for visitors. But this approach to personalization remains at the heart of the e-commerce mogul.

When you log into Amazon, it’s like the platform knows you better than some of your closest friends. The first thing you see? A warm greeting: “Hello, [Your Name].” It’s a small touch, but it sets the tone, making you feel like more than just another visitor.

A personalized greeting sets the tone for Amazon-style online shopping

Then there’s the homepage, which instantly reflects your personal preferences. Recently searched for workout gear? Expect to see yoga mats, running shoes, or even protein shake recipes front and center. None of this is random — it’s all based on your search history, browsing habits, and user profile.

For every visitor, the Amazon home page looks different, tailored to visitor preferences

But Amazon’s personalization doesn’t stop there. It adapts to its customer base by recognizing your location and showing deals relevant to your country, along with accurate shipping estimates. Been eyeing those noise-canceling headphones? Amazon doesn’t just remind you — they’ll let you know it could be at your door in two days if you order now.

Amazon tells customers when they can expect to receive their order based on their location right in the product widget

The platform really shines with its ability to suggest complementary items. Scroll down on almost any product, and you’ll find recommendations like “Frequently bought together” or “Customers who bought this also bought…” Fun fact, 35% of all purchases on Amazon stem from these personalized product recommendations.

How does website personalization work in e-commerce?

Let’s get a little technical, but not too much — think of this as the “website personalization for dummies” version.

At its core, personalization is driven by data. Lots of it.

When someone visits an e-commerce site, their interactions generate a treasure trove of information. This data might include their search history, what they’ve clicked on, their geographic location, device type, and even time spent on certain pages. Over time, this information builds user profiles, which act like digital fingerprints — unique to each visitor.

Using this data, e-commerce platforms divide their customer base into audience segments. For example, one segment might be “budget-conscious shoppers” who gravitate toward discounts, while another could be “tech enthusiasts” constantly hunting for the latest gadgets. By understanding these segments, the website can deliver relevant content to each group.

Behind the scenes, tools like AI, machine learning, and predictive algorithms do the heavy lifting. They analyze data patterns to predict what users want before they even ask. For instance, if someone buys running shoes and browses fitness trackers, they might see a smartwatch deal the next time they visit.

But personalization isn’t just about showing the right products. It can tweak the entire digital experience, from rearranging the homepage layout to spotlighting certain deals, offering tailored promotions, or even customizing the tone of messaging based on personal preferences.

3 types of website personalization strategies (and an alternative approach)

As seen from the very definition of personalization, website personalization isn’t a one-size-fits-all solution — it’s about tailoring the digital experience to make every visitor feel understood.

Depending on your goals, the first-party data available, and the capabilities of your website personalization platform, you can choose different strategies. Below, we explore three core methods: dynamic personalization, product recommendations, and overlays — plus an audience-based alternative for an added edge.

Depending on the website element you personalize, it’s possible to differentiate between dynamic personalization, overlays, and product recommendations

1. Dynamic personalization

Dynamic personalization focuses on changing the backbone of your website to match the needs of individual visitors. It’s all about adjusting key elements in real time to create a seamless, personalized website content experience that drives engagement.

What it entails:

• Landing pages: Customize layouts and messaging, including calls to action, to match visitor interests or their entry source. For example, direct users from an ad to a page featuring relevant products or exclusive offers.
• Content and offers: Highlight items based on browsing history or purchase histories. Suggest recently viewed products or provide limited-time discounts on frequently browsed items.
• Banners and hero images: Update visuals and messages to resonate with the visitor’s preferences or past behavior.
• Pricing: Display region-appropriate currency or personalized discount offers based on user activity.

2. Overlays

Overlays are the bold, in-your-face counterpart to dynamic content. These pop-ups and sticky bars appear over the core content of the website throughout the user journey. Website widgets are designed to grab attention when it matters most — before a visitor clicks away or gets distracted.

What it entails:

• Exit-intent pop-ups: Triggered when a visitor’s cursor moves toward the close button, these overlays can offer discounts, free shipping, or other incentives to keep them engaged and reduce bounce rates.
• Behavior-based promotions: If someone lingers on a product page without adding it to their cart, an overlay can nudge them with a limited-time offer.
• Sticky bars for urgency: Use sticky banners to highlight countdowns for flash sales or alerts like “Only 3 left in stock!”

Tip: Overlays work best when they feel like a relevant experience, not a disruption. Use first-party data to personalize these messages — like offering 10% off a product they’ve previously browsed rather than a generic coupon.

3. Product recommendations

This effective strategy is one of the easiest ways to personalize your site while boosting conversion rates. Product recommendations use first-party data and browsing patterns to suggest items tailored to the user’s previous purchases or current user behavior on the website.

What it entails:

• Cross-sells and upsells: Suggest complementary items, like “Frequently Bought Together” bundles. For instance, someone looking at a coffee maker might see recommendations for filters, specialty beans, and mugs.
• Category-specific recommendations: If a customer browses skincare, showcase bestsellers or trending products within that category.
• Personalized shopping sections: Add widgets like “You Might Also Like” or “Recommended for You” based on real time activity.

Tip: Personalize follow-ups with recommendations in emails or pop-ups after browsing or buying. Highlight urgency with offers like “Get it before it’s gone!” to nudge indecisive shoppers.

Personalization by audience traits

If full-scale dynamic personalization isn’t feasible, consider tailoring content to shared traits of specific audience segments. This approach simplifies the process while still delivering a relevant experience for different groups.

What it entails:

• Demographics: Adjust visuals and messaging for different age groups or genders. For instance, highlight bold trends for younger shoppers and timeless classics for older audiences.
• Customer journey stage: Tailor content to where users are in the buying process. First-time visitors might see “Discover Our Bestsellers,” while returning customers get loyalty offers like “Welcome Back — Earn Double Points Today!”
• Location: Display regionally relevant promotions or product suggestions. A coastal audience might see swimwear, while those in colder areas see winter gear.
• Time of the day: Match content to browsing habits. In the morning, promote productivity tools or quick breakfasts. In the evening, highlight indulgent treats or relaxation products.

11 more real web personalization examples to inspire your e-commerce business

We’ve already highlighted Amazon as a top-tier website personalization example, but here’s the good news: you don’t need to be a global giant to use personalization effectively.

From small online shops to mid-sized businesses, pretty much every modern e-commerce website can harness personalized touches to engage their audience.

In fact, personalization has become so accessible that it’s practically a must-have, not a luxury. From fashion to food, tech to travel, these examples of website personalization show how brands are transforming casual visitors into loyal customers.

Booking

Booking.com is a leading platform for booking hotels, vacation rentals, and unique travel experiences worldwide. It’s also a standout website personalization example, using personalized content to craft an online experience that feels effortless for its users.

If you’re a signed in platform user, web personalization starts right at the top of the homepage as Booking opens the dialogue with a “Where to next, [Name]?”

Booking immediately captures the attention of the website visitor by addressing them by their name

Even if you're an anonymous visitor… There’s still a customized experience waiting to happen — Booking really tailors every bit of the website to individual users.

Imagine this: you’re searching for hotels in Bali but get sidetracked by life (it happens). When you return to the site later, there’s no need to start from scratch. Booking remembers where you left off, showing your recent searches right at the top along with a “Still interested in this property?” listing. It’s like the platform is saying, “Hey, we’ve got your back — let’s pick up where we left off.”

Booking uses customers’ behavioral data to personalize their customer experience with a reminder of recent searches

But it gets better. Booking doesn’t just know what you’re searching for; it knows what people like you have booked. If other users with similar preferences have chosen a luxurious villa in Seminyak, Booking will suggest it to you too. It’s like having a friend who’s already done the research and knows exactly what you’ll love.

Booking recommends property listings a user might like based on what others with similar searches have already booked

And let’s not forget geo-targeter web personalization. The site tailors the experience based on where you’re browsing from. If you’re in London, you’ll see prices in pounds and domestic getaway deals. If you’re in New York, you might get a nudge toward nearby destinations like Boston or Washington, D.C.

Booking uses website visitor’s location to personalize their website experience

ASOS

We promised examples from businesses of all sizes, but let’s be honest — leaving out ASOS would be a crime against personalization inspiration.

ASOS, a global online fashion retailer, offers everything from trendy clothing to must-have accessories, catering to a massive target audience of style-savvy shoppers. While it’s a big player, ASOS uses strategies that smaller businesses can easily adapt to boost customer satisfaction and conversions.

Let’s start with how ASOS welcomes new visitors. Visit their homepage as a first-time customer, and you’ll be greeted with a special 10% discount offer — a great way to make a memorable first impression.

ASOS personalizes customer experience by featuring a special offer for new customers on the homepage of their website

But for returning shoppers, it’s a different story. Instead of a new customer promo, they’re shown the same home page but with an invitation to upgrade to ASOS Premier instead.

It’s a perfect website personalization example that acknowledges where each shopper is in their journey.

There’s no first purchase discount for returning customers on ASOS

ASOS extends this personalization to product pages as well. New customers get exclusive offers here, too, keeping the excitement going beyond the homepage:

ASOS displays special offers for new customers on product pages, too

Then there’s the clever use of social proof. On product pages, the “People Also Bought” section showcases personalized recommendations based on what others with similar tastes have purchased. It’s subtle, persuasive, and perfect for upselling.

ASOS combines website personalization and social proof to upsell

Finally, ASOS goes a step further to improve customer satisfaction with size recommendations. By using customer measurements and preferences, they suggest the perfect size for every product, reducing the chances of returns and making shopping easier.

ASOS further personalizes customer experience by making product size suggestions based on customer measurements and preferences

MasloTOM

MasloTOM, a Ukrainian food brand specializing in peanut butter products, is living proof that website personalization isn’t just for big enterprises. This small yet innovative company shows how accessible and impactful personalization can be, even on a budget.

One great website personalization example happens at checkout. Using AI, MasloTOM analyzes the customer’s shopping cart and suggests additional products based on what they’ve already added. For instance, if a customer has milk chocolate candy in their cart, they might see “the perfect match for their cart” recommendation for a chocolate bar.

This clever use of user preferences not only boosts upsells but also enhances customer satisfaction by offering truly relevant suggestions.

MasloTOM uses AI to analyze customers’ shopping carts and make personalized product suggestions based on what customers added to their cart

MasloTOM also gets creative with its sticky bar. When customers land on the site, the sticky bar introduces a free shipping offer, like “Free delivery for orders over $50”

MasloTOM's sticky bar dynamically updates to show the spend amount needed for free shipping

As customers add items to their cart, the bar dynamically updates in real time, tracking their progress toward the free shipping threshold. Once they hit the mark, the bar doesn’t just update — it celebrates with a friendly message like, “Bingo! You have free shipping!”

This playful and personalized approach keeps customers engaged and encourages them to add just one more item to their cart.

Dashl Beauty

Dashl Beauty, a Swedish vegan makeup retailer, demonstrates how a simple website personalization example can leave a lasting impression on first-time customers.

Dashl shows first-time customers a personalized popup offering a discount on their first order

When new visitors land on the site, they’re greeted with a personalized popup offering a special discount on their first order. This thoughtful touch immediately grabs attention and creates a sense of value, turning casual browsers into eager buyers.

Moreover, since it's an email popup that offers future email marketing offers in exchange for the visitor's email address, Dashl also sets the stage for long-term customer loyalty.

Sezzle

Sezzle, a popular “Buy Now, Pay Later” platform, is a standout website personalization example, combining location-based content and insights into previous behavior to create a tailored online experience.

Sezzle changes the contents of their homepage based on the visitors’ location

Their dynamic landing pages change based on a visitor’s location. For instance, if you’re browsing from sunny California, the homepage features a seaside workout hero image and a personalized header that says, “Time to be sporty in San Diego.”

But it doesn’t stop there — Sezzle also personalizes marketing messages based on customer behavior. If a returning user left items in their cart or browsed specific products, the site invites them to continue shopping, picking up exactly where they left off.

JYSK

JYSK, a global home goods retailer, showcases how effective personalization tactics can enhance the shopping experience. Using real-time website personalization, JYSK adapts its Delivery and Click & Collect options on product pages based on the visitor’s location.

JYSK displays product availability at the customer’s local store

The platform dynamically updates to show whether an item is available at the customer’s nearest store, eliminating guesswork and saving time. For Click & Collect, it even provides real-time stock updates for stores in the area, making the process seamless and hassle-free.

Sephora

Sephora has mastered the art of e-commerce website personalization, delivering a variety of tailored experiences to keep shoppers engaged.

While they do offer standard personalization tactics like tailored product recommendations and “Recently Viewed” sections (which we’ve covered in other marketing efforts), Sephora also goes above and beyond with more advanced strategies that elevate the user experience.

For starters, Sephora uses a visitor’s location to recommend the right version of their website, whether it’s for the US, Canada, or International customers. This ensures visitors see region-appropriate promotions, pricing, and products — improving the user experience and eliminating any potential confusion.

Sephora uses the visitor’s location to recommend the right version of the website, US & Canada or International

Another standout level of personalization is Sephora’s comparison tables. Instead of just suggesting products similar to the one you’re viewing, the site offers side-by-side comparisons to help you decide which option best suits your needs. This feature not only simplifies the decision-making process but also creates happier customers by making their shopping journey smoother and more informed.

Sephora doesn’t just make product suggestions based on the item viewed, but it also provides a comparison table to make the personalized customer experience smoother

The Oodie

The Oodie, known for its cozy oversized hoodies, takes a page from Sephora’s playbook with geo-based user segmentation and personalization tactics. But instead of using a notification popup, The Oodie opts for a more subtle approach: a sticky bar at the top of the page.

The Oodie e-commerce website personalizes customer experience by inviting visitors to switch to the store in their location

The bar reads, “We have a dedicated store which serves in your country. Would you like us to take you there?” This gentle nudge directs visitors to the version of the site tailored to their region, ensuring they see the right products, promotions, and pricing. This clever use of real-time website personalization enhances the user experience by reducing friction and making the shopping journey more intuitive.

Jaded London

Jaded London, a bold and trend-setting fashion brand, knows how to make individual customers feel seen with clever proactive personalization strategies that elevate the shopping experience.

First, returning visitors are welcomed with a custom landing experience. A popup widget reminds them of the products they viewed during their last visit, making it easy to pick up right where they left off. This thoughtful touch reduces friction and encourages shoppers to re-engage with items they’ve already shown interest in.

Jaded London suggests returning visitors to pick up where they left off the last time they were visiting the site

Second, Jaded London personalizes the website experience by dynamically displaying prices in the customer’s local currency. Using the visitor’s geographical location, the site ensures that product pricing feels intuitive and accessible, minimizing any confusion or barriers to purchase.

Jaded London personalizes website experience by displaying the price in the local currency of the customer viewing the product

With these proactive personalization tactics, Jaded London shows how tailoring small details to individual customers can create a seamless shopping journey that keeps visitors coming back for more.

Charlotte Tilbury

Even as an anonymous visitor, you’re greeted with a fair share of personalized content on the Charlotte Tilbury website. From the moment you browse, the site offers a “Recommended for You” section featuring product suggestions similar to the items you’ve viewed.

Even as an anonymous user, you get a fair share of personalization on the Charlotte Tilbury website

Things get even more engaging during limited-time offer marketing campaigns like Charlotte’s Magic Gift Finder, designed for Valentine's Day.

After answering a few quick quiz funnel questions, you’re presented with a Personalized Beauty Gift Edit — a curated selection of products tailored to your answers. It’s a thoughtful touch that makes gifting (or treating yourself) much simpler.

After completing a quiz, you get gifting recommendations and a personalized selection of suitable for gifting products

But for the real magic, Charlotte Tilbury encourages visitors to log in or create an account.

Once you’re registered, the personalization ramps up. Customers are invited to take tests to determine their ideal matches for skin, complexion, fragrance, and makeup.

To get tailored product recommendations, customers are prompted to submit their selfie for analysis

The site even uses AI-powered tools to elevate the website experience further. You can get a free skin analysis by submitting a selfie.

Once the analysis is complete, you’re presented with a customized beauty routine designed to fit your needs — ready to be added directly to your shopping cart. The website also encourages customers to save their results (and, therefore, let this e-commerce business store the customer data) by offering pretty sweet incentives — generous loyalty program points. A win is a win, right?

Charlotte Tilbury takes website personalization a step further with AI; after a face scan, customers get personalized product suggestions based on their skin type and state of skin

Charlotte Tilbury’s blend of proactive personalization, AI-powered tools, and incentives creates a beauty shopping experience that feels completely bespoke, turning one-time visitors into loyal, engaged customers.

APMEX

APMEX, a leading online retailer for gold and silver, knows how to turn visitors into customers by using personalized landing pages tailored to each user’s preferences and purchasing power.

For example, if a user’s past behavior online suggests they’re interested in coins, they’ll see a page highlighting Popular Gold and Silver Favorites.

APMEX shows tailored product categories based on visitors affinity

Meanwhile, someone who’s more into bullion might see Gold Bars and On Sale options instead.

By aligning the shopping experience with a user’s specific interests, APMEX effectively removes barriers to conversion and makes it easier for customers to find exactly what they’re looking for.

This clever use of affinities simplifies the buying journey for different customer segments, proving that personalization isn’t just a nice touch—it’s a powerful tool for creating satisfied, loyal customers.

Ready to create personalized customer experiences for your e-commerce website visitors?

We’ve explored a diverse range of e-commerce website personalization examples, from giants like Amazon to innovative smaller brands like MasloTOM. Along the way, we’ve seen how tailoring the user experience — whether through geo-targeted offers, behavior-based recommendations, or dynamic landing pages — can turn casual visitors into loyal customers. By now, you should have a solid understanding of how personalization works and how you can leverage it to connect with your target audience.

But here’s the kicker: to bring these strategies to life and truly reap the benefits of website personalization, you need the right personalization tool in your corner.

That’s where Personizely comes in.

Personizely empowers you to create seamless, engaging, and impactful personalization strategies without the hassle. Here are the top website personalization features we bring to the table:

• Campaign variations: Create unique, targeted experiences for different customer segments, ensuring every visitor gets a tailored journey.
• Personalization editor: No coding? No problem. Personizely lets your team edit text, images, and CTAs directly, no matter your platform.
• Advanced targeting for smarter personalization: With Personizely, you can adapt offers and messaging based on city or country. Show products based on order history. Customize landing pages for visitors coming from Instagram, email campaigns, or other sources. Ensure content shines on desktop, tablet, or mobile, and match your offers to the customer’s local climate.
• Visitor identification: Use CRM or EMS data to identify visitors and create hyper-tailored experiences, like greeting them by name or showing personalized offers.
• In-depth analytics tool: Measure results in real time, optimize campaigns with A/B testing, and fine-tune your personalization strategy for maximum impact.

Before we wrap up with website personalization examples, let’s look at what using personalization software Personizely would look like in action.

For example, you can use ad links to create campaign-specific landing pages with exclusive offers.

You can also recognize customers through their email data and personalize website homepage elements with their names, offer geo-targeted free shipping, or showcase bestsellers in their region (like the USA).

Finally, you can adapt parts of the website menu to the visitor’s gender, displaying the best-fitting hero image and tailored product recommendations.

Want your e-commerce business to unlock the power of personalization? Try Personizely now, the first 14 days are free!

FAQ about e-commerce website personalization