What is Personalization?
Personalization tailors storefront experiences to individual users or audience segments based on intent, location, purchase history, or traffic source.
Unlike A/B testing (which compares experiences to find a single winner for everyone), personalization delivers different experiences to different segments.
Personalization Examples
- Geo-Targeting: Showing local currency, tax rates, and regional shipping thresholds.
- First-Time vs. Returning Buyers: Displaying a welcome coupon to new visitors while showing re-order shortcuts to returning customers.
- VIP Audience: Unlocking exclusive catalog collections for high-LTV buyers.
Developer Takeaway
Edge Personalization: Perform personalization segmentation in edge middleware (like Cloudflare Workers or Vercel Edge) to return personalized HTML without layout shifts or extra client-side API requests.