Meet Your Online Shoppers: 5 quirky characters you need to know

Introduction

Not all online shoppers are created equal. Some arrive with a clear mission, others are just browsing for fun, and a few might never come back. Understanding who’s visiting your site—and why—can help you design a shopping experience that feels smooth, relevant, and even delightful.

According to research by Nielsen Norman Group, most online shoppers fall into five key types: Product-Focused, Browsers, Researchers, Bargain Hunters, and One-Time Shoppers.

Let’s meet them—and figure out how to design for each.

1. Product-focused shoppers

They know exactly what they want—and want it fast. These users come prepared. They’ve done their research, maybe even bought the item before, and now they just want to buy it again or grab a specific version. They don’t need persuasion. They need speed and clarity.

How to design for them:

These users don’t read - they scan. Give them exactly what they’re looking for, and get out of their way.

2. Browsers

No specific goal - just here for a scroll. These users are exploring. Maybe they’re killing time, getting inspired, or seeing what’s new. They might not buy anything today—but a good experience means they’ll remember you tomorrow.

How to design for them:

Give browsers something fun to explore. Make it feel like window shopping - with benefits.

3. Researchers

They’re comparing, learning, and planning their purchase. These users aren’t ready to buy (yet). They’re digging through specs, reading reviews, and comparing options across sites. Help them feel informed, and you’ll earn their trust—and their sale.

How to design for them:

Make your site feel like a helpful guide, not just a catalog. The easier their research, the better your chances of closing the deal.

4. Bargain Hunters

It’s all about the deal. These users are price-sensitive and loyalty-agnostic. They compare multiple sites and go where the savings are. They might visit once and never return—unless you give them a reason to stick around.

How to design for them:

If the price is right - and the process is easy - you just might turn them into repeat customers.

5. One-time Shoppers

They’re buying once - and probably won’t be back. This group includes gift-card buyers, recipients, and holiday-only shoppers. They’re just here to complete a task - and anything that slows them down becomes a frustration.

How to design for them:

For one-time shoppers, fast and painless is key. They’re not looking for a relationship - they just want a clean transaction.

Final thoughts

Great eCommerce design isn’t one-size-fits-all. Each shopper type brings their own goals, habits, and expectations. Designing with these characters in mind helps you build an online store that serves (almost) everyone better.

So keep in mind:

If you meet people where they are, you’re not just selling - you’re building an experience they’ll want to return to (even if they didn’t plan to).