Why Is a Generic Shopping Experience Driving Customers Away?

Modern shoppers have grown accustomed to a new level of personalisation — and it’s changing the game.

Platforms like Amazon, Netflix, Spotify, and even food delivery apps have raised the bar. They learn user behaviours, tailor suggestions, and create experiences that feel curated. In fact, 80% of consumers are more likely to purchase from brands that offer personalised experiences.

This goes to show that online shopping is no longer about just showing up online. It’s about making your customers feel like you built the store just for them.

Today’s Shoppers Expect More

The online world has changed. People aren’t just browsing anymore—they’re looking for something that feels smooth, smart, and even enjoyable. In fact, studies show that almost 3 out of 4 shoppers feel annoyed when a website doesn’t show them relevant or personal content.

They expect things like:

• A website that’s easy to use on both mobile and desktop
• Product suggestions that match their interests
• A clear and consistent brand personality
• A fast, smooth, no-fuss shopping journey

When those things are missing, they feel let down—and they often don’t come back.

What Does a “Generic” Experience Look Like?

You’ve probably seen it yourself. Some websites just don’t stand out. They may have nice photos and good products, but the overall feeling is flat.

Here are some signs your site might be too generic:

• Uses a basic template that looks like hundreds of other sites
• The product categories are hard to browse or search
• There’s no storytelling or brand voice—just product, price, and that’s it
• The mobile version is clunky or slow
• No personalised product recommendations
• Cookie-cutter layouts and language
• Irrelevant categories or product listings
• No incentive to explore, engage or buy
• Every shopper gets the same exact experience

The truth is, these types of websites are easy to forget—and if your visitors forget you, they won’t come back.

Ways Generic Experiences Hurt Your Bottom Line

1) Kills conversions

If customers can’t find what they’re looking for quickly, they won’t stick around. A confusing layout, poor navigation, or irrelevant product suggestions make people lose interest fast. They leave your site, and that’s a lost sale.

2) Misses upsell potential

You could be selling more, but only if your site helps people discover more. Without features like “you might also like” or “others also bought,” customers don’t get exposed to extra products. That means lower cart values and fewer chances to boost revenue.

3) Breaks trust

When your website feels like it wasn’t designed for the user, it sends the wrong message. It says, “We don’t really know who you are or what you want.” That lack of personal touch can make customers feel disconnected and less likely to buy.

4) Fails to differentiate your brand

If your site looks and works just like every other online store, what’s going to make someone remember you? A generic experience doesn’t stand out and in a competitive market, blending in is bad news. Personalisation helps your brand feel unique and customer-focused.

5) Slows down the buyer journey

A one-size-fits-all website means every shopper goes through the same long path to purchase. There are no shortcuts, no smart suggestions, no reminders of past activity. That slow journey often leads to abandoned carts or people giving up altogether.

It’s About Psychology, Too

A good shopping experience connects with how people think and feel. It should help guide users, build trust, and make them feel confident about buying from you.

Here’s what that looks like:

• Clear and simple layout: Helps people feel relaxed and in control
• Personalised content: Makes them feel like the site “gets” them
• Little interactive details: Keep people engaged and interested
• Strong branding: Builds trust and confidence

When your website makes customers feel comfortable and understood, they’re much more likely to buy.

What Does a Great Online Store Look Like?

Some brands are absolutely nailing the online shopping experience and there’s a lot we can learn from them. Take The Iconic or Koala, for example. Their websites aren’t just nice to look at — they work.

Here’s what they’re doing right:

• Easy to use, especially on mobile – Clean layouts, simple navigation, and fast-loading pages mean you can shop with ease, wherever you are.
• Helpful features – Think smart filters, product suggestions, live chat, and super smooth checkout processes. These little things make a big difference.
• Clear brand voice and style – From the colours and fonts to the tone of their copy, everything feels consistent and on-brand. It builds trust and makes the site feel professional.
• Built for conversion, not just looks – Every element is designed to guide the user toward a decision. It’s not just pretty but also purposeful.

These kinds of sites don’t just show products — they tell a story. They guide the shopper every step of the way, offer value through smart recommendations, and reflect a brand personality that feels real and relatable.

That’s the kind of experience people remember and return for.

How You Can Improve Your Online Experience

If you’re starting to think your website might be too generic, don’t stress. You don’t need a complete overhaul—but small, smart changes can make a big difference.

Here are a few steps to get things back on track:

1. Check the journey – Where are customers leaving? What feels clunky or confusing?
2. Invest in custom design – A website that fits your brand stands out more
3. Use smart data – Tools like heatmaps or user tracking can show what’s working (and what’s not)
4. Add personal touches – Show different content or products based on who’s visiting
5. Optimise for mobile – Most people shop on their phones now, so make sure your site works perfectly there

Wrap Up

A generic shopping experience doesn’t just blend in—it pushes people away. If your website doesn’t feel special, useful, or engaging, your customers will simply go somewhere else.

Chromatix, a web design agency in Melbourne, has been helping businesses design websites that connect—not just convert. We believe a great online store should speak your brand’s language, make shopping easy, and give every visitor a reason to stay.

Not sure where to start? Book a free call with us and discover powerful ways to improve your website and boost your results