Revenue Uplift with Personalisation

Personalisation in eCommerce refers to tailoring the shopping experience to each individual customer—using data on past purchases, browsing behaviour, real-time interactions and contextual signals to serve relevant offers, content and product recommendations. According to a recent Twilio report, one of the most compelling findings is that brands practising effective personalisation see significant revenue uplift—many report that customers spend more when their experience feels tailored and intuitive.

The mechanics of personalisation start with collecting and analysing first-party data: purchase histories, device usage, engagement patterns, demographic information and real-time signals such as cart abandonment. With the right infrastructure—often a customer data platform (CDP) or integrated marketing automation system—brands can generate dynamic content, product recommendations and onboarding journeys that adapt to customer context. The effect of this strategy is amplified when paired with artificial intelligence and machine learning, which refine personalisation across millions of interactions to spot trends and optimise outcomes.

For eCommerce companies, the importance of personalisation cannot be overstated. When executed well, it leads to higher average order value, improved conversion rates and greater customer lifetime value. Twilio’s 2025 State of Customer Engagement Report found that 65 per cent of Gen Z and 62 per cent of Millennials are more likely to increase spending when brands personalise, compared with 45 per cent of Gen X and only 35 per cent of Boomers.

This research also shows that brands offering personalised experiences drive increased spending and repeat business—features which are particularly vital in an environment where acquisition costs are rising and consumer expectations are evolving. Beyond pure monetisation, personalisation strengthens brand loyalty: customers feel understood, valued and more likely to advocate the brand to others, creating organic growth through word-of-mouth. Brands that deliver consistent, relevant experiences stand out in crowded marketplaces by creating deeper emotional connection, not just transactions.

However, the path to personalisation brings operational challenges. It demands clean, unified data; coherent governance; transparent use of customer information; and a willingness to treat customers as individuals rather than segments. Companies must ensure the personalisation engine works across channels and devices, delivering the right message at the right time in the right context.