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Jun 17, 2025

7min read

From Search to Checkout: 10 Data-Driven E-commerce Trends for 2025

Maddie Ostrander

E-commerce has completely changed the way shoppers interact with their favorite brands.

From the continued rise of mobile commerce to virtual-reality try-on tools and AI customer service, some consumer trends have proven to be evergreen while others fall out of fashion in a season. As e-commerce marketers, it can be hard to know when to chase a trend or stick to being consistent.

To help you better understand the mind of today’s consumers, we’ve broken down 10 key insights for e-commerce from our 2025 global report. Based on feedback from 4,000 consumers across the U.S., U.K., France, Italy, and Australia, this snapshot reveals how people discover new products, engage with AI, make purchase decisions, and much more.

1. Google Search is the first place for discovery

When it comes to starting an online shopping journey, Google Search is still king. Nearly two-thirds (63%) of global shoppers begin their hunt for a new product or service with a Google search.

This underscores the ongoing importance of SEO for e-commerce brands. If your product pages aren’t optimized, you risk missing out on a massive audience at the very first step of their journey.

2. Mobile takes over, but desktop still matters

By the end of 2024, smartphones accounted for nearly 80% of global retail site traffic and over two-thirds of online orders. Mobile is now the primary device for browsing and purchasing in categories like clothing, cosmetics, and entertainment.

However, desktop still plays a significant role in sectors such as travel and utilities, especially among older generations. Brands should continue to prioritize mobile-first design, but not neglect the desktop experience—especially for high-consideration purchases.

3. Millennials vs. Gen Z: Mobile app habits

Generational differences are shaping the future of e-commerce. For Gen Z, mobile apps are the second most popular starting point for shopping (48%), just behind Google. Millennials, on the other hand, split their preference between apps and brand websites (both at 35%). This means younger shoppers are more likely to use apps for discovery, while Millennials are equally comfortable with apps and direct website visits.

Brands need more than just a mobile presence to capture Gen Z’s attention. They need apps built for exploration, speed, and flexibility. With Feature Experimentation and Rollouts from AB Tasty, teams can continuously test and optimize in-app experiences without a full redeploy, ensuring their app evolves alongside user expectations.

4. Comparison shoppers lead the pack

Not all online shoppers are the same. Our research found that the most common shopper persona is “comparison-oriented”—30% of respondents compare multiple products before making a purchase. Only 11% identify as “speedy” shoppers who want to check out as quickly as possible. The rest fall somewhere in between, with 21% being “review-oriented,” 20% “confident,” and 18% “detail-oriented.” This diversity highlights the need for flexible site experiences that cater to different decision-making styles.

If one size doesn’t fit all, then understanding your audience is the first step to building experiences that truly convert.

5. Reviews are more influential than discounts or brand names

When it comes to influencing purchase decisions, high-quality reviews top the list globally. Shoppers trust peer validation more than discounts, convenience, or even brand names. Written testimonials and customer photos are especially valued, providing the authenticity and detail shoppers crave.

Make sure your reviews are visible, filterable, and packed with real customer insights to boost trust and conversions.

E-commerce moves fast. Get the insights that help you move faster. Download the 2025 report now.

GET THE REPORT

6. The pop-up problem hurting conversions

Think you’re converting more by hitting new visitors with an email sign-up pop-up right away? Think again.

Too many pop-ups are the number one frustration for online shoppers worldwide, followed closely by slow-loading websites and difficulty finding products. While pop-ups can be effective for capturing leads or promoting offers, overuse can drive customers away. Use them strategically and ensure your site is fast and easy to navigate to keep shoppers engaged.

7. Loyalty is the key to better personalization

Personalization is more than just a buzzword—it’s a key driver of customer satisfaction and loyalty. The top way to make online shopping feel more personal, according to 35% of respondents, is by rewarding brand loyalty. Remembering preferences and suggesting relevant products also rank highly.

Brands that recognize and reward repeat customers with exclusive perks or early access to new products can turn shoppers into advocates.

8. AI adoption is growing, especially among younger shoppers

AI-powered tools like chatbots and virtual assistants are gaining traction, but there’s still room for improvement. Just under a quarter (23%) of shoppers have used AI tools and found them helpful, while 32% haven’t tried them but are open to it. Younger generations are more receptive: 32% of Gen Z and 30% of Millennials found AI tools helpful, compared to just 13% of Baby Boomers.

To win over skeptics, brands need to ensure AI support is fast, relevant, and seamlessly integrated with human assistance.

9. Shoppers just want frictionless experiences

When asked what would most improve their online shopping experience, the top answer was simple: removing frustrations like pop-ups, bugs, and broken pages. Tracking shipping, improving product search, and speeding up the shopping process were also highly valued.

Before investing in flashy features, brands should focus on getting the basics right—smooth, intuitive journeys are what keep customers coming back.

10. The gap between personalization and perception

Personalization is supposed to make shoppers feel seen—but only 1 in 10 consumers say their favorite brands truly “get” them. In fact, the most common answer was “somewhat,” as 39% of respondents said the messages and offers they receive are hit or miss. Another 34% said brands mostly deliver relevant content, but not always. For the majority, the digital experience feels inconsistent.

When personalization doesn’t land, it can come off as surface-level or even off-putting. The takeaway? Personalization isn’t just about using data—it’s about using it meaningfully, so relevance feels intentional, not accidental.

Conclusion

The bar for digital shopping experiences keeps rising, and today’s consumers are quicker than ever to click away when expectations aren’t met.

From discovery to checkout, each step in the customer journey has the potential to shape customer loyalty and long-term value. Our 2025 E-commerce Consumer report dives even deeper into generational trends, regional differences, and actionable strategies for optimizing your digital experience.

Ready to future-proof your e-commerce strategy? Download our report “Decoding Online Shopping: Consumer Trends for E-commerce in 2025” now.

GET THE FULL REPORT

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Jun 13, 2025

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Click Happens: Smarter Digital Experiences for 2025

Kate Feng

With acquisition costs rising and consumer patience shrinking, the pressure is on: every digital experience has to work harder. That was the key message in our recent webinar with Contentsquare: Optimizing Digital Experiences: Strategies from AB Tasty & Contentsquare.

In the session, John Hughes from AB Tasty and Evan Wells from Contentsquare unpacked key findings from AB Tasty’s 2025 Consumer Trends Report and Contentsquare’s 2025 Benchmark Report, revealing what it really takes to deliver faster, smarter, more cost-effective customer journeys in 2025.

Here’s a quick breakdown of the top takeaways.

1. The Rising Cost of Digital Experiences

Traffic is getting more expensive and more competitive.

Organic traffic is down by 5.7%.
Paid traffic now makes up 39% of visits.

More worrying? Overall traffic is down 3.3%, even as ad spend rises by 13.2%. Consumers are migrating toward closed ecosystems like TikTok, and search engine changes are squeezing unpaid visibility.

“If someone does land on your site,” said Evan, “you can’t afford to lose them to a clunky experience.”

2. Earning Loyalty

Retention is getting tougher and more expensive:

30-day retention is down 7%
Bounce rates for returning paid traffic are rising
Brands are spending more to re-acquire the same users

But here’s the good news: Sites with the highest retention also had:

High retention rate of digital experiences

Retention isn’t about loyalty programs anymore. It’s about immediate value:

If the first experience isn’t seamless, fast, and relevant, there might not be a second chance.

As John pointed out:

“Customers are overwhelmed. Consent banners, pop-ups, chatbots… all stacked on each other. The more you push, the more they bounce.”

3. Personalization = Relevance

Our 2025 Consumer Trends research confirms it: Shoppers now expect relevance, not just recognition. What moves the needle?

Personalized shopping experience factors

“It’s not just about product recs. It’s about respect. Show people you’re paying attention, and they’ll come back.” – John

At AB Tasty, we’ve taken personalization beyond demographics into emotional and behavioral segmentation.

With EmotionsAI, brands can now tailor experiences based on what really motivates visitors:

Safety Seekers: need reassurance (trust signals, easy returns)
Fast-Trackers: want speed (minimal steps to checkout)
Community-Driven: respond to peer validation (“others bought this”)
Comfort Seekers: look for clarity and low friction

These insights can shape everything from PDP content to CTA language. And best of all? It’s not guesswork, it’s behavior-based.

4. Attention Is Dropping – Especially for New Visitors

Consumers are seeing less of your site, unless you’re earning their attention.

From Contentsquare:

Overall site consumption (time, scroll rate, pages viewed) is down 6.5%
Returning visitors consume 19% more pages and spend one minute longer on site than new visitors
More landing pages are now product pages, not homepages

This shift reinforces something we’ve known for a while: homepages are branding, product pages are business. If you want to improve conversion, that’s where you optimize.

5. AI: The Secret Weapon to Optimize Digital Experiences

Both AB Tasty and Contentsquare are embracing AI to help marketers do more with less:

At AB Tasty:

Our AI Copilot helps teams quickly generate test ideas, reword content, promote blocks, or personalize experiences with natural language prompts.

At Contentsquare:

Chat with Sense makes it easy to explore analytics in plain English

The goal? Speed up insight, scale up experimentation, and automate repetitive tasks – without sacrificing control.

6. Experiment Often, Act Fast

The most successful teams aren’t just collecting data. They’re closing the loop:

1. Contentsquare shows what’s broken

2. AB Tasty helps you test, fix, and personalize

3. AI helps you move faster, with less effort

Whether it’s launching 1:1 recommendations, fixing high-friction journeys, or adapting content to emotional profiles, the brands that win in 2025 are those that act quickly and optimize constantly.

Key Takeaways

In 2025, optimizing digital experiences isn’t just a nice-to-have – it’s a survival strategy. With rising acquisition costs and falling attention spans, brands need to ensure every visit delivers real value. That means fixing friction fast, personalizing with emotional and behavioral insight, and using AI to move from insight to action at speed. Retention now begins with the first impression, and product pages, not homepages, are where real conversions happen.

The brands that will win are those that test often, personalize with purpose, and close the loop between data and decision-making.

Want More?

Explore the 2025 Consumer Trends Report by AB Tasty.

Check out the 2025 Benchmark Report by Contentsquare.

Watch the full webinar here:

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May 23, 2025

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A Practical Guide to the European Accessibility Act

Thomas Hein

This guest blog on the European Accessibility Act is written by Dr. Thomas Hein, Head of Digital Inclusion at Arc Inclusion and Head of Customer Research at REO Digital. With a background in decision-making psychology and over a decade of experience, Thomas helps organisations embed accessibility and user insight into their design systems, development workflows, and leadership practices. He’s worked across sectors including finance, retail, utilities, and healthcare, and is known for making accessibility and UX practical, evidence-based, and commercially relevant.

Arc Inclusion is a consultancy that partners with organisations to build inclusive digital products and services — combining accessibility expertise with deep design and delivery know-how.

REO Digital is a user research and service design agency that helps teams deliver digital services grounded in real user needs — ensuring they are not only usable but inclusive by design.

In this blog, Thomas shares practical guidance on navigating one of the biggest shifts in digital accessibility policy to date: the European Accessibility Act.

The countdown is on: by 28 June 2025, the European Accessibility Act (EAA) will come into full effect across the EU. For organisations offering digital products and services, it marks a decisive shift. No longer optional, accessibility will become a legal requirement for doing business in Europe. Yet for many, the specifics remain unclear — and misconceptions are rife.

1. Why the European Accessibility Act Matters — and Who Can’t Afford to Ignore It

The European Accessibility Act is an EU directive designed to harmonise accessibility requirements across member states. It covers both physical and digital goods and services — from banking apps to e-commerce platforms, transport ticketing systems to e-books — and aims to ensure that people with disabilities can use and interact with them on equal terms.

But it doesn’t stop at EU-based companies. If your business sells to EU customers, the EAA applies to you, even if you’re based in the UK or elsewhere. Whether you’re an online retailer shipping to Berlin, a banking app available in Madrid, or a ticketing platform used in Paris — the legislation counts.

Failing to comply could mean more than a slap on the wrist. Each EU country has the power to set and enforce its own penalties. That means fines can pile up — ranging from €5,000 to €500,000 depending on the market — and, in some cases, your product could be banned from sale altogether.

And if you’re trying to secure public sector contracts — or selling into other businesses as a B2B supplier or SaaS provider — forget it: non-compliance is a non-starter.

More and more organisations, not just governments, are embedding accessibility requirements into procurement processes, meaning your product won’t even make it onto the shortlist without meeting the EAA.

2. Think WCAG Is Enough? Think Again.

To understand what the EAA demands, it’s important to get clear on two key standards:

WCAG (Web Content Accessibility Guidelines) is a globally recognised framework developed by the W3C. It outlines best practices for making web content more accessible to people with disabilities — covering things like text alternatives, keyboard navigation, and colour contrast. It’s a strong foundation for digital accessibility, but it’s not a law.
EN 301 549 is the official European standard for accessibility of ICT (Information and Communication Technologies) products and services — including websites, apps, documents, software, and hardware. It references WCAG, but also goes beyond it to cover additional requirements such as assistive tech compatibility, non-web software, hardware interfaces, and support services. EN 301 549 is the technical benchmark the EAA uses to define compliance.

Here’s where things get tricky — and where many agencies, consultancies, and suppliers get it wrong.

Some will tell you that WCAG 2.2 AA compliance is all you need to meet the EAA’s requirements. But that’s a dangerously oversimplified take.

Let’s break it down with a metaphor:

Think of building an accessible digital product like organising a music concert.

WCAG is your production handbook — it helps you plan things like lighting, stage layout, and how to ensure clear signage and smooth crowd flow. It’s full of best practices, but it’s not the law.
EN 301 549 is the venue inspection checklist — it’s what the safety inspectors go through to ensure things like accessible seating, fire exits, and hearing loop systems are in place. It’s technical and detailed, and helps you prove you’re meeting the requirements.
The European Accessibility Act (EAA) is the legal permit to run the show — no matter how good the performance is, if the venue isn’t accessible to disabled fans, the event can be cancelled, fined, or banned from future bookings.

You can plan with the best of intentions, but if wheelchair users can’t get to their seats, or if blind fans can’t navigate the ticketing system, it’s not just a bad experience — it’s a legal failure.

Accessible experiences aren’t just about following a checklist. They’re about making sure everyone gets to enjoy the show.

Importantly, following WCAG alone won’t make you compliant. Using overlays will make things worse. And automated tools alone are unlikely to even get you close.

If your vendor says otherwise, be wary. Either they don’t understand the EAA or they’re trying to sell you an easy fix that doesn’t deliver. The risk? Your organisation spends money on remediation — and still faces penalties, brand damage, and restricted access to EU markets.

3. How to Prepare for European Accessibility Act Compliance: Key Steps for 2025

The truth is, we’re basically almost there! While 2025 might have felt far off, the truth is that compliance isn’t a one-off task. It’s a journey (an Arc, a story) — and one that requires technical, organisational, and sometimes cultural change.

Here are the key steps every business should be considering now:

1. Audit Beyond WCAG

Start with a comprehensive audit — but make sure it goes beyond WCAG. Check content, functionality, and code against EN 301 549. This includes things like voice control support, modifiable captions, multi-channel ICT and hardware like public terminals, and accessible customer support channels.

2. Check Your Entire Ecosystem

Accessibility isn’t just about websites. If you provide a mobile app, self-service kiosk, e-book, or even real-time transport updates — you’re likely within the EAA’s scope.

European Accessibility Act Compliance: Mobile

3. Map Internal Capabilities

Do your teams have the knowledge and skills to implement accessibility best practices? If not, now’s the time to train developers, designers, and product teams. Ensure that accessibility is baked into your sprints, not bolted on later.

4. Update Procurement & Partnerships

If you rely on vendors or third parties for platforms, customer service tools, or payment infrastructure, check their compliance too. You are responsible for what your customers experience, even if a supplier built it.

5. Review and Retest

Accessibility isn’t static. Conduct regular user testing — ideally with disabled users who use assistive technologies — to catch issues that automated tools miss. Screen reader compatibility, captions, contrast, and keyboard access should all be part of your checklist. And don’t stop at audits — experiment. Try small changes, test them, and see what actually improves the experience. Tools like AB Tasty make it easier to run inclusive A/B tests and make sure your updates work for everyone.

4. Compliance Is Just the Start — Accessibility Is a Business Superpower

It’s easy to see the EAA as just a legal hurdle — but accessibility is a strategic advantage, not a sunk cost. It’s a long-term investment in growth, resilience, and relevance: here’s why:

Inclusive design broadens your market — especially in Europe, where over 135 million people live with disabilities and millions more experience temporary, age-related, or situational impairments.
Accessibility also improves usability for everyone, enhances brand reputation, and drives innovation (think captions, voice interfaces, dark mode — all born from accessibility).
Demonstrating a commitment to inclusion and equity builds brand trust and aligns your brand with modern values.
Customers increasingly expect inclusive digital experiences, and organisations that lead in this space enjoy stronger loyalty, better SEO, and increased conversions.
Accessibility reduces legal and reputational risk — but more than that, it’s simply good business.

In the race toward compliance, those who see accessibility as an enabler, not a burden, will pull ahead.

Final Thought

The European Accessibility Act isn’t just about avoiding fines — it’s about recognising that inclusive design is better design. The businesses that succeed won’t just be those that hit the compliance deadline, but those that embed accessibility into their core values, the way they work, and their working culture.

If your teams are overwhelmed or don’t know where to start, don’t fall for quick fixes or checkbox audits. The right partner will help you build lasting capabilities — and a digital experience that works for everyone.

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Your Domain, Your Rules: Domain Delegation by AB Tasty

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May 21, 2025

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Your Domain, Your Rules: Domain Delegation by AB Tasty

AB Tasty

In an era where privacy regulations tighten, browser restrictions escalate, and trust is hard-won, brands need more than great ideas to drive their digital experiments — they need full control over how their technologies behave.

That’s why AB Tasty is proud to introduce Domain Delegation, a groundbreaking feature designed to place independence, performance, and compliance at the heart of your experimentation strategy.

Why Domain Delegation changes the game

The digital landscape is constantly shifting at a fast pace. With evolving browser privacy policies (like ITP and ETP), widespread ad blockers, and stricter data regulations, third-party scripts are increasingly vulnerable — slowing down your site, triggering blockers, or worse, being outright rejected.

For enterprises operating under rigorous security standards, these challenges can make it nearly impossible to deploy tools like AB Tasty efficiently.

That’s where Domain Delegation steps in.

This powerful new feature allows you to serve the AB Tasty tag from a custom subdomain you control (e.g., abt.yourdomain.com), while AB Tasty takes care of the heavy lifting behind the scenes.

What you can do with Domain Delegation

Host the AB Tasty tag on your own subdomain (e.g., abt.brand.com)
Easily delegate DNS management to AB Tasty through an intuitive guided setup
Bypass blockers, improve load speed, and boost reliability
Deliver the tag under your own brand, reinforcing trust and compliance
Minimal technical effort, fully managed from the AB Tasty interface

What’s in It for You

✅ Higher tag reliability
⚡ Better site performance & Core Web Vitals
🔐 Stronger data governance & security posture
🤝 More brand trust with white-labeled tag delivery

Who benefits the most?

Highly regulated industries: Finance, healthcare, government
Privacy-first brands: Total data flow ownership
Tech teams optimizing performance and autonomy
Any organization battling browser or ad blockers

Why Now?

Privacy restrictions aren’t going away. Ad blockers aren’t easing up.
With Domain Delegation, AB Tasty empowers you to take back control over your experimentation stack — ensuring you stay compliant, performant, and trusted.

This isn’t just a technical feature.
It’s a strategic foundation for the next era of digital experimentation.

How It Works

Define your subdomain (e.g., abt.mybrand.com)
Follow the easy delegation flow in AB Tasty’s interface
Let us handle the rest (provisioning, certificates, delivery)

Your tag. Your domain. All powered by AB Tasty.

Domain Delegation Availability

Interested in Domain Delegation? Contact your AB Tasty Customer Success Manager to get started.

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Feedback Copilot: Turn The Customer Voice Into Action in Seconds with AI

AB Tasty

Every insight starts with a story, and every story deserves to be heard. But when your NPS® or CSAT campaigns generate thousands of responses, how do you turn all that feedback into real action, fast?

That’s why we created Feedback Copilot, the AI-powered assistant that transforms your NPS® or CSAT campaigns into actionable intelligence – instantly.

The problem collecting feedback: Too many voices, not enough time

Let’s face it: analyzing feedback is a nightmare. Even when users leave valuable insights in NPS campaigns, the manual work required to analyze hundreds (or thousands) of verbatim responses can paralyze teams. One client told us:

“We received 5,000 verbatim responses. That’s two weeks of manual work.”

And because it’s so time-consuming, teams either:

Underutilize feedback tools like NPS/CSAT
Or don’t act on the insights at all

The solution to overwhelming feedback? Feedback Copilot

Feedback Copilot was born from this pain point – combining the best of AI with our all-in-one experimentation platform. It’s available for free within AB Tasty, and automatically activated for NPS/CSAT campaigns with over 100 responses.

What our Feedback Copilot does:

Segments feedback by sentiment: Instantly separates positive and negative comments based on campaign scores.
Clusters similar comments into key themes: Groups feedback into topics like “price,” “delivery,” or “UX.”
Summarizes each theme: Provides a short description, confidence score, and sample comments for every theme.
Highlights what matters most: Surfaces the top 3 positive and top 3 negative drivers of satisfaction.
Exports labeled feedback: Download results for use in Excel, PowerPoint, and more.

And it does all this while respecting data privacy, using a self-hosted model (Hugging Face) instead of sending sensitive content to third-party LLMs.

What makes our Feedback Copilot unique?

Instant categorization of massive feedback volumes
Quantification of qualitative input – finally, your verbatim responses have numbers to back them
Integrated NPS/CSAT in your test workflows – measure why something works, not just if it does
Enterprise-grade privacy: Comments stay on AB Tasty’s infrastructure

Who benefits from Feedback Copilot?

CROs & Product Managers: Prioritize optimizations based on real user pain points.
UX & Research Teams: Detect trends and go beyond basic survey stats.
Marketing & Customer Success: Understand friction points before and after launches.

What’s next?

Early adopters already report major productivity gains – and they’re asking for more:

Direct A/B test ideas from negative themes
Verbatim-based segmentation for campaign targeting
Improved theme granularity for enterprise-scale campaigns

We’re just getting started. Feedback Copilot is not just a feature – it’s your co-pilot in delivering better, faster, and more human-centered product decisions.

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Test, Dress, Impress: Top Fashion Consumer Trends 2025

Kate Feng

Forget traditional shopping journeys, today’s fashion consumers are rewriting the rules! Our 2025 Fashion Consumer Trends report reveals the shifts in how consumers discover, decide, and commit to fashion brands today.

Introduction

In a recent webinar, 3 experimentation leaders came together to unpack the latest consumer trends shaping the fashion industry. The conversation brought together Ben Labay, CEO of Speero, Jonny Longden, Speero’s Chief Growth Officer, and Mary Kate Cash, Head of Growth Marketing for North America at AB Tasty. They shared valuable insights from AB Tasty’s recent global fashion consumer survey, highlighting what drives inspiration, conversion, and retention in today’s fast-evolving fashion landscape.

Social Media is Changing the Game

Traditional search engines remain the top channel for fashion discovery, followed by direct website visits, Google Shopping, and Social Media ads. However, the differences between these top four channels are shrinking year over year, with social media rapidly gaining ground, especially among Gen Z consumers, where 60% of survey respondents highlighted Social Media ads as their preferred avenue to finding new products. Jonny predicts this trend will expand across all age groups.

“Social and fashion just go so hand in hand. The big change that’s happened with social is that fashion itself has become more rapid in the way it changes, and so it’s really driving different consumer behaviour.”

Jonny Longden, Chief Growth Officer at Speero

Different Channels, Different Mindsets

People use search when they know what they want. Social media, on the other hand, encourages experimentation. As Ben pointed out, shoppers arriving from social media are often inspired to try new styles or connect with communities, engaging in “social shopping” and not just focusing on finding a specific product. This opens the door for more tailored experiences based on where customers are coming from and what type of inspiration they’re seeking.

What the Fashion Consumer Trends 2025 Tell Us About Expectations

Reward Loyalty in Meaningful Ways – When asked how brands could make customers’ experiences more personal, the top answer was clear: rewarding brand loyalty. Discounts, early access, or perks for repeat buyers make shoppers feel seen and increase the chances of account creation and repeat visits.

Jonny pointed out that “the really interesting tension in this whole industry at the moment is the difference between what is the right thing to do and what is the profitable thing to do. about finding that balance is experimentation in the broadest sense of the word.”

Make Recommendations That Actually Fit – Consumers want relevant suggestions that go beyond basic personalization. Jonny compared it to having a personal stylist: a brand should know both the customer and the market, understanding trends and styles while matching these to individual preferences.

What Actually Drives Conversions

When it comes to converting browsers into buyers, shoppers across generations are surprisingly aligned.

Product quality leads the way across all age groups and regions. Shoppers are still willing to pay for craftsmanship, comfort, and durability, even in a price-sensitive market.

Discounts come next, but the strategy matters. Overuse can cheapen brand perception. As Jonny put it: “Fashion, especially the lower price point fashion has ended up in a kind of race to the bottom where discounting is the way to compete. […] and a lot of consumers wouldn’t consider paying full price. The challenge is how to be careful with the commerciality of discounting.”

Sizing and fit clarity also ranks high, especially in fashion, where hesitation often comes from uncertainty about how something will feel or look. Ben noted that some major retailers are tackling this head-on, investing heavily in tools to improve sizing and try-on experiences.

For Gen Z, high-quality reviews and transparency around production methods, sustainability, and pricing are big drivers. Ben shared tactical approaches to transparency on product detail pages, like using engaging CTAs such as “Do you want to know a secret?” to reveal value props related to sustainability and ethical production.

Why Shoppers Abandon Carts

Cart abandonment remains a major friction point, and two reasons dominate globally:

Not ready to buy – Many shoppers use the cart to explore shipping, delivery timeframes, or total cost before making a decision. Jonny explained it simply: “People use the checkout of an ecommerce website just to see what’s gonna happen. […] When’s it gonna be delivered? What are the delivery options? How much is delivery gonna cost?
Payment Methods not being accepted – This came in a close second, showing how overlooked payment flexibility still is. Buy-now-pay-later options like Klarna may move the needle, especially in fashion, where customers often purchase multiple sizes with the intention of returning some items. Jonny emphasized that payment method testing is one of the best arguments for AB testing and experimentation, as the “best practice” of offering many payment options doesn’t always lead to better conversion.

Retention: Loyalty Built on Familiarity

Finally, we explored what drives customers to create accounts with fashion brands, buy products from them, and what motivates them to stick around.

Loyalty Rewards Drive Engagement – Globally, the top reason for account creation is earning loyalty points, especially among Gen Z and Millennials. Discounts and sale updates follow closely behind.

Balancing Novelty and Trust – Shoppers crave both newness and familiarity: new products ranked highest in driving retention, but previously purchased items and trusted brands followed close behind. This balance is key to keeping customers engaged long-term.

Jonny raised an interesting point: a lot of loyalty programs end up rewarding people who would have come back anyway. Mary Kate added that tools like segmentation can help brands tell the difference between genuinely loyal customers and those just passing through, making it easier to design rewards that actually make an impact.

While conventional wisdom discourages forced account creation, Ben challenged this assumption, arguing it can work when paired with compelling promotions or rewards, especially in social ads. “Social ads that inspire and combine short-term promotions, rewards, and discounts are increasingly leading into forced account creation sequences.”

Conclusion

As shown in our 2025 Fashion Consumer Trends report, the e-commerce fashion industry is evolving, along with consumer expectations. To remain competitive, brands must go beyond simply selling products. They must deliver seamless, personalized shopping experiences that speak directly to the modern shopper’s needs.

This is where experimentation becomes a critical advantage. The most successful brands are those willing to test assumptions about everything from product discovery and presentation to payment options, loyalty strategies, and the evolving role of social commerce. Experience optimization is no longer a nice-to-have. It’s the foundation for building trust, loyalty, and long-term growth in the fast-moving world of online fashion.

Want a deeper dive? Watch the full webinar below to hear expert insights and practical strategies shaping the future of fashion commerce.

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May 6, 2025

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Minimal Detectable Effect: The Essential Ally for Your A/B Tests

Hubert Wassner

In CRO (Conversion Rate Optimization), a common dilemma is not knowing what to do with a test that shows a small and non-significant gain.

Should we declare it a “loser” and move on? Or should we collect more data in the hope that it will reach the set significance threshold?

Unfortunately, we often make the wrong choice, influenced by what is called the “sunk cost fallacy.” We have already put so much energy into creating this test and waited so long for the results that we don’t want to stop without getting something out of this work.

However, CRO’s very essence is experimentation, which means accepting that some experiments will yield nothing. Yet, some of these failures could be avoided before even starting, thanks to a statistical concept: the MDE (Minimal Detectable Effect), which we will explore together.

MDE: The Minimal Detectable Threshold

In statistical testing, samples have always been valuable, perhaps even more so in surveys than in CRO. Indeed, conducting interviews to survey people is much more complex and costly than setting up an A/B test on a website. Statisticians have therefore created formulas that link the main parameters of an experiment for planning purposes:

The number of samples (or visitors) per variation
The baseline conversion rate
The magnitude of the effect we hope to observe

This allows us to estimate the cost of collecting samples. The problem is that, among these three parameters, only one is known: the baseline conversion rate.

We don’t really know the number of visitors we’ll send per variation. It depends on how much time we allocate to data collection for this test, and ideally, we want it to be as short as possible.

Finally, the conversion gain we will observe at the end of the experiment is certainly the biggest unknown, since that’s precisely what we’re trying to determine.

So, how do we proceed with so many unknowns? The solution is to estimate what we can using historical data. For the others, we create several possible scenarios:

The number of visitors can be estimated from past traffic, and we can make projections in weekly blocks.
The conversion rate can also be estimated from past data.
For each scenario configuration from the previous parameters, we can calculate the minimal conversion gains (MDE) needed to reach the significance threshold.

For example, with traffic of 50,000 visitors and a conversion rate of 3% (measured over 14 days), here’s what we get:

The horizontal axis indicates the number of days.
The vertical axis indicates the MDE corresponding to the number of days.

The leftmost point of the curve tells us that if we achieve a 10% conversion gain after 14 days, then this test will be a winner, as this gain can be considered significant. Typically, it will have a 95% chance of being better than the original. If we think the change we made in the variation has a chance of improving conversion by ~10% (or more), then this test is worth running, and we can hope for a significant result in 14 days.

On the other hand, if the change is minor and the expected gain is less than 10%, then 14 days will not be enough. To find out more, we move the curve’s slider to the right. This corresponds to adding days to the experiment’s duration, and we then see how the MDE evolves. Naturally, the MDE curve decreases: the more data we collect, the more sensitive the test becomes to smaller effects.

For example, by adding another week, making it a 21-day experiment, we see that the MDE drops to 8.31%. Is that sufficient? If so, we can validate the decision to create this experiment.

If not, we continue to explore the curve until we find a value that matches our objective. Continuing along the curve, we see that a gain of about 5.44% would require waiting 49 days.

That’s the time needed to collect enough data to declare this gain significant. If that’s too long for your planning, you’ll probably decide to run a more ambitious test to hope for a bigger gain, or simply not do this test and use the traffic for another experiment. This will prevent you from ending up in the situation described at the beginning of this article, where you waste time and energy on an experiment doomed to fail.

From MDE to MCE

Another approach to MDE is to see it as MCE: Minimum Caring Effect.

This doesn’t change the methodology except for the meaning you give to the definition of your test’s minimal sensitivity threshold. So far, we’ve considered it as an estimate of the effect the variation could produce. But it can also be interesting to consider the minimal sensitivity based on its operational relevance: the MCE.

For example, imagine you can quantify the development and deployment costs of the variation and compare it to the conversion gain over a year. You could then say that an increase in the conversion rate of less than 6% would take more than a year to cover the implementation costs. So, even if you have enough traffic for a 6% gain to be significant, it may not have operational value, in which case it’s pointless to run the experiment beyond the duration corresponding to that 6%.

In our case, we can therefore conclude that it’s pointless to go beyond 42 days of experimentation because beyond that duration, if the measured gain isn’t significant, it means the real gain is necessarily less than 6% and thus has no operational value for you.

Conclusion

AB Tasty’s MDE calculator feature will allow you to know the sensitivity of your experimental protocol based on its duration. It’s a valuable aid when planning your test roadmap. This will allow you to make the best use of your traffic and resources.

Looking for a free and minimalistic MDE calculator to try? Check out our free Minimal Detectable Effect calculator here.

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Apr 30, 2025

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How We Made AB Tasty’s Feature Experimentation SDK OpenFeature-Compatible — And Even Easier to Adopt

Julie Dumont

Why We Chose to Adopt OpenFeature

At AB Tasty, we believe a great product experience starts with smooth feature delivery and personalization. Our Feature Experimentation SDK empowers tech teams to control feature rollout and tailor interfaces to each visitor.

But in today’s complex, fast-moving ecosystems, interoperability is key. That’s where OpenFeature comes in.

What is OpenFeature?

OpenFeature is an open-source specification that defines a standardized API for feature flag management. It lets developers manage feature flags consistently across tools and platforms.

Why it matters:

Interoperability: A unified API across providers.
No vendor lock-in: Switch tools without rewriting business logic.
Thriving community: Backed by CNCF and designed for cloud-native development.

What We Built: The Official AB Tasty OpenFeature Provider

To ensure our SDK plays well with OpenFeature, we created an official provider:
@flagship.io/openfeature-provider-js

You can now use our feature flags in any OpenFeature-compliant setup, like this simple Node.js example:


JavaSvript
const express = require("express");
const { ABTastyProvider } = require("@flagship.io/openfeature-provider-js");
const { OpenFeature } = require("@openfeature/server-sdk");

const app = express();
app.use(express.json());

const provider = new ABTastyProvider("<ENV_ID>", "<API_KEY>");
await OpenFeature.setProviderAndWait(provider);

app.get("/item", async (req, res) => {
  const evaluationContext = {
    targetingKey: "visitor-id",
    fs_is_vip: true,
  };

  OpenFeature.setContext(evaluationContext);
  const client = OpenFeature.getClient();

  const fsEnableDiscount = await client.getBooleanValue("fs_enable_discount", false, evaluationContext);
  const fsAddToCartBtnColor = await client.getStringValue("fs_add_to_cart_btn_color", "blue", evaluationContext);

  res.json({
    product: {
      name: "AB Tasty Feature Experimentation T-shirt",
      price: 20,
      discountEnabled: fsEnableDiscount,
      btnColor: fsAddToCartBtnColor,
    },
  });
});

app.listen(3000, () => console.log("Server running on port 3000"));

Even Smarter: Our Built-In Codebase Analyzer

We’ve made onboarding even easier. Our CLI tool, which is also bundled with the AB Tasty VSCode Extension, includes a powerful codebase analyzer.

What it does:

Scans your codebase
Detects flags and usage from other providers (e.g., Optimizely, Kameleoon, etc.)
Identifies if you’re already using OpenFeature
Automatically generates corresponding flags in Flagship

Example: Already using OpenFeature with a competitor? Just plug in our CLI, and AB Tasty will detect your flags and preconfigure them for you — saving you hours of manual setup.

What This Means for You

By supporting OpenFeature, we offer:

Faster integration with your current stack
Greater flexibility in your feature flag strategy
Portability across cloud platforms
Alignment with open, modern dev practices

Quick Integration Guide

1. Install dependencies


Shell
npm install @openfeature/server-sdk
npm install @flagship.io/openfeature-provider-js

2. Initialize the provider


JavaScript
const { ABTastyProvider } = require("@flagship.io/openfeature-provider-js");
const { OpenFeature } = require("@openfeature/server-sdk");

const provider = new ABTastyProvider("<ENV_ID>", "<API_KEY>");
await OpenFeature.setProviderAndWait(provider);

3. Define the evaluation context


JavaScript
const evaluationContext = {
  targetingKey: "visitor-id",
  fs_is_vip: true,
};

OpenFeature.setContext(evaluationContext);

4. Evaluate your flags


JavaScript
const client = OpenFeature.getClient();

const fsEnableDiscount = await client.getBooleanValue(
  "fs_enable_discount",
  false,
  evaluationContext
);

const fsAddToCartBtnColor = await client.getStringValue(
  "fs_add_to_cart_btn_color",
  "blue",
  evaluationContext
);

Want to Learn More?

Check out these resources for more information about Feature Experimentation and OpenFeature.

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Understanding the Impact of Tariffs on E-Commerce Pricing Elasticity

Edoardo Aliprandi

This is a guest article written by Edoardo Aliprandi from our partners at Converteo on the effect of US tariff hikes in both the US and Europe. Edoardo is a lead data pricing manager analytics engineer with a background in economics and has given us a guide as to how the threat of new tariffs will impact e-commerce websites, the economy, and price-elasticity.

Entering turbulence and historical precedents

One April morning, standing behind a bed of tulips in the White House garden, Donald Trump unveiled his chart for international trade to a global audience: to sell in America, thou shalt pay tariffs. Very soon, the golden calf took a hit: the bull market, already faltering for weeks, completely collapsed. Since April 2, major stock indices have been in free fall, casting a shadow of uncertainty over the global economic outlook. Price stability—barely recovering from post-Covid turbulence—is once again being tested. This political bombshell and the market turmoil it triggered is reminiscent of the first oil shock of 1973. In the aftermath of the Yom Kippur War, amid declining U.S. oil reserves, OPEC imposed an oil embargo on Western economies, causing oil prices to skyrocket by 70%. The deeper reason? To strengthen their geopolitical standing and wield powerful bargaining leverage—a logic not unlike today’s White House. The outcome is well-known: stalled growth, rising inflation and unemployment… in a word, stagflation, which defined the 1970s as much as ABBA’s greatest hits.

Since then Trump has backtracked, offering a 90-day reprieve for most countries except China, but it’s not exactly clear where anyone stands. While financial markets breathed a sigh of relief—though it remains to be seen whether this marks a true recovery or just a “dead cat bounce”—uncertainty continues to hang over the economic outlook and supply chains of American and European companies. This article explores a scenario in which the United States continues to use tariffs as a geopolitical weapon, along with the economic implications and pricing strategy consequences for businesses.

If tariff hikes are sustained, companies will need to adjust to a new paradigm: rising input costs, lost markets, and the emergence of new ones—forcing a shift in strategies and pricing to reflect these new realities.

Supply and demand shocks: pricing implications

By simulating the behavior of economic agents—businesses and consumers—the Aggregate Supply–Aggregate Demand (AS-AD) macroeconomic model helps estimate the impact of such shocks on activity and prices. It is based on two core principles:

All else equal, companies seek to maximize margins and will try to increase sales as the price index rises. Supply is thus positively correlated with the price index.

Consumers’ real income and savings fall as prices rise, making them feel poorer and less inclined to spend (Pigou effect). Demand is thus negatively correlated with the price index.

In simple terms, two curves intersect at equilibrium (Figure 1), defining an equilibrium price and output. So, what would be the impact of a shock—like a tariff hike—on prices?

The AS-AD model describes two plausible scenarios, each with different effects on the price index:

Supply shock: Input costs rise, squeezing business margins. For a given price index, companies are willing to produce less, shifting the aggregate supply curve left (Figure 2). In this case, reduced activity and restricted supply push prices up: we’re in a stagflation scenario.
Demand shock: Households experience income losses (e.g., due to reduced exports), and for a given price level, they consume less, shifting the demand curve left (Figure 3). Falling demand pushes businesses to lower prices to sell their products, leading to deflation.

Clearly, a US tariff hike or oil shock affects both supply and demand curves: rising input costs hurt business margins and production capacity, while households lose income due to declining economic activity. Still, one effect usually dominates—stagflation in the 1970s, for instance, was mainly supply-driven. What about the shock triggered by the new U.S. tariffs?

Inflation spiral in the U.S., deflationary pressure in Europe?

Trump’s trade war is turning into a full-blown crusade against the rest of the world (EU, China, BRICS). So the impact will likely differ between the initiator and those on the receiving end: one economy closing itself off, and others losing a major export market.

In the U.S., trade barriers will significantly raise the cost of imports—possibly as much as the tariff increases themselves. Even domestic production won’t be spared, as many raw materials and components are imported and account for a large share of final costs, especially in strategic sectors like autos and electronics. Companies will face a choice: absorb the added costs or relocate production—a risky and expensive move in an uncertain context that could dampen investment. The economy may thus face a supply shock and stagflation, driven by margin pressures that discourage production expansion.
In Europe, falling exports to the U.S. could reduce incomes. Companies may respond by adjusting their labor force, weighing on household demand. While input costs will also rise, the effect should be milder, since retaliation will likely target only U.S. products. A demand shock—and thus deflation—is more likely, potentially worsened by Chinese products dumped onto the European market after being rerouted from the U.S.

These assumptions appear to be confirmed by recent moves from central banks. Jerome Powell at the Fed has become more cautious about rate cuts initiated in late 2024, to curb price surges. In contrast, JP Morgan predicts three rate cuts in Europe this year, aimed at stimulating demand and fighting deflation.

Different challenges for businesses on each side of the Atlantic

In the U.S., businesses will need to revisit sourcing strategies and manage inflationary conditions.

In Europe, they must prepare for falling demand and weaker consumer willingness to pay for certain products.

Pricing in a fragmented world: adapting to local elasticities

In a world marked by trade fragmentation and rising protectionism, businesses must pay renewed attention to pricing strategy. The U.S. trade war—triggered by sudden tariff hikes—will not have symmetric effects across regions. The U.S. may face inflation from rising input costs, while Europe could experience a negative demand shock and deflationary pressures, worsened by Asian imports redirected from America.

In this context, understanding price elasticity becomes crucial — both as a tool for analysis and for experimentation. In Europe, where purchasing power is under pressure, raising prices can quickly lead to a sharp drop in sales volumes. But cutting prices isn’t a silver bullet either: if demand is inelastic, it may have little impact. That’s why businesses need detailed elasticity analysis by segment, drawing on internal data, market insights, and advanced analytics. The goal? Take a defensive approach on highly price-sensitive products, while maintaining stable pricing for high-value items where demand is less elastic.

Experimentation plays a key role in this process. By testing different price points across products and segments, companies can see in real time how cost changes impact conversion rates and overall sales. Understanding the impact of tariffs can help fine-tune pricing strategies to strike the right balance between volume, margin, and customer retention. This test and learn process would eventually enable companies to estimate a price tipping point, for which the business objective is optimized.

In the U.S., the new tariffs shuffle the deck but don’t offer immediate wins for all. Restructuring supply chains, reshoring production, or sourcing from new partners in unaffected regions is complex, risky, and costly. Market leaders—with stronger financial and contractual leeway—are better positioned to invest and possibly turn these challenges into long-term advantages, absorbing costs or even improving margins through price repositioning.

In inflationary settings, market leaders might also pursue aggressive commercial strategies, accepting temporary margin losses to outpace competitors. Weaker players, unable to absorb costs or adjust prices, could suffer under this new paradigm. Competitive pressure may accelerate market consolidation, benefiting the best-prepared firms.

Conclusion

In a reshaped global economy, understanding the Impact of tariffs on E-Commerce pricing elasticity is a critical lever of competitiveness. It requires a tailored, market-specific approach, combining knowledge of local elasticities with logistical adaptability. Only then can companies transform tariff constraints into sustainable competitive advantages.

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Feb 25, 2025

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Tag V4: Elevating your Experience Building with an Improved Modification Engine

Julie Dumont

At AB Tasty, we love providing our users with the best possible experience by making it easy to create and execute optimization campaigns. That’s why we recently significantly improved our Modification Engine, one of the core components of our Visual Editor and our JavaScript tag.

The Modification Engine is the system that dynamically alters our client’s website content and appearance without requiring direct changes to the source code. It applies the modifications defined in campaigns by injecting the changes via JavaScript on the visitor’s browser.

Here are the two big improvements:

Maximum compatibility with our clients’ websites, including Shadow DOM and iFrames support.
Optimized performance for faster loading and smoother execution of modifications, enhancing the experience for visitors on our clients’ sites.

Enhanced Compatibility with Modern Technologies

Our clients are developing increasingly complex websites, utilizing technologies like Shadow DOM and iFrames to structure their web applications. Now, our Visual Editor is compatible with these technologies so you can create, modify, and manage content to deliver the latest in experiences to your visitors.

Significant Performance Improvements

Our teams have worked extensively to optimize the loading and execution times of the Modification Engine, leading to tangible improvements in overall site performance. (If you don’t believe us, check out this blog on how we’re 4 times faster than other solutions)

Reduced Impact on Website Performance

A lighter JavaScript tag: The overall impact of AB Tasty has already been reduced by 2.3 KB, with further optimizations planned.
Less impact on overall performance: We observed an improvement up to 11% in website performance, depending on the number of modifications applied.

Optimized Loading and Execution Times

More efficient JavaScript execution: The average execution time for modifications is 30% to 55% faster.
Decreased “Render Blocking Time”: Improvements range from 11% to 50%, with even greater benefits for larger campaigns.
No longer classified as a “Long main-thread task”

Faster Application and Reapplication of Modifications

Another key improvement in this update is the speed of applying and reapplying modifications:

Applying modifications is 2.2 to 2.75 times faster.
Reapplying modifications is 4 to 5.7 times faster, a major advantage for dynamic A/B testing.

Real-World Examples

We conducted tests on various campaigns to measure these improvements in action:

Campaign with 19 Modifications:
- Total execution time: 1.79ms (down from 3.96ms, 2.2 times faster).
- Reapplying time after a modification is removed: 0.58ms (down from 3.34ms, 5.7 times faster).
- up to 5% improvement in overall site performance.

Campaign with 64 Modifications:
- Total application time: 4ms (down from 10-11ms, 2.5 to 2.75 times faster).
- Reapplying time after a modification is removed: 2.7ms (down from 11-12ms, 4 to 4.4 times faster).
- Up to 11% improvement in overall site performance.

With these enhancements, our newest Modification Engine version is now more robust, faster, and better suited for modern websites.

You benefit from a smoother user experience, and your visitors enjoy faster loading times. And this is just the beginning: stay tuned for even more powerful optimizations in the coming months.

Feel free to test these improvements and share your feedback with us!