What massive brands around the world have figured out, and what e-commerce business owners need to understand, is that exclusivity was only a small piece of the puzzle.

Product customization can have a massive impact on customer satisfaction, and by extension, your e-commerce business’s success. Why? Because not all of your customers want to experience your product in the same way.

Think about it. When it comes to something like marketing, we understand that different customers have different needs. The first-time visitor to your site needs a different call-to-action than the customer with the abandoned shopping cart. Customized customer experiences are nothing new, it’s just time that e-commerce businesses started to expand their customization horizons.

Where things get really interesting for me is when you start considering the potential financial value this brings to companies all over the world. Let’s not ignore the fact that 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations. More specifically, it puts business owners in a win-win scenario.

When you offer dozens of different variants and options to users, you’re creating a more inclusive marketplace, and different consumers with unique priorities can still walk away with something they like.

Even more interesting is the capacity for testing. You don’t need to make everything in your store customizable. Instead, you can test for specific features and determine the ones that people love.

Over time, business owners can collect customer data and use this information to build product offerings that their customers are statistically more interested in. More value for consumers, more value for the business. Win-win.