Have you ever wondered why some customers can’t resist adding one more item to their cart? Or why do others immediately jump at a bundled deal? The answer lies in buyer psychology. People make purchasing decisions based on a mix of emotions, habits, and mental shortcuts.
If you understand these behaviors, you can design your Shopify store to encourage bigger purchases without feeling pushy. Let’s break down the key psychological strategies that drive spending - and how you can use them to your advantage.
Personalization speaks louder than promotions
Let’s start with the one that not many people speak about - personalization. Yes, we all know about the importance of personalization in email marketing, but what about general e-commerce experience? Picture this: You visit an online store, and the first thing you see is a collection of products that feel handpicked just for you. Maybe it’s a reminder of something you viewed last week or a bundle tailored to your favorite category.
Brands like Amazon thrive on personalization. Their “Recommended for You” section keeps shoppers scrolling and spending, often adding items they didn’t even realize they needed.
Build loyalty to keep customers coming back
Customer loyalty is one of the most powerful drivers of revenue. According to the Bain & Company survey, returning customers spend 67% more than new ones. Loyalty programs are an effective way to encourage repeat purchases by rewarding shoppers for their commitment.
Tools like Akohub offer a complete loyalty and referral marketing platform for Shopify merchants. With features like VIP tiers, store credit, loyalty program, one-click redemption points and referral bonuses, Akohub helps merchants create a personalized experience that keeps customers engaged. For example, you can offer points for purchases, reviews, and even social media shares, which customers can redeem for discounts or free products. By integrating similar tools into your store, you build a deeper relationship with your customers while boosting average order value over time.
The anchoring effect: First impressions matter
Imagine seeing a $120 bottle of wine on a menu. Suddenly, the $60 bottle doesn’t feel so expensive. That’s the anchoring effect in action. Another great example is goods that come with subscriptions . Have you ever noticed that the most popular plans are always in the middle? Businesses create 3 or 4 plans on purpose to play with human psychology. People will never pick the cheapest one as it doesn’t have much to offer. But they won’t buy the most expensive one either. The model here is to encourage you to buy the medium deal. That’s where businesses earn the most money.
Luxury brands often use this to their advantage. Take Apple, for example. By showcasing their highest-priced MacBook first, they make lower-priced models feel like better deals in comparison.
How you can use it:
- Feature a premium product at the top of your category pages.
- Label mid-range products as “Best Value” to guide customers toward them.
This strategy doesn’t push customers toward the cheapest option but makes them feel they’re choosing wisely.
Bundles create a “better deal” mindset
When customers see items bundled together at a lower price, it’s like they’ve found treasure. Bundling creates the illusion of added value and simplifies decision-making, making shoppers more likely to spend.
For instance, let’s say you’re running a Shopify store that sells fitness gear. Instead of listing each item separately, you could offer a “Home Gym Starter Pack” with a yoga mat, dumbbells, and a resistance band. Not only does this encourage customers to buy more, but it also saves them the effort of hunting down individual items.
Why it works: The human brain loves shortcuts. A bundle signals convenience, savings, and completeness - all in one offer.
Tip: Try apps like WISS Bundle to create customizable bundles that let customers choose what works best for them. Think “Build your own skincare routine” or “Pick three teas for a discount”.
FOMO (fear of missing out) drives urgency
If you’ve ever been tempted by a “Limited stock!” notification, you’ve experienced the power of FOMO. It’s not just a sales tactic - it’s psychology at its finest. When people feel they might lose out, they’re more likely to act quickly.
Real-life example: A Shopify clothing store ran a successful flash sale with banners reading: “Only 10 left in stock - act fast!” Sales surged because customers didn’t want to risk missing the deal.
How to try it in your store: Add timers to your discounts or show how many items are left in stock. Scarcity and urgency can push hesitant shoppers over the edge.
Tools like Notify Me! Can help your customer when they visit your store and see an out of stock item, they don’t have to leave disappointed because they can sign up for an alert. As soon as the product is restocked, they’ll get an email or SMS to let them know.
Make spending feel rewarding
Have you ever added an extra item to your cart just to get free shipping? That’s not a coincidence - it’s buyer psychology. Customers are more likely to spend when there’s a clear reward attached.
For example, Adidas “Spend $50 and get free shipping” banner is a classic example. Many customers will add another $10 item to avoid paying $5 in shipping fees, even though they end up spending more overall.
What you can do:
- Set a free shipping threshold slightly above your store’s average order value.
- Add progress bars at product page, cart and checkout with messages like: “You’re $12 away from free shipping!”. Great tool for that is Essential Free Shipping Upsell app.
Use emotion to tell your story
Shopping isn’t always logical - it’s emotional. Customers spend more when they feel connected to your brand or products. Let’s check how Patagonia nails this by focusing on their commitment to sustainability. They donate 1% of sales each year to grassroots environmental nonprofits, so when you buy from them, it’s not just about the jacket - it’s about supporting a cause.
Not every business is capable of doing that, but every business can share its story. Why did you start your Shopify store? What values drive your business? Use your About page and product descriptions to create an emotional connection.
A final thought: Small changes, big impact
Making customers spend more isn’t about manipulation - it’s about understanding what motivates them. From bundling products to creating urgency, these strategies align with natural human behaviors to enhance the shopping experience.
Start small. Test one or two tactics, like adding a countdown timer or setting up customizable bundles with WISS Bundle. As you learn what resonates with your audience, you’ll be able to fine-tune your approach and grow your Shopify store.
What’s your favorite strategy for boosting sales? Share your insights below!