How hyper-personalization redefines the customer journey
After two years of slowdown, European e-commerce is experiencing a strong resurgence and entering a new phase of growth. According to the European E-commerce Report 2025, published by Ecommerce Europe and EuroCommerce, the sector’s B2C turnover reached €819 billion in 2024, representing a 7% increase compared with 20231.
This significant rebound not only confirms the strength of the European market, but also marks the beginning of a new cycle in which innovation—particularly hyper-personalization—is becoming a key strategic lever to engage increasingly demanding consumers.
This growth is part of the continuous development of e-commerce, which constantly adapts to new consumer habits. As a result, brands increasingly need to stand out in a competitive market by rethinking their customer journeys at every stage.
In modern e-commerce strategies, marketing actions based on customer knowledge drive value creation and encourage purchases. With hyper-personalization, an advanced form of personalization powered by AI-enhanced data, it is possible to meet customers’ needs even before they express them.
What is Hyper-Personalization?
Hyper-personalization is a marketing and commercial strategy built on a structured approach to e-commerce and customer experience. Unlike traditional personalization, which relies on segmenting customer types, hyper-personalization focuses on individual buyer profiles, including their tastes, habits, and preferred online behaviors, payment methods, and brand interactions.
This approach aims to recreate the intimacy and relevance of a local shopping experience—but at the digital scale. It places the customer at the center of the experience and promotes data interoperability, enabling aggregation and fusion of information to generate individualized insights.
Inspired by models like Netflix and Spotify, AI-driven hyper-personalization allows brands to offer customer journeys based on real-time behavioral analysis. AI analyzes user behaviors, preferences, and intentions to generate highly targeted experiences using multiple data sources: web behavior, online purchases, product data, and past interactions.
Hyper-Personalization and its business impact
Hyper-personalization applies across all sectors, from banking to consumer goods, retail to luxury. It extends to every customer touchpoint: websites, mobile apps, emails, and AI conversational chatbots, which play a key role in optimizing the omnichannel experience.
Brands that succeed are those adopting AI-driven hyper-personalization. Messaging can now be infinitely customized, democratizing experiences that were previously exclusive to luxury customers across all sectors.
Why adopt Hyper-Personalization?
Meeting new consumer expectations
Consumers now expect increasingly personalized experiences, a trend made possible by technological advances driven in particular by AI. In France, for example, 83% of customers are willing to share their data for relevant personalized experiences, reflecting strong demand as long as trust is maintained.
Advantages of a hyper-personalized strategy
Implementing hyper-personalization offers numerous benefits. By analyzing consumer behavior, preferences, intentions, and purchase habits in real time, AI generates recommendations that match individual needs. This creates the feeling of being guided by an invisible personal shopper in a virtual store.
Personalization at scale
Powered by AI-driven tools that automate segmentation and refine recommendations, hyper-personalization helps marketing, retail, and e-commerce teams achieve their goals. Marketing actions now have a direct, measurable impact on conversion rates.
The goal is to deliver the right message, at the right time, via the right channel, while crafting a custom experience for each customer. The result: more precise and effective marketing campaigns.
Measurable impact on performance
This approach leads to measurable improvements in conversion, loyalty, and customer satisfaction. Hyper-personalization extends beyond conversion: it fosters repeat purchases and engagement through intelligent monitoring and re-engagement loops.
It is not an end in itself, but a powerful tool for creating privileged customer relationships and driving sales.
Hyper-Personalization at the Payment Stage: Turning Friction into Conversion
Often seen as a formality, the payment step is actually critical in the customer journey. This is where final conversion—or cart abandonment—occurs. AI-powered hyper-personalization transforms this stage into a tailored experience.
Transaction data is a goldmine for understanding buying behavior, helping to:
- Identify preferred payment methods by segment (e-commerce, physical retail, B2B, etc.)
- Spot recurring trends: average amounts, frequency, seasonality, spending categories
- Suggest in real time the most relevant payment options based on the user’s profile: credit card, digital wallet, installment, instant transfer, or financing solutions
Preventing shopping cart abandonment
AI algorithms detect hesitation signals in real time: time spent on a step, mouse movements, tab-closing attempts, etc. In case of potential abandonment, a chatbot can automatically offer personalized assistance or incentives, increasing average order value and conversion.
Personalized checkout
Contextual cross-selling and upselling at checkout can suggest complementary products or upgrades, based on customer behavior analysis. Payment options can adapt automatically to location and preferences, providing reassurance and reducing abandonment. Predictive checkout suggests a preferred payment method based on customer history, e.g., always displaying Mrs. Dupont’s Mastercard ending in 1234 first, while leaving alternative options available.
Omnichannel convergence and HiPay’s unified vision
Customer data orchestration is the foundation of hyper-personalization. When properly leveraged, data becomes a strong differentiator and driver of customer satisfaction. The key is a unified view of the customer, aggregating all interactions and data across channels.
With HiPay, merchants can leverage a unified view of their sales channels to implement and continuously optimize their hyper-personalization strategy. Transactional data can be used to personalize the checkout experience and the selection of payment methods—but not only.
This data may be the only way to identify a consumer who has purchased in-store, for example through their card number, and to link that customer to their past or future purchases.
Hyper-Personalization: a strategic shift for e-commerce in 2026
AI enables rapid and significant improvements in customer experience through hyper-personalization. Both online and in-store, this technological revolution is redefining customer experience standards.
Hyper-personalization is a performance lever that allows rethinking the customer journey at a digital scale. It is an effective way to stay competitive in an increasingly saturated e-commerce environment with more demanding consumers.
For merchants, the strategic challenge is clear: adopt a comprehensive data-driven approach, invest in the right technology, and align teams around a unified customer vision. Success belongs to those who create memorable, individually personalized experiences while maintaining customer trust and privacy.
Now, it is possible to gain precise real-time insights into buyer behavior, enabling unique and authentic customer experiences that go far beyond simple product suggestions—delivering the right product, to the right person, with the right payment method, at the right time.
Enhancing in-store experience with Tap to Pay via HiPay
Based on a memorable and hyper-personalized in-store experience, HiPay’s Android Tap to Pay solution leverages a unified customer view to offer seamless experiences between digital and physical channels. Customers enjoy instant recognition of their preferences in-store.
By accessing purchase history via CRM on their smartphone, customers receive tailored recommendations based on past behavior. Shopping becomes simpler, faster, and smoother, perfectly reflecting the principles of hyper-personalization in e-commerce.
1 European e-commerce report, 2025
2 Accenture, 2019