Personalisation is the process of customizing a customer’s experience based on their behavior, preferences, and past interactions. In e-commerce, this means showing relevant product recommendations, personalized offers, or tailored content that speaks directly to individual shoppers. By making customers feel understood and valued, personalisation helps build stronger connections, encourages repeat purchases, and drives higher sales. Whether through customized emails, dynamic website content, or targeted ads, personalisation enhances the shopping journey and creates a more engaging and satisfying experience.