In this post we’ll tell you how to leverage the registration area of your e-commerce to collect customer first party data, how to use it efficiently and  personalise online shopping experience to boost competitivity.


E-commerce nowadays is a growing sector all over the world. It has been increasing exponentially throughout the last decade, and since March 2020, given the circumstances, e-commerce is rapidly disrupting retail and brands & retailers are struggling to pivot.

According to recent studies on e-commerce’s perspectives and evolutions, online sales have grown more than a 55% in this period of lockdown due to the Covid-19 pandemic. If 2019 studies foresaw a high increase for online sales in Spain and other countries, and the situation we are leaving through has accentuated it.

Industries such as food and groceries, pharmacy, school supplies, gardening supplies, sports and electronic equipment are the ones that have had the biggest increase in online sales during the last couple of months. Meanwhile, sectors already settled in e-commerce such as clothing and tourism, have suffered a recess.

Sales through mobile phones keep on leading the market. 24% of online stores expect phone sales to be between 50% and 75% this year.

Finally, and highlighting the importance digital marketing has in this new business model, 91% of online businesses assure that they will increment their budget in this area to boost their e-commerce. The biggest interests reside mainly in Marketing Search Engines, e-mail marketing, content marketing and Social Ads.


Importance of understanding consumers of your e-commerce business

How can we make our e-commerce stand out from our competitors? It’s crucial that our digital marketing efforts are focused on the consumer and the personalisation of the customer journey. It’s not enough to lure qualified leads to your e-commerce via SEO and SEM any more, you must seduce them, offer a unique experience including content customisation, recommendation of products, offers and post-purchase actions to build customer loyalty.


How to leverage Big Data in Social Media and personalise online shopping experience

Defining and understanding you buyer personas is of great importance if you want your e-commerce to compete successfully on the market.

Social Login is the most effective and easiest way to know our clients beyond their contact details and purchase history; we can get to know their likes, hobbies, favourite brands and communities they follow, places they visit and even their personality treats.

All this information allows us to define our targets and buyer personas. Based on these, we can establish the right sales and advertisement strategies. It also allows us to analyse clients’ interaction with our business and offer them a more personalised service.

Xeerpa‘s solution integrates capture, analysis and segmentation of data so your team can convert this data into efficient data-based marketing actions.


Let’s see an example of how it works:

Maria registers in your online supermarket to buy some necessity products.

She uses Social Login to save time and registers with her Facebook, Twitter or Instagram account, and she complements it with her address and phone number to manage the delivery.

In real time, Xeerpa analyses Maria’s likes, posts, comments and hashtags, and builds a very detailed profile, which brings us the following conclusions:

  • María has a dog.
  • She is passionate about fitness and prefers eco friendly products.
  • Her favourite beauty brands are L’Oréal and Estée Lauder.
  • She is highly influential in social media, her contacts interact a lot with the content she posts. She qualifies as a candidate for our brand ambassador program.
  • She prefers red wine over beer.


With this knowledge we can carry out the following actions:

  • Personalise the weekly newsletter of our online supermarket so María can see the offers of products and brands she likes the most. Include offers of red wine and dog products.
  • Adapt our contents for her next visit to our e-commerce showing Bio products, sports equipment, L’Oréal hair dye and more!
  • Design a campaign which invites microinfluences like Maria to share content or mention our e-commerce.
  • Launch a Facebook Ads campaign directed to audiences similar to Maria (Look-alike audiences).
  • Etc.


In conclusion, with a digital marketing strategy focused on personalisation and with the help of Social Media Profiling we can get a profpund knowledge on each of our customers, offer them a much better service based on their preferences and lifestyle and achieve a long-term loyalty.