How To Drive Impulse Buying In eCommerce - 14 Brilliant Ideas

Impulse buying is not random.

eCommerce stores use many psychological nudges to get people to buy. Smart tactics, nothing sinister 🙂

In this post, we’ve explained 14 ways of driving impulse purchases, with some great examples.

Let’s get into it right away!

1. Get them to check out bestsellers (The Center Stage Effect)

2. Lure them with freebies

3. Engage shoppers via gamification

4. Use visual cues to get shoppers' attention

5. Make them feel good about shopping with you

6. Great offer + FOMO = Gold

7. Enhance the perceived value of products

8. Free shipping. Progress bar. Higher AOV :)

9. More UGC, less stock photos

10. Create holiday-specific shopping experiences

11. Nudge shoppers to add products - at the last minute

12. Reduce the number of steps involved in buying

13. Remove doubt — build trust fast

14. Quiz and tell

14 Ways To Trigger Impulse Sales In eCommerce

1. Get them to check out bestsellers (The Center Stage Effect)

You tend to look the most at the item that you like.

And you tend to like the item that you look at the most.

When products are arranged horizontally or vertically, consumers prefer the one placed in the middle (center of the stage).

This bias was found to be even stronger when purchasing gifts or items for other people.

How can you use it?

✅ Use the second or the third fold of the homepage to place featured products

✅ Place the ones that are likely to be preferred by impulse buyers in the center

✅ Create a high-priced anchor – a product or a product line – compared to which  the lower-priced products will appear affordable and enticing

✅ Place the lower-priced product right next to/below the anchor – affordable one in the center

✅ Place seasonal items, bundles and bestsellers in the middle

✅ You can also add tags and placards like – popular choice or most preferred on the products in the center

✅ Show a markdown of the product from the actual price (anchor) – show it with a strikethrough

The bottom line: If you want to drive impulse purchases, place products likely to be purchased – in the middle – next to a higher-priced anchor.

You may also like: 19 Creative Ways to Display eCommerce Products (w/ Brilliant Examples)

2. Lure them with freebies

You have your eyes set on something and then you are told that you’re getting something extra with it – a really strong push for impulse shopping.

Offer that something extra but only above a threshold – it will push shoppers to add another item to unlock their gift.

How can you implement it?

Let the free gift drive the impulse purchase. The gift should be exclusive, limited-edition or high-value – which the shoppers don’t want to miss out on.

✅ Talk about free gifts on your homepage

✅ Mention the threshold

✅ Add images of the free gift/s on the homepage

✅ Clearly state the threshold and the gift on your cart page

✅ Add the CTA to shop till the threshold

✅ Display images of the gifts on the cart page as well

✅ Add the free gift to the cart items automatically when the threshold is reached

The bottom line: Make the free gift prominent on your website so that your shoppers don’t miss it.

3. Engage shoppers via gamification

We keep seeing the email signup popup – so frequently that most of us end up closing them without even reading – this is called banner blindness.

Avoid this by making your popup stand out through gamification, especially when we are talking impulse sales.

How to go about it?

You can include the following in your entry popups:

✅ Spin-the-wheel

✅ Pick a gift

✅ Scratch the card

✅ Memory match challenge

✅ Lotteries

✅ Pick a card

• Offers benefits that will motivate shoppers to complete the purchase.
• Collect contact information from shoppers before they can claim the reward.

The bottom line: Catch attention, offer value and engage your shoppers right from the first step to drive impulse buying.

4. Use visual cues to get shoppers' attention

Visuals and imagery are the numero uno factor influencing purchase decisions as these build lasting impressions.

Extremely critical when it comes to impulse buying.

How can you optimize these?

✅ Strike high price with a different color and bold the lower price (when displaying discounts)

✅ Add emojis to headings – new arrivals, bestsellers and trending products (🔥)

✅ Show product images in search results

✅ Give a sneak peek into the products with quick view

✅ Add a progress bar on the checkout page

✅ Show low stock alerts

✅ Display VISA payment badges

✅ Use arrows in CTAs – nudge shoppers to move to the next step

The bottom line: Use visual cues to highlight benefits and convenience factors to push customers for impulse shopping.

5. Make them feel good about shopping with you

In general, people are more likely to make an impulse purchase when they associate positive emotions like happiness, excitement, or pleasure with your products.

If they can visualize how a product will make them feel, they’re more likely to want it.

• People often buy products that remind them of happy memories from the past (Like holidays)
• Shoppers buy things that make them feel like they belong to a certain group (Luxury items or status symbols)
• Men are more likely to buy instrumental and leisure items on impulse
• Women are more likely to buy products that boost their mood or self-image

How can you use aspirational marketing?

✅ Change the homepage imagery and copy – showcase happiness and excitement

For example, use copy like "Discover Your Happy Place with [Brand Name]".

✅ Optimize product descriptions – highlight the emotional outcomes of using your products

For example: "Indulge in Luxurious Comfort with Our Plush Blankets"

✅ Tailor product recommendations based on customer preferences and emotions

For example: "Customers Who Loved Our Cozy Throw Pillows Also Enjoyed Our Soft Blankets - Shop the Collection"

✅ Add subtle reminders of the emotional benefits of the products on the cart page

For example: Elevate Your Skincare Routine -  Checkout Now!"

‍The bottom line: Tap into your customers’ emotions. Use images and language that evoke positive feelings and make them feel good about themselves.

You may also like: 32 Holiday Marketing Ideas for eCommerce Stores (2024 Update)

6. Great offer + FOMO = Gold

Conditional discounts or combo offers compel shoppers to buy something (that they might have planned to buy later or not buy at all) right now.

Offers that you may consider are:

• Buy One Get One (BOGO)
• Buy 2 Get 1
• Get 3 @ 999

How can you implement it?

✅ Highlight conditional discount offers prominently on the homepage banner

✅ Display offers on the product pages – in the buy section

✅ Remind shoppers of the conditional discounts on the cart page – encourage them to add items to unlock the offer

✅ Add the offer to entry or exit intent popup

✅ Send emails to those who have abandoned the cart highlighting the offer and expiry date of the offer

The bottom line: Create limited-time conditional offers to urge shoppers to complete the impulse shoppingimmediately.

7. Enhance the perceived value of products

If your customers believe that your product is valuable, they will be willing to buy it. Otherwise, they’re likely to pass – and this does not depend on the intrinsic properties of your product.

It depends on the perceived value of your product.

How can you enhance the perceived value of your products?

✅ Mention the original price alongside the discounted price – also mention the amount/percentage saved

✅ Highlight unique features of your product

✅ Create curated product bundles or let shoppers customize the sets that offer a comprehensive solution or enhanced experience

✅ You can even offer a discount on pre-made bundles

✅ Showcase recommended products with personalized messages like ‘Just for You’ or ‘Based on Your Likes’

✅ Enable a try-on feature or a 360-degree product view for your shoppers

The bottom line: Not always will your shoppers understand the value that you are offering. You must go the extra mile to highlight it for them.

8. Free shipping. Progress bar. Higher AOV :)

Shipping for free will definitely give you conversions but what if a few tweaks in your free shipping policy can increase the cart size of your shoppers?

Definitely worth trying.

What are these tweaks?

✅ Free shipping on all orders – 48 hours only (Limited time)

✅ Free shipping on orders over $X

✅ Free shipping on 2+ items

✅ Free shipping if specific items are included

Pro tip: Bold the words - Free shipping

The bottom line: Give an incentive to shoppers to add an extra item to their cart – enabling free shipping is a great way to do that.

9. More UGC, less stock photos

When your shoppers see your products looking great on other people – they will want it too.

This is where UGC comes in.

The moment you put up a couple of pictures of your product in use – unstaged – it immediately increases credibility and familiarity with your brand.

How to go about adding UGC?

✅ Create a section on your homepage for UGC

✅ Add either pictures, gifs or videos if your products in use

✅ Even better – add reviews along with pictures

✅ Label the products on these pictures

✅ Make sure to link the products – shoppers should be redirected to the specific product page to be able to make a purchase

The bottom line: The more visual and real your brand looks, the more enticing it is for impulse shoppers.

10. Create holiday-specific shopping experiences

Haven’t we all gotten that pack of cookies (which we didn’t plan at all) during Christmas shopping?

Holidays scream impulse buying.

How can you create holiday-specific shopping experiences?

✅ Add a special category for holiday-specific products

✅ Ensure to add a section for holiday products on the first or second fold of your homepage – link to the holiday products category

✅ Create gift guides

✅ Special offers and discounts for holidays

✅ Provide complimentary services – like gift wrapping

✅ Add countdown timers to the occasion

The bottom line: Novelty in your store – especially during holidays – gives a reason for your shoppers to keep coming back. Make sure to prepare for them.

You may also like: Best-Performing Holiday Email Templates for eCommerce (+ Brand Examples)

11. Nudge shoppers to add products - at the last minute

A small purse, a pair of socks, a cute keyring – how many times has it gone into our carts while waiting in the payment queue? We know it :p

Well, shopping tendencies don’t change – whether offline or online.

Hence, do not forget to recommend products during checkout to get those impulse sales.

How to implement it?

✅ Add product recommendations on your cart page

✅ Give precedence to compatibility items

✅ Do not recommend more than 2 products

✅ Add context to the recommended products

The bottom line: By presenting only suitable recommendations and applicable offers in the cart, you can provide the highly personalized shopping experience users expect while simultaneously increasing the average order value — a ‘win-win’ for both shoppers and you.

12. Reduce the number of steps involved in buying

Impulse purchases will naturally be higher when the number of steps in making the purchase are minimal.

How to do it?

✅ Enable a ‘Buy Quickly’ option – Remove the Add to Cart step

✅ Save the details of the customers – don't have them fill in the details for every purchase

✅ Add a Buy Now Pay Later payment option

✅ Be sure to have a guest checkout option

The bottom line: Make the buying process a child’s play for shoppers – ask for minimum effort and time.

13. Remove doubt — build trust fast

When your brain feels uncertain about something, it will often simply avoid decision-making – which means no purchase.

How can you solve doubt avoidance?

✅ Add atleast 3-5 product photos - front, back and sides

✅ Use icons on your products indicating waterproof, eco-friendly etc. in the buy section

✅ Add banners such as ‘Over 98% reliability’ or ‘Satisfaction guaranteed’ on the product page

✅ Mention your returns and refund policy

✅ Don’t forget to add reviews and testimonials on your product page

The bottom line: Do not give your impulse shoppers even an iota of doubt during their shopping journey.

Add trust badges and everything there is to know about the product in the buy section.

14. Quiz and tell

When the shoppers know the product is perfect for them, they won’t be able to stop themselves from buying it.

Guide them to that product by getting the preferences of your shoppers through a quiz and suggest a product that fits their requirements to increase impulse sales..

How do you implement it?

✅ Create a solid section about your quiz on the homepage

✅ Mention the number of steps in the quiz

✅ Give 3-5 options to the shoppers to choose from

✅ Give an option to shoppers to go back and change responses (if needed) instead of starting fresh

✅ Provide visual nudges wherever required

✅ While suggesting the product, make sure to give all the relevant details like price, rating, offers (if any) etc.

The bottom line: Handhold your shoppers to the product that they are looking for. Create short quizzes to recommend personalized products.

Impulse buying Do’s & Dont’s

Impulse Buying Do’s

• Do Create Urgency: Use limited-time offers, flash sales, and countdown timers to encourage quick decisions.
• Do Highlight Popular Products: Showcase bestsellers or trending items to leverage social proof.
• Do Offer Add-Ons: Suggest complementary products during checkout to increase impulse purchases.
• Do Optimize for Mobile: Ensure your eCommerce site is mobile-friendly, as many impulse purchases happen on smartphones.
• Do Simplify Checkout: Make the checkout process seamless and quick to reduce hesitation in impulse buying.
• Do Use Eye-Catching Visuals: Use high-quality images and appealing design to grab attention and evoke emotions.

Impulse Buying Don’ts

• Don’t Overwhelm Customers: Avoid cluttered pages with too many options or pop-ups that can cause decision fatigue.
• Don’t Use Deceptive Tactics: Avoid misleading discounts or fake scarcity that can erode trust.
• Don’t Ignore Post-Purchase Experience: Ensure easy returns and excellent customer service to maintain satisfaction after impulse purchases.
• Don’t Push Irrelevant Products: Don’t recommend items that don’t align with the customer’s interests or purchase history.
• Don’t Neglect Personalization: Avoid generic offers; tailor suggestions based on customer behavior and preferences.
• Don’t Sacrifice Quality for Speed: Ensure that impulse-buy products meet quality expectations to avoid disappointment and returns.

Frequently asked questions

1. What are some impulse products examples?

In eCommerce, impulse products are typically low-cost, quick-add items that entice customers during the checkout process or while browsing.

Examples include small gadgets, inexpensive beauty products, snacks, trendy accessories, add-on items like phone cases or screen protectors, and limited-time offers or discounts.

These products are often showcased as "recommended" or "frequently bought together" items, encouraging spontaneous purchases that increase the average order value.

2. What is the impulse purchase cycle?

The impulse purchase cycle in eCommerce refers to the process a consumer goes through when making an unplanned purchase, driven by emotion or immediate desire rather than a planned decision. It typically includes the following stages:

1. Exposure: The consumer encounters a product through strategic placement, such as recommendations, flash sales, or pop-up offers on an eCommerce site.
2. Trigger: An emotional response is triggered by the product’s appeal, such as its visual appeal, a limited-time discount, or social proof like reviews or ratings.
3. Decision: The consumer quickly decides to add the product to their cart, often without thorough consideration, driven by the fear of missing out (FOMO) or perceived convenience.
4. Purchase: The consumer completes the transaction, often within minutes, making it a spontaneous addition to their planned purchases.

This cycle is quick and relies heavily on the consumer's immediate reaction to the product and the urgency created by the eCommerce platform.

3. Who is an impulse customer?

An impulse customer is someone who makes spontaneous, unplanned purchases driven by emotion or immediate desire rather than by necessity or a pre-determined shopping list.

These customers are often influenced by attractive product displays, limited-time offers, discounts, or items that appeal to their current mood or needs. They tend to be more responsive to marketing tactics that create a sense of urgency, like flash sales, or that highlight popular or trendy items.

Impulse customers are more likely to add items to their cart on a whim, particularly if they perceive a good deal or something that enhances their shopping experience.

4. What are the four types of impulse buying?

The four types of impulse buying are:

1. Pure Impulse Buying: This occurs when a customer makes a completely spontaneous purchase that breaks their usual buying patterns. The product is bought on a whim, without any prior thought or intention.
2. Reminder Impulse Buying: This happens when a customer is reminded of a need or desire they hadn't planned for when they see a product. For example, seeing batteries near the checkout might remind them they need some for a device at home.
3. Suggestion Impulse Buying: Here, the customer makes a purchase based on a product suggestion that convinces them of its necessity or benefit. For instance, a product recommendation on an eCommerce site might lead to the purchase of an item that the customer wasn’t originally considering.
4. Planned Impulse Buying: This type involves a customer intending to make a purchase but not knowing exactly what. They go shopping with the plan to buy something enjoyable or to take advantage of deals but decide on the specific items impulsively during the shopping experience.

Final Word

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