Have you noticed how some people only shop in the same big stores over and over, like their Amazon account is the only thing keeping them alive? And then there are people who actually look for new stuff, dig around for unique finds, and don’t just hit the “Buy Now” button like a robot? Those two groups? They’re completely different types of online shoppers, and if you’re running your own business, only one of them actually matters to you.
Dedicated Platform Shoppers vs. Discretionary Shoppers
You’ve got Dedicated Platform Shoppers, the ones who are practically married to Amazon, Walmart, or eBay. These folks aren’t browsing around looking for interesting new things. They go straight to their favorite platform, punch in what they need, check some reviews, and hit buy. Convenience is their love language, and if you don’t exist on their go-to platform, you don’t exist at all. And guess what? That’s totally fine. You don’t want to waste time trying to steal their attention. They’re not your people.
Because you’ve got Discretionary Shoppers. The people who actually search for products instead of just defaulting to the same mega-retailers. These are the buyers who type stuff into Google, click around independent websites, and actually care about things like quality, uniqueness, and buying from real businesses instead of just feeding the corporate machine. These people? They’re your dream customers. They’re looking for something better, something different, and they’re way more likely to land on your website instead of staying trapped in the Amazon vortex.
Why Discretionary Shoppers Are the Ones You Want
So why should you care about Discretionary Shoppers? Because there are far more of them, they spend far more money, and they actually appreciate what makes your business special. They don’t just grab the cheapest option and run. They read descriptions, study features, and want something that fits them, not just whatever the most convenient thing is.
And the best part? They start on Google. They don’t type “handmade leather wallet” into Amazon. They Google it. And if your website is optimized right, guess who shows up? You. Not some mass-produced knockoff, but your actual business, selling something they won’t find in every big-box store.
How to Attract the Right Buyers
So how do you pull them in? First, your product descriptions need to actually tell a story. They’re not just looking for “brown leather wallet.” They want to know why it’s the best brown leather wallet. What makes it better? What’s cool about it? If your description sounds like it came off an assembly line, they’re out.
Next, stop trying to appeal to everyone. Google won’t tolerate that. Niche down. If you’re selling handcrafted candles, don’t just say “handmade candles.” Sell luxury handmade candles, or historically inspired candles, or caffeine-infused candles for people who want their house to smell like a fresh cup of coffee. The more specific you get, the easier it is to attract the right shoppers; the ones who aren’t price-shopping on Amazon but looking for something interesting.
And don’t just sit back and hope people find you. Market like you mean it. Content marketing, social media; you need to be where they’re looking. Write blog posts that actually answer questions they might have. Get active on platforms where your audience hangs out. No one’s just stumbling onto your site. You’ve got to give them a reason to click.
Build Trust and Close the Sale
Finally, build trust. Discretionary Shoppers are picky, and they’re not just going to throw money at a brand they’ve never heard of. They want details. High-quality product photos. Honest customer reviews. A site that doesn’t look like it was built in 2005. The more transparent and polished your store is, the more comfortable they’ll feel handing over their money.
So stop chasing the wrong crowd. You’re not trying to win over Amazon junkies who just want the cheapest and fastest option. You’re here for the shoppers who actually care about what they buy. Get your store in front of them, give them the information they need, and be the brand that they actually buy from and remember.
Here Are Five Things You Can Do to Attract the Right Shoppers
First, make your homepage actually worth looking at.
If your site looks like a Craigslist ad from 2003, no one’s sticking around. Discretionary Shoppers care about experience, and if your website feels outdated, slow, or slapped together, they’re out. Invest in clean design, high-quality images, and a shopping experience that doesn’t make people rage-quit halfway through checkout.
Second, write product descriptions like a human, not a robot.
Nobody is getting excited over “high-quality cotton T-shirt, size M, blue.” That tells them nothing. Why should they buy your T-shirt? What makes it better? Is it the softest thing they’ll ever wear? Will it survive a million washes without turning into a dishrag? Give them real reasons to care, and make it sound like an actual person wrote it.
Third, stop making people work to find answers.
Shoppers are lazy. If they have to dig through your site just to figure out your return policy or whether shipping costs as much as the product itself, they’re leaving. Be upfront about pricing, shipping times, materials, and anything else they might ask. If they don’t see the answer right away, they’ll just buy from someone who makes it easy.
Fourth, get your products in front of the right audience.
Just because you built it doesn’t mean they’ll come. If your ideal shoppers are scrolling Instagram, be there. If they’re searching for expert recommendations, write blog posts that answer their questions. Sitting back and hoping for traffic is like opening a store in the middle of nowhere and wondering why nobody shows up.
Fifth, make your brand memorable.
Nobody remembers a store that looks and sounds like every other one out there. Have a personality. Be funny, be bold, be whatever makes sense for your brand, but don’t be forgettable. The more unique and recognizable you are, the easier it is for people to choose you over the sea of generic competitors.
Do these five things, and you’ll stop wasting time on shoppers who were never going to buy from you anyway. Instead, you’ll attract the ones who actually care about what they’re buying, and more importantly, who are willing to spend real money on it.
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