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Growth

Optimizing Customer Experience for The New Year - 6 Practical Tips

Optimizing Customer Experience for The New Year - 6 Practical Tips

Optimizing Customer Experience for The New Year - 6 Practical Tips

Optimizing Customer Experience for The New Year - 6 Practical Tips

Maximize end-of-year sales: use social proof, personalize shopping, and add payment options like Amex. Flexible delivery and free returns boost loyalty and conversions.

Maximize end-of-year sales: use social proof, personalize shopping, and add payment options like Amex. Flexible delivery and free returns boost loyalty and conversions.

Ecommerce-tips

Ecommerce-tips

Ecommerce-tips

Jan 13, 2025

Between Home Alone, other Christmas movies, New Year’s resolutions, and frenzied shopping sprees, December and January are unique months of the year. For many e-retailers, this period is synonymous with a significant sales peak. According to a recent study, the holiday season accounts for up to 30% of annual sales for European merchants.

An optimized customer experience is therefore crucial for maximizing December sales and January clearance events. From personalizing your customer journey to the immediate impact of integrating key payment methods like American Express, explore our top tips to boost conversions and build lasting customer loyalty during this pivotal period.

Between Home Alone, other Christmas movies, New Year’s resolutions, and frenzied shopping sprees, December and January are unique months of the year. For many e-retailers, this period is synonymous with a significant sales peak. According to a recent study, the holiday season accounts for up to 30% of annual sales for European merchants.

An optimized customer experience is therefore crucial for maximizing December sales and January clearance events. From personalizing your customer journey to the immediate impact of integrating key payment methods like American Express, explore our top tips to boost conversions and build lasting customer loyalty during this pivotal period.

Between Home Alone, other Christmas movies, New Year’s resolutions, and frenzied shopping sprees, December and January are unique months of the year. For many e-retailers, this period is synonymous with a significant sales peak. According to a recent study, the holiday season accounts for up to 30% of annual sales for European merchants.

An optimized customer experience is therefore crucial for maximizing December sales and January clearance events. From personalizing your customer journey to the immediate impact of integrating key payment methods like American Express, explore our top tips to boost conversions and build lasting customer loyalty during this pivotal period.

Between Home Alone, other Christmas movies, New Year’s resolutions, and frenzied shopping sprees, December and January are unique months of the year. For many e-retailers, this period is synonymous with a significant sales peak. According to a recent study, the holiday season accounts for up to 30% of annual sales for European merchants.

An optimized customer experience is therefore crucial for maximizing December sales and January clearance events. From personalizing your customer journey to the immediate impact of integrating key payment methods like American Express, explore our top tips to boost conversions and build lasting customer loyalty during this pivotal period.

1. Showcase social proof throughout the purchase journey

Social proof is essential to building trust with new customers. 81% of French consumers say that reliable customer reviews encourage them to buy more easily. Strengthen your credibility by highlighting testimonials, review scores, and recognized certifications throughout the purchase process.

Practical tip: Display badges like "verified reviews" on your homepage and product pages. Recent positive reviews also reassure new shoppers that they are making the right choice.

Social proof is essential to building trust with new customers. 81% of French consumers say that reliable customer reviews encourage them to buy more easily. Strengthen your credibility by highlighting testimonials, review scores, and recognized certifications throughout the purchase process.

Practical tip: Display badges like "verified reviews" on your homepage and product pages. Recent positive reviews also reassure new shoppers that they are making the right choice.

Social proof is essential to building trust with new customers. 81% of French consumers say that reliable customer reviews encourage them to buy more easily. Strengthen your credibility by highlighting testimonials, review scores, and recognized certifications throughout the purchase process.

Practical tip: Display badges like "verified reviews" on your homepage and product pages. Recent positive reviews also reassure new shoppers that they are making the right choice.

Social proof is essential to building trust with new customers. 81% of French consumers say that reliable customer reviews encourage them to buy more easily. Strengthen your credibility by highlighting testimonials, review scores, and recognized certifications throughout the purchase process.

Practical tip: Display badges like "verified reviews" on your homepage and product pages. Recent positive reviews also reassure new shoppers that they are making the right choice.

2. Personalize the shopping experience


Customers increasingly expect a shopping experience tailored to their preferences. Brands offering personalized promotions and discounts improve their chances of conversion, especially during the end-of-year peak when engagement is heightened.

Leverage all available data. Analyze browsing and purchase histories to suggest complementary products before checkout. Targeted promotions based on customers' preferences and previous searches enhance the shopping experience and build loyalty.

Using data from previous sales periods can also help anticipate consumer behavior. This allows you to adapt and personalize the customer journey to optimize both experience and revenue.

Additionally, American Express Cardmembers in France spend on average 2.4 times more annually and 2.3 times more per transaction compared to the average for other credit cards. By catering to this high-value segment with personalized offers, you can significantly increase average order values.


Customers increasingly expect a shopping experience tailored to their preferences. Brands offering personalized promotions and discounts improve their chances of conversion, especially during the end-of-year peak when engagement is heightened.

Leverage all available data. Analyze browsing and purchase histories to suggest complementary products before checkout. Targeted promotions based on customers' preferences and previous searches enhance the shopping experience and build loyalty.

Using data from previous sales periods can also help anticipate consumer behavior. This allows you to adapt and personalize the customer journey to optimize both experience and revenue.

Additionally, American Express Cardmembers in France spend on average 2.4 times more annually and 2.3 times more per transaction compared to the average for other credit cards. By catering to this high-value segment with personalized offers, you can significantly increase average order values.


Customers increasingly expect a shopping experience tailored to their preferences. Brands offering personalized promotions and discounts improve their chances of conversion, especially during the end-of-year peak when engagement is heightened.

Leverage all available data. Analyze browsing and purchase histories to suggest complementary products before checkout. Targeted promotions based on customers' preferences and previous searches enhance the shopping experience and build loyalty.

Using data from previous sales periods can also help anticipate consumer behavior. This allows you to adapt and personalize the customer journey to optimize both experience and revenue.

Additionally, American Express Cardmembers in France spend on average 2.4 times more annually and 2.3 times more per transaction compared to the average for other credit cards. By catering to this high-value segment with personalized offers, you can significantly increase average order values.


Customers increasingly expect a shopping experience tailored to their preferences. Brands offering personalized promotions and discounts improve their chances of conversion, especially during the end-of-year peak when engagement is heightened.

Leverage all available data. Analyze browsing and purchase histories to suggest complementary products before checkout. Targeted promotions based on customers' preferences and previous searches enhance the shopping experience and build loyalty.

Using data from previous sales periods can also help anticipate consumer behavior. This allows you to adapt and personalize the customer journey to optimize both experience and revenue.

Additionally, American Express Cardmembers in France spend on average 2.4 times more annually and 2.3 times more per transaction compared to the average for other credit cards. By catering to this high-value segment with personalized offers, you can significantly increase average order values.

3. Offer customers' preferred payment methods

Payment methods directly influence conversions. In France, 87% of consumers consider having their preferred payment method available an important factor when shopping online. Credit cards remain the most popular payment method (71%), but modern e-wallet solutions like PayPal, Apple Pay, and Google Pay are gaining significant traction among consumers.

Even though it’s sometimes seen as an additional option, adding American Express to your checkout process can have a significant positive impact. It stands out as a premium payment option, associated with quality and trust. By integrating it, you enhance your e-commerce appeal and meet the expectations of customers who prefer using their Amex card.

Did you know that 70% of American Express Cardmembers in France say they would be more loyal to an online merchant that accepts Amex? These high-value customers seek the convenience and recognition that their card provides. Furthermore, American Express’s SafeKey technology, with a global success rate of 97%, strengthens payment security while boosting merchant conversion rates.

Alternative payment methods are also essential for penetrating new markets. In Belgium, nearly three-quarters of consumers (74%) prefer using Bancontact for online payments. In the Netherlands, two-thirds of consumers use iDEAL. Tailor your checkout options to match your customers’ preferences and reduce cart abandonment while increasing conversion rates.

Payment methods directly influence conversions. In France, 87% of consumers consider having their preferred payment method available an important factor when shopping online. Credit cards remain the most popular payment method (71%), but modern e-wallet solutions like PayPal, Apple Pay, and Google Pay are gaining significant traction among consumers.

Even though it’s sometimes seen as an additional option, adding American Express to your checkout process can have a significant positive impact. It stands out as a premium payment option, associated with quality and trust. By integrating it, you enhance your e-commerce appeal and meet the expectations of customers who prefer using their Amex card.

Did you know that 70% of American Express Cardmembers in France say they would be more loyal to an online merchant that accepts Amex? These high-value customers seek the convenience and recognition that their card provides. Furthermore, American Express’s SafeKey technology, with a global success rate of 97%, strengthens payment security while boosting merchant conversion rates.

Alternative payment methods are also essential for penetrating new markets. In Belgium, nearly three-quarters of consumers (74%) prefer using Bancontact for online payments. In the Netherlands, two-thirds of consumers use iDEAL. Tailor your checkout options to match your customers’ preferences and reduce cart abandonment while increasing conversion rates.

Payment methods directly influence conversions. In France, 87% of consumers consider having their preferred payment method available an important factor when shopping online. Credit cards remain the most popular payment method (71%), but modern e-wallet solutions like PayPal, Apple Pay, and Google Pay are gaining significant traction among consumers.

Even though it’s sometimes seen as an additional option, adding American Express to your checkout process can have a significant positive impact. It stands out as a premium payment option, associated with quality and trust. By integrating it, you enhance your e-commerce appeal and meet the expectations of customers who prefer using their Amex card.

Did you know that 70% of American Express Cardmembers in France say they would be more loyal to an online merchant that accepts Amex? These high-value customers seek the convenience and recognition that their card provides. Furthermore, American Express’s SafeKey technology, with a global success rate of 97%, strengthens payment security while boosting merchant conversion rates.

Alternative payment methods are also essential for penetrating new markets. In Belgium, nearly three-quarters of consumers (74%) prefer using Bancontact for online payments. In the Netherlands, two-thirds of consumers use iDEAL. Tailor your checkout options to match your customers’ preferences and reduce cart abandonment while increasing conversion rates.

Payment methods directly influence conversions. In France, 87% of consumers consider having their preferred payment method available an important factor when shopping online. Credit cards remain the most popular payment method (71%), but modern e-wallet solutions like PayPal, Apple Pay, and Google Pay are gaining significant traction among consumers.

Even though it’s sometimes seen as an additional option, adding American Express to your checkout process can have a significant positive impact. It stands out as a premium payment option, associated with quality and trust. By integrating it, you enhance your e-commerce appeal and meet the expectations of customers who prefer using their Amex card.

Did you know that 70% of American Express Cardmembers in France say they would be more loyal to an online merchant that accepts Amex? These high-value customers seek the convenience and recognition that their card provides. Furthermore, American Express’s SafeKey technology, with a global success rate of 97%, strengthens payment security while boosting merchant conversion rates.

Alternative payment methods are also essential for penetrating new markets. In Belgium, nearly three-quarters of consumers (74%) prefer using Bancontact for online payments. In the Netherlands, two-thirds of consumers use iDEAL. Tailor your checkout options to match your customers’ preferences and reduce cart abandonment while increasing conversion rates.

4. Provide free shipping and returns

Shipping and return costs are among the top conversion factors, especially during the holiday season. French consumers prioritize free shipping (69%), and free return options foster a sense of security.

Practical tip: Clearly advertise free shipping and returns on your homepage and in the shopping cart. Also, offer express or pickup-point delivery options for last-minute purchases.

Shipping and return costs are among the top conversion factors, especially during the holiday season. French consumers prioritize free shipping (69%), and free return options foster a sense of security.

Practical tip: Clearly advertise free shipping and returns on your homepage and in the shopping cart. Also, offer express or pickup-point delivery options for last-minute purchases.

Shipping and return costs are among the top conversion factors, especially during the holiday season. French consumers prioritize free shipping (69%), and free return options foster a sense of security.

Practical tip: Clearly advertise free shipping and returns on your homepage and in the shopping cart. Also, offer express or pickup-point delivery options for last-minute purchases.

Shipping and return costs are among the top conversion factors, especially during the holiday season. French consumers prioritize free shipping (69%), and free return options foster a sense of security.

Practical tip: Clearly advertise free shipping and returns on your homepage and in the shopping cart. Also, offer express or pickup-point delivery options for last-minute purchases.

5. Offer more flexibility to your customers

Flexible payment options, like Buy Now, Pay Later (BNPL), are highly valued during the holiday season. According to a study, 45% of French consumers consider payment flexibility important for their purchases. By offering solutions like Klarna or Alma, you make products more accessible and increase average order values.

You can offer more flexibility not only by providing BNPL options but also by offering methods that suit your customers' preferences.

69% of French American Express Cardmembers report that they always prefer using their Amex card, whether for big-ticket items or small, everyday purchases. By partnering with the right provider, you can integrate American Express and a payment solution that allows customers to pay in three or four installments without fees, enabling them to better manage their budgets.

Flexible payment options, like Buy Now, Pay Later (BNPL), are highly valued during the holiday season. According to a study, 45% of French consumers consider payment flexibility important for their purchases. By offering solutions like Klarna or Alma, you make products more accessible and increase average order values.

You can offer more flexibility not only by providing BNPL options but also by offering methods that suit your customers' preferences.

69% of French American Express Cardmembers report that they always prefer using their Amex card, whether for big-ticket items or small, everyday purchases. By partnering with the right provider, you can integrate American Express and a payment solution that allows customers to pay in three or four installments without fees, enabling them to better manage their budgets.

Flexible payment options, like Buy Now, Pay Later (BNPL), are highly valued during the holiday season. According to a study, 45% of French consumers consider payment flexibility important for their purchases. By offering solutions like Klarna or Alma, you make products more accessible and increase average order values.

You can offer more flexibility not only by providing BNPL options but also by offering methods that suit your customers' preferences.

69% of French American Express Cardmembers report that they always prefer using their Amex card, whether for big-ticket items or small, everyday purchases. By partnering with the right provider, you can integrate American Express and a payment solution that allows customers to pay in three or four installments without fees, enabling them to better manage their budgets.

Flexible payment options, like Buy Now, Pay Later (BNPL), are highly valued during the holiday season. According to a study, 45% of French consumers consider payment flexibility important for their purchases. By offering solutions like Klarna or Alma, you make products more accessible and increase average order values.

You can offer more flexibility not only by providing BNPL options but also by offering methods that suit your customers' preferences.

69% of French American Express Cardmembers report that they always prefer using their Amex card, whether for big-ticket items or small, everyday purchases. By partnering with the right provider, you can integrate American Express and a payment solution that allows customers to pay in three or four installments without fees, enabling them to better manage their budgets.

6. Create a post-purchase journey to strengthen your brand

A smooth post-purchase experience is key to retaining new customers. 43% of consumers are more likely to return if their post-purchase experience is positive. After the sale, send follow-up messages, offer discounts for their next purchase, or encourage them to subscribe to your newsletter.

Practical tip: Send personalized order notifications and encourage customers to provide feedback to build trust and foster long-term relationships.

A smooth post-purchase experience is key to retaining new customers. 43% of consumers are more likely to return if their post-purchase experience is positive. After the sale, send follow-up messages, offer discounts for their next purchase, or encourage them to subscribe to your newsletter.

Practical tip: Send personalized order notifications and encourage customers to provide feedback to build trust and foster long-term relationships.

A smooth post-purchase experience is key to retaining new customers. 43% of consumers are more likely to return if their post-purchase experience is positive. After the sale, send follow-up messages, offer discounts for their next purchase, or encourage them to subscribe to your newsletter.

Practical tip: Send personalized order notifications and encourage customers to provide feedback to build trust and foster long-term relationships.

A smooth post-purchase experience is key to retaining new customers. 43% of consumers are more likely to return if their post-purchase experience is positive. After the sale, send follow-up messages, offer discounts for their next purchase, or encourage them to subscribe to your newsletter.

Practical tip: Send personalized order notifications and encourage customers to provide feedback to build trust and foster long-term relationships.

To conclude

The end-of-year period presents a unique strategic opportunity for e-retailers, with up to 30% of annual sales happening during this time. To fully capitalize on this potential, implementing concrete actions is essential: enhancing social proof to build trust, personalizing the shopping experience to meet customer expectations, and offering payment methods tailored to their needs.

Integrating solutions like American Express, known for its high-value customer base, can significantly enhance your attractiveness. With 70% of Amex Cardmembers in France reporting greater loyalty to merchants that accept their card, you have a real opportunity to boost conversions while fostering long-term customer loyalty.

Finally, by offering flexible delivery options, free returns, and a polished post-purchase experience, you create a seamless and memorable customer journey that encourages shoppers to return even after the holidays. By optimizing every step of the customer journey and applying the best practices highlighted in this article, you can not only maximize your end-of-year revenue but also lay the groundwork for sustainable growth in 2025.

Sources

(1) AmericanExpress commissioned an Internet panel survey, conducted from April 2024 to May 2024 and based on purchases made in the 6 months prior to the survey.

(2) American Express internal data on cardholder spending in France across Europe, compared to GlobalData Payment Card Analyses for transactions made with national cards at in-country and out-of-country (outbound) terminals, including physical terminals, and initiated remotely, for merchants trading in the local currency, taking into account the wholesale market.

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Table of contents

Table of contents

Table of contents

Table of contents

Table of contents

1. Showcase social proof throughout the purchase journey

2. Personalize the shopping experience

3. Offer customers' preferred payment methods

4. Provide free shipping and returns

5. Offer more flexibility to your customers

6. Create a post-purchase journey to strengthen your brand

To conclude

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MollieGrowthOptimizing Customer Experience for The New Year - 6 Practical Tips
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