Walmart

Other retailers, including home-improvement chain The Home Depot and office-supplies retailer Staples, have been working to personalize the online shopping experience. In fact, a quarter of customers who visit The Home Depot’s homepage see product recommendations that are based on recent purchase or browser history, according to the company.

Retailers have seen benefits in personalizing their websites for customers, as well as other efforts to improve the online shopping experience. Overall, Forrester Research analyst Sucharita Mulpuru said that changes in customization can help lift a retailer’s online sales in the mid-single digits.

Walmart said that customers have responded well to improvements it has made to its website in the past two years, including quadrupling the assortment of items it offers online to 8 million. For example, when Walmart updated its search tool, it saw a 20 percent increase in shoppers completing a purchase after searching for a product using the new search engine.

Walmart has other changes in store for customers. Among them: Over the next couple of months, customers will see a quicker online checkout process: They’ll view one page instead of six before clicking on the “buy” button. And the company will be able to update web pages quicker with new products.

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