From browsers to buyers: Mastering conversion on your own webshop
In the competitive European fashion market, your own webshop is your most important channel. But how do you stop browsers from bouncing and turn them into loyal fans?
The traditional focus on volume-at-all-costs is giving way to a more sustainable model—one that prioritises high-quality growth and bottom-line profitability over deep discounts.
To unpack how technology and experience drive this shift, Elena Ermishina sat down with Dr. Christian Dethlefs, Head of Business Consulting at SCAYLE, on the latest episode of Business Casual. SCAYLE, a commerce engine originally developed by ABOUT YOU, focuses on building flexible software around the needs of the customer.
Start with a frictionless journey
Conversion starts by removing every possible reason for a customer to leave. In online commerce, switching to a competitor is just one click away.
Common friction points include:
Page speed: A slow-loading site is a major source of frustration.
Unclear CTAs: Buttons must be 100% clear so customers know exactly how to add items to their basket or proceed to checkout.
Hidden costs: Transparency is key. Finding out about high shipping costs only at the final step often leads to abandoned carts.
Anything that stops the consumer from proceeding in the checkout journey is a reason for them to go to a different webshop. The main goal must be to eliminate every extra step and make the journey from first click to order button as easy as possible.
Personalisation is the ultimate differentiator
Once you’ve fixed the common mistakes, the next step is differentiation. Christian believes personalisation is the most significant lever for conversion.
Shoppers today are overwhelmed by choice. They value brands that manage to understand them as consumers and show them products they actually like, saving them from "endless time scrolling".
"I actually prefer if online shops understand me as a customer," says Christian. "They know my history and they recommend the products I might prefer". This can range from a personalised welcome message using the customer's first name to advanced segmentation that suggests products based on past purchases.
Flexibility through your tech stack
To enable these inspiring experiences—like virtual try-ons or special creator collections—your technology must be flexible. Christian recommends a "headless" approach where the backend is detached from the frontend.
"You have a very solid backend system that just runs the online shop," Christian says. "And on top of that, you can design and tailor your frontend to your own needs". This allows brands to adjust features or designs without having to touch the complex backend architecture.
Building loyalty beyond the transaction
With rising customer acquisition costs, converting a browser into a one-time buyer isn't enough; you need loyal fans.
Christian suggests moving beyond a purely transactional platform to create an experience that interests customers enough to return. Building a community—often by partnering with content creators—makes customers feel part of something bigger.
"If you attach a loyalty program to personalisation and the history of a customer, that can even make a difference," Christian notes. Not every customer should see the same offer; their unique history should dictate their benefits.
The future of fashion e-commerce belongs to the flexible
Optimising your webshop for 2026 isn't about chasing every new trend; it’s about mastering the fundamentals of friction-free commerce while building a tech stack that allows for rapid innovation. By removing barriers in the checkout journey and doubling down on personalisation, brands can meet shoppers exactly where they are. As the European market continues to evolve, the ability to turn a simple transaction into an inspiring experience will be the ultimate competitive advantage.
