For the second edition of Growth Gems, we spoke with Priyank Sharma, Head of Sales & Customer Success at Enalito, about the power of personalization in ecommerce.
Maisonette has built a trusted marketplace for premium children’s brands. Their strong product curation and solid email engagement have helped them stand out in a competitive space. But according to Priyank, there’s a big opportunity they’re missing out on – and it all comes down to personalization.
At first glance, Maisonette seems to be doing everything right. They’ve earned parents’ trust by curating a thoughtful selection of high-quality brands, and they keep their customers engaged through frequent email promotions. But dig deeper, and it’s clear they’re missing opportunities to optimize the shopping experience for higher conversions, better retention, and greater customer lifetime value.
So, we asked Priyank to take a closer look at what Maisonette is doing well, where they could improve, and what any ecommerce brand can learn from their approach.
Q: What’s one thing Maisonette is doing exceptionally well?
Priyank Sharma: Maisonette has built a really strong brand identity in the ecommerce space. A lot of retailers try to be everything to everyone, but they’ve done a great job staying focused on their niche. Parents shopping for high-quality children's products know they can trust Maisonette to curate the best brands all in one place.
They’ve also done a solid job with email marketing. They’re consistently reaching out to their subscriber base with offers and promotions, which helps keep customers engaged and coming back. That mix of curation and communication is something a lot of brands could learn from.
Q: Where do you think Maisonette is leaving money on the table?
Priyank Sharma: There are a few areas where they could really improve, and they all tie back to personalization.
One of the biggest gaps is product recommendations. If you browse a t-shirt on their site, you might get recommendations for completely unrelated products – home decor, for example – rather than complementary apparel that makes sense with what you’re already looking at. That’s a missed opportunity to increase average order value.
Another area that could be improved is real-time customer engagement. They don’t have an advanced AI chatbot to help guide customers through the buying process, which means shoppers who need assistance might leave the site instead of completing their purchase.
And then there’s email marketing. While they’re doing a great job sending emails, they’re not fully personalizing those campaigns based on individual customer behavior. Right now, their emails feel one-size-fits-all, but they could be segmenting customers based on browsing history, past purchases, and preferences to make each message more relevant.
Finally, automation is another big gap. There’s no system in place to re-engage shoppers at different stages of their journey. If someone browses products but doesn’t buy, there’s no follow-up to bring them back. If they make a purchase, there’s no personalized post-purchase sequence encouraging them to buy again. These small but strategic adjustments could make a big difference in conversion rates and retention.
Q: What’s one universal growth tip you’d share with ecommerce brands?
Priyank Sharma: Personalization is not a one-time checkbox. It needs to be integrated into every touchpoint of the customer experience.
The more tailored and relevant an experience feels, the more likely a customer is to engage with it. That means product recommendations should actually reflect a shopper’s interests, emails should be segmented and personalized, and automation should keep customers engaged long after they leave the site.
Too many brands stop at just one or two personalization tactics and think that’s enough. But the most successful ecommerce brands invest in making personalization seamless across the entire shopping journey.
Q: Looking ahead, what’s a trend Maisonette – and other brands – should be thinking about now?
Priyank Sharma: The next step for ecommerce personalization is hyper-personalization.
Right now, a lot of brands are just scratching the surface with basic segmentation and recommendation engines. But the future is about leveraging customer data at a much deeper leve – predicting what a shopper might want before they even search for it.
This means more dynamic content, real-time product recommendations, and omnichannel personalization that creates a seamless experience across email, SMS, and on-site shopping. Brands that start implementing these strategies now are going to have a massive competitive advantage in the next few years.
The Takeaway
Maisonette – and any ecommerce brand – can unlock untapped growth potential by making personalization a core part of their strategy.
Here’s what they, and other brands, should focus on:
- Fixing product recommendations so they show relevant, high-converting suggestions instead of random pairings.
- Adding an AI chatbot to keep customers engaged and help them find what they need in real-time.
- Personalizing email marketing with segmentation based on customer behavior, rather than sending generic blasts.
- Using automation to re-engage shoppers at the right moment, whether they abandon a cart, browse without buying, or complete a purchase and could be encouraged to buy again.
The brands that invest in real, strategic personalization, not just surface-level changes, will see higher conversions, better retention, and stronger customer loyalty.
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