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Persona template for: The buyer / online shopper

Save time and money by starting with this 'The buyer / online shopper' persona example. Learn how to make your Retail website easier to use for Sandra. By putting the user first (in this case Sandra), you will be creating an experience that meets Sandra's expectations, supports their goals and remedies any pain points. This persona example could be used for the Retail industry.

Meet 'The buyer / online shopper', named Sandra

"I love finding new and exciting products online but some sites make it hard to buy online when I'm on my smart phone"

Sandra loves to buy products online and spends many hours every week looking for new deals and new products.

This persona is motivated by career progression and maintaining her social life. This persona is 26-35, lives in the suburbs and works in the city. Sandra is married, has 1 child and is often kept busy with work and family life.

People like Sandra are comfortable with technology.

Sandra likes to network when she has spare time but lately her child has been keeping her busy.

How Acme eCommerce can help Sandra

Sandra has come to Acme eCommerce because Sandra's goal is find unique gifts for her friends that have weddings and birthdays coming up. Acme eCommerce could help Sandra with this goal by offering new and interesting products at great prices, but one of the reasons why Sandra has not yet engaged with Acme eCommerce is fear of finding a better deal elsewhere and not being able to find products quickly because of poor navigation.


Comfort level with technology

Sandra is comfortable with technology.


Spare time

On an average day, Sandra has a moderate amount of spare time.


Jargon familiarity

Sandra is not familiar with the industry specific terms that are used in the Retail industry.

Social media usage for Sandra

Of all the time spent on social media on an average day, the distribution of time is as follows:

Facebook: very high usage
Twitter: low usage
LinkedIn: medium usage

Devices that Sandra uses to access the Acme eCommerce website


Desktop / laptop

Sandra uses a computer to access the Acme eCommerce website at work.



Sandra uses a tablet to access the Acme eCommerce website while watching TV.


Smart phone

Sandra uses a mobile to access the Acme eCommerce website when traveling on public transport.

The buyer / online shopper
Stats for 'Sandra' insert_chart
  • Life-stage: mid-way through their career
  • Age: 26-35 years
  • Annual income: $51,000 - $70,000
  • Internet usage: many times a day
  • Social media usage: active
Relationships group
  • Marital status: married
  • Children: 1
Education/skills school
  • Education level: an Undergraduate degree
  • Technical level: comfortable
  • English level: native

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Learn about persona creation

You can learn more about user personas with our articles. Each article is designed to help you improve your digital marketing and improve your content.

The above audience persona templates are good to give you an idea of what a persona is, or to help explain the concept to your marketing team, other team members or you sales team. But these are proto personas. To help with design and marketing decisions, you need to create personas that are based on research are needed.

Going beyond marketing persona examples

You can learn to create your own personas by learning from the below articles. These articles will cover the basics of what personas are and what they are not. In short, personas aren't just a bunch of facts like demographic information and job titles. Personas go beyond demographic stats and takes into consideration attributes such as a person's motivations, behaviour patterns and goals.

Personas are not necessarily a representation of your existing customers. Instead they are a representation of your ideal customer or target customer, and include information that would influence their purchase decisions. Personas also include what's stopping them from buying a product or service from you such as common pain points. Good personas are based on good market research so it's important to learn how to turn a proto persona into a persona that's based on user research.

Articles on digital and content marketing

You can learn more about digital marketing with our articles. Each article is designed to help you improve your digital marketing, and make your digital content more appealing to your potential customers.

If you want to learn how to
  • create your own bespoke personas,
  • design briefs
  • and policies/procedures
that are specific to your marketing strategy, then we have a number of articles for you below.

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