A playbook for a new eCommerce era
Closing The èƵ Gap
How brands are using intent to turn once overlooked human data into a powerful new growth lever. And how you can do the same.
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Closing The èƵ Gap
We named the problem,
so now we have to solve it
The èƵ Gap. It's what we call the disconnect between what online shoppers need and the experience they often get.
It is one of eCommerce's biggest challenges. One of the largest limiters to growth, and to customer experience. We literally wrote the book on it. And now we're back with the solution-focused sequel.
Inside you will find everything you need to know to do something about this opportunity. A reminder of how we got here, a new framework and intent-based growth stories from real brands. All supported by an analysis of 50 million eCommerce sessions.
It is one of eCommerce's biggest challenges. One of the largest limiters to growth, and to customer experience. We literally wrote the book on it. And now we're back with the solution-focused sequel.
Inside you will find everything you need to know to do something about this opportunity. A reminder of how we got here, a new framework and intent-based growth stories from real brands. All supported by an analysis of 50 million eCommerce sessions.
Playbook highlights
A framework for understanding intent.
Brands need a way to understand, target and report on all the data points that make up a person’s digital body language. Our èƵ Framework aims to do just that.
And its proven to work, thanks to the 50+ major eCommerce brands who have used our AI agent over the last 2 years.
Brands need a way to understand, target and report on all the data points that make up a person’s digital body language. Our èƵ Framework aims to do just that.
And its proven to work, thanks to the 50+ major eCommerce brands who have used our AI agent over the last 2 years.
èƵ insights from 50 million sessions.
After analysing more than 50 million sessions across a wide sample of the varied eCommerce sites using Made With èƵ in August 2025, we uncovered a thing or two.
The data reveals the human context behind eCommerce traffic, plus the opportunities we overlook when we don't listen close enough.
After analysing more than 50 million sessions across a wide sample of the varied eCommerce sites using Made With èƵ in August 2025, we uncovered a thing or two.
The data reveals the human context behind eCommerce traffic, plus the opportunities we overlook when we don't listen close enough.
12 quick wins for your experiences, with evidence.
This is a playbook, after all. With two years of testing behind us, we share 12 segment spotlights and related growth stories from brands.
From email capture to product discovery, learn about high opportunity segments and how others are adding impact with intent.
This is a playbook, after all. With two years of testing behind us, we share 12 segment spotlights and related growth stories from brands.
From email capture to product discovery, learn about high opportunity segments and how others are adding impact with intent.
èƵ-based insights
Discover new data on the value hidden in The èƵ Gap. Then learn how to find it. Tactic by tactic. Segment by segment.
Get the playbookClose your intent gap
58%
of visitors never had any intent while onsite (yet often get sold to like they do)
2.95x
more visitors are “ready to buy” than those
who actually end up buying
42%
of visitors build a product affinity
(but only 8% add to bag)
(but only 8% add to bag)
Playbook preview
Take a sneak peak inside
Playbook contents
01: A Quick Hello
Why we produced this playbook. The need for a new perspective in eCommerce, and why we believe we're qualified to provide it.
02: End of an Era: Website-First eCommerce
A reminder of why we're here. What our shoppers want from us, why we often don't give it to them and the problems this causes.
03: The New Era: Context-Based eCommerce
The change we need to make. What this new approach looks like, and how technology makes it possible to be more human.
04: The èƵ Framework
The new perspective. How brands can understand, target and report on all the data points that make up a person’s digital body language.
05: èƵ Segments
The way we make this actionable. How to turn individual data points into scalable growth, by combining them and thinking in cohorts.
06: èƵ Experiences
Examples of where intent adds more impact to email capture, social proof, messaging, discounting, abandonment and discovery tactics.
What others are saying
We've proven the value of closing The èƵ Gap with 50+ brands. Here's what some of the people leading the charge have to say. You'll find more in the playbook.
Get the playbookClose your intent gap
The shift in understanding buying stages and user intent away from optimising page behaviour, has fundamentally changed how we see and optimise for our consumers in all departments.
Others optimise by averages; but with èƵ you can optimise by what the shopper needs now, in the moment. You’re able to tailor the message to a shopper’s mindset, and in doing so conversion rises and CAC falls. In 2025, it’s table stakes.
èƵ means we can see what customers are actually doing on site - browsing, researching or buying. Prioritising this helps us to improve customer experience, sales and lifetime value.
èƵ lets us put numbers on the things conversion rate can’t, something we've never been able to see before. Like the value created before someone is ready to buy.
