How to create a good online shopping experience

Paul Drecksler, founder of Shopifreaks

Fine food customers are drawn to experiences that reflect sophistication and authenticity. This starts with understanding who you’re trying to reach. If you’re targeting food connoisseurs or chefs, their needs and expectations will differ significantly from those of everyday shoppers. Invest in data – not just raw numbers but meaningful insights into what your audience values. Personalization plays a significant role here. When a customer logs in or receives an email, they should feel like the experience was designed for them. Whether it’s tailored recipes, exclusive offers, or behind-the-scenes content about your sourcing practices, personalisation builds a connection.

Gather feedback, read reviews, and pay attention to what customers are saying—good or bad. And stay sharp on trends. Whether it’s a shift toward plant-based eating or an interest in sustainable packaging, knowing where the market is heading lets you adapt and stay relevant.

Karim Salama, founder of e-innovate

Make sure you’re consistent, and don’t misinterpret this as repeating the same content everywhere. Tailor your message for each platform while ensuring your core values remain clear. On Instagram and Pinterest, focus on visually engaging content, whereas LinkedIn works better for more detailed, thought-leadership-style posts that can dive into aspects like sustainability or craftsmanship. Twitter/X is ideal for quick interactions and trending conversations, where your brand’s voice should remain consistent, even in short posts.

Engaging with your audience through comments, direct messages, and reviews is also crucial for building long-term relationships. This personal connection helps foster loyalty and trust, which is vital for a successful online presence.

Robert Goldsmith, CEO of Spinnaker

Authenticity resonates deeply with UK consumers, especially for speciality or premium brands. Use social media to tell your story - whether it’s the craft behind small batch production, rare ingredients, or your brand’s origins. Rich visuals and storytelling build trust and interest.

UK consumers love interactive experiences. Use social media to run polls, share recipes, host live Q&A sessions, or showcase user-generated content. Encourage customers to share how they use your products - it’s a great way to build loyalty.

Don’t rest on your laurels. The world of digital is the perfect environment to test, learn, evaluate and go again. So be clear about your objectives, find the best means to record your impact, and you will enjoy the dividends of a strong digital brand.

Alex Halls, senior account director, Hatch

Organic search is crucial, and both websites and social platforms need to be optimised for consumer intent. Social is the go-to place for inspiration-led searches, and offers the opportunity for brand discovery and audience interaction. The aim is to inspire, educate and entertain audiences on social, it’s no longer fine to just showcase the product you offer and hope it speaks for itself, you need to build a brand tone of voice and capture the attention of your audience to build a community online around the brand and product. Take Innocent for example, the proportion of its content which is solely product focused is minuscule, but they’re widely regarding as one of the brands doing it best.

Ann Grier, head of growth, The Seed Group

Platforms like Instagram and TikTok give brands a space to highlight what makes them unique, whether the ingredients’ quality, the passion behind the process, or the people who make it all happen. Short-form videos, live tastings, and behind-the-scenes content help bridge the gap between digital and real-life experiences, offering a taste of what’s to come.

Beyond content, social media builds community. Engaging storytelling, interactive polls, and user-generated content help turn one-time buyers into loyal fans. And with features like TikTok Shop, brands can seamlessly turn engagement into sales.

Pamela Miller, founder, AB Fiftyone

Your digital space should be intuitive with easy navigation and fast load times, keeping potential customers engaged.

In the fine food sector, finding your brand’s unique voice is vital. Customers should connect with the food’s origins and embrace your brand’s values. Key touchpoints are interactive recipe blogs, customer stories, and live cooking demos on social media, all building a rounded experience.

Finally, extend beyond products by hosting virtual tastings or collaborating with chefs aligned with your ethos, embedding your brand within foodie communities. Move from seller to storyteller for a lasting online presence.