Personalization in ecommerce is a personal interaction between your website and the shopper. Personilization can be achieved by looking at the context, behavior and history for a customer. The context looks at the specific situation a user is in, what device are they using, where are they located, how did they find your site? Behavior is what they are doing or not doing on your site. History is the actions they have taken on your site and/or purchases they have made in the past. Considering this data and taking action on it, a savvy merchant can present the shopper with offers and interactions related to the shoppers overall experience.