Jason Fung StudioConfidence beats decoration.
A better store does more than look elevated. It makes the buying decision easier.
Research library
Ecommerce Buying-Experience Research
Jason Fung Studio studies how founder-led apparel, hair, beauty and skincare brands can help customers understand, trust and purchase products online.
Central finding
The strongest ecommerce experiences reduce the uncertainty blocking the purchase.
Conversion problems are often confidence problems. Customers hesitate when they cannot answer basic questions about fit, shade, ingredients, installation, authenticity, delivery, returns or whether the product is meant for them.
The Growth Sprint uses this research to diagnose the parts of the buying experience customers currently struggle to understand, trust or act on.
Five conclusions
What the research changes about how a store should be built.
Each niche has different doubt.
Apparel, hair, cosmetics and skincare shoppers do not evaluate risk the same way.
Product pages replace the store visit.
Online pages must compensate for what customers cannot touch, try, test or ask in person.
Offers should simplify choice.
The best bundles, sets and routines clarify the right complete purchase, not just the discount.
Every change should be testable.
Research creates a hypothesis. Client analytics decide what actually worked.
Method
Observed patterns are useful. They are not magic formulas.
The research reviewed representative leading and high-visibility ecommerce brands, including SKIMS, Gymshark, Alo, Represent, UNice, Luvme Hair, Mayvenn, Indique, Rhode, Rare Beauty, Fenty Beauty, Glossier, The Ordinary and Tower 28.
- Record what the brand does across navigation, offers, product pages, education, proof, policies and mobile journeys.
- Identify the customer question or buying objection each pattern appears to solve.
- Cross-check the pattern against independent ecommerce usability research where possible.
- Apply the pattern only when the same problem exists in the client's customer journey.
- Measure the effect using analytics, baseline data and future experiments.
Apparel and streetwear
- Gymshark
- SKIMS
- Represent
- Alo Yoga
Hair and wigs
- UNice
- Luvme Hair
- Mayvenn
- Indique Hair
Cosmetics
- Rare Beauty
- Fenty Beauty
- Glossier
- Tower 28
Skincare
- Rhode
- The Ordinary
- Tower 28
- Glossier
Repeated use by large brands does not prove causation. Internal brand analytics are unavailable, and every recommendation still has to fit the client's product, audience, stage and traffic source.
Category findings
Different products create different buying questions.
Apparel
Fit, sizing, quality, fabric, body compatibility, styling and return confidence.
Streetwear
Identity, cultural legitimacy, drop logic, material quality and product context.
Hair and wigs
Installation, lace appearance, density, texture, cap construction, authenticity and care.
Cosmetics
Shade, finish, appearance on different people, application and identity fit.
Skincare
Skin compatibility, ingredients, routine order, safety, efficacy and expected results.
Diagnostic framework
The Buying Experience Score looks at the whole path to purchase.
A store is scored around the customer journey, not a checklist of design trends. The goal is to identify what should change first and what can wait.
Offer clarity
What is being sold, who it is for, why it matters and what to buy next.
Product confidence
Suitability, fit, quality, use, appearance, delivery and returns.
Journey alignment
Consistency from ad to landing page, store, product page, cart, email and SMS.
Mobile usability
A clear path for customers arriving through social, email, SMS and paid traffic.
Trust and risk
Proof, policies, company information, customer evidence and support access.
Merchandising
Logical bundles, sets, complete looks, routines and cross-sells.
Measurement readiness
Analytics, campaign tracking, events, baselines and experiment documentation.
Applied research
Research only matters when it improves your customer's decision.
The Growth Sprint turns this research into a prioritized diagnosis, focused implementation and documented handoff for your Shopify business.
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