There are five types of shoppers whom we should keep in mind while solutioning for any commerce journey and scenarios.
Product Focused
These are the shoppers who knows what to buy but are not brand conscious. They would go ahead buy the best deal possible under any brand for that product category.
Browsers
These are the ones who are not sure on what needs to be bought. There is an intent behind the shopping such as purchase a birthday gift, or buy something to eat, or just spend some fun time. These are customers who are attracted by good packaging, unique offerings, sale deals etc.
Researchers
These are the ones who have done a thorough research on the product they wish to buy. The lead time to convert such customers is high but these are the type who will stay loyal once they narrow down their consideration to your brand. These are hard to convert, but very easy to maintain.
Bargain Hunters
These are the ones who knows what they want but spend a lot of their time to find the best deal. These are the customers who spend time on mobile while walking down in the aisle to compare prices, or check both Ola / Uber rates before booking etc.
One Time Buyer
These are the ones who buys a product because it is available for free or under some offer. There is no further intent to buy the same product again.