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A Buyer Persona is the profile of a company’s typical buyer, who may not necessarily be the product’s user (e.g., a mother buying for her child). This profile is created by gathering information on existing and potential customers in order to identify common elements and trends. Whether developed from scratch or from a template, a Buyer Persona includes a sample name and photo, demographic information, a brief description, frustrations, goals and motivations, online and offline behavior. Marketing, sales, product development, and customer service departments use the Buyer Persona to interact with and cater to their customers in more effective ways.