Lowe’s wants to roll out personalized website to all customers by end of 2026

Shoptalk // March 27, 2026 Lowe’s wants to roll out personalized website to all customers by end of 2026 By Allison Smith The humble e-commerce site is getting a major upgrade at Lowe’s.

The Mooresville, North Carolina-based home improvement retailer is expanding a feature that uses customer data — things like location, browsing behavior and past purchases — to personalize its website.

The feature is now being rolled out to a percentage of customers — though Lowe’s declined to specify how many — with a broader launch planned by the end of the year. The personalization will show up through modular content blocks on Lowe’s website that can be swapped, reordered or customized based on customer behavior.

Lowe’s homepage is made up of different sections, or “modules,” such as featured banners and product recommendation areas, that can either stay the same for everyone or change based on the shopper. Lowe’s started to introduce these personalized content modules to its website at the end of 2025.

One module that has already been fully rolled out is a weather widget that recommends projects based on local conditions. It’s part of Lowe’s broader plan to revamp its e-commerce site.

Lowe’s previously told Modern Retail how it was adding more AI-powered recommendations and personalization to its website, as well as beefing up its marketplace with expanded product categories and more video content on its product description pages.

With its personalized website, Lowe’s is changing what customers see, including surfacing product recommendations, depending on who they are and what they are trying to accomplish.

“As you go to the Lowe’s website, and as I go to Lowe’s website, we’re going to see different content, depending on where you’re geographically located, what your preferences are and what your shopping behaviors are,” Joe Cano, Lowe’s svp of digital commerce said in an interview with Modern Retail at Shoptalk Spring.

“If you bought an appliance, we’re not going to serve you up an appliance again, because you’re not going to buy another refrigerator,” Cano said. Instead, Lowe’s may recommend complementary purchases like water filters or kitchen upgrades, or surface new project ideas, he added.

Cano said early tests showed improvements in both engagement and conversion over its traditional site, though he declined to share specific figures. The company is now expanding the rollout as it adds more personalized sections across the site. “My goal is that by the end of the year, this is rolled out across the board in the right modules,” Cano said.

“Then, as we see and learn how customers are engaging with that, putting different modules in there, as well,” Cano said. The weather widget is one example of how these personalized sections can change based on a shopper’s specific circumstances.

If it’s raining, the site may suggest indoor projects and related products, such as kitchen cleaning or painting supplies. If it’s sunny, the site may instead highlight products tied to outdoor tasks, like gardening. The company is also experimenting with location-based recommendations tied to inventory availability at nearby stores.

Cano said the experience can be personalized down to the ZIP code level. A screenshot of Lowe’s weather module on Lowes. com. Over time, Cano said the level of personalization could become much more pronounced, with individual customers seeing meaningfully different versions of the site.

“Your page right now will look 15-20% different, but in a year, it could be 100% different from what I’m seeing,” he said. “We are basically personalizing a website for you.” Lowe’s is also beginning to use purchase history to determine when customers may be ready for their next big purchase.

Cano said the company is looking at typical replacement timelines for major home purchases — like appliances, which often last about seven years — to better time when it surfaces recommendations.

With Lowe’s new personalized site, a homepage widget could surface product recommendations based on that timing — for example, suggesting appliances when a customer may be nearing the end of a typical replacement cycle. Some of the personalization will also extend to the visual presentation of the site itself.

Cano said Lowe’s is experimenting with changing the background imagery behind featured content to better reflect a shopper’s location. For example, a customer in Florida may see imagery tied to warm-weather outdoor projects, while someone in Wisconsin could see visuals more aligned with seasonal indoor projects, even within the same section of the homepage.

Melissa Minkow, director of retail strategy at CI&T, said personalization is becoming essential as online catalogs grow more complex. “This is the future of online shopping,” she said. “We know that that’s what consumers are looking