Fragrance Samples UK faced a classic e-commerce challenge: choice overload. With thousands of fragrances on offer, customers often lacked confidence to decide, leading to abandonment before purchase. This wasn’t unique to them — cart abandonment averages 70% across e-commerce, and in beauty and personal care it rises to 72%. A key driver is decision fatigue, where too many options overwhelm shoppers and erode trust in their choices. Research shows that narrowing from a wide range (hundreds of fragrances) to a curated shortlist can increase purchase likelihood by up to 10×. Fragrance Samples wanted to tackle this head-on: customers were arriving via Google Ads, SEO, and email campaigns, engaging with products, but dropping off at checkout because they weren’t sure they’d chosen the right scent. The challenge was threefold: Reduce decision fatigue by guiding users quickly to relevant options. Increase confidence in fragrance selection, reducing abandonment. Prove commercial value fast with a lean AI MVP that could be tested in-market. By addressing these issues, the goal was to give users more confidence in their purchase and lift conversion.