Personalization is all about communicating a message aimed directly at the individual user. Emotional design focuses on the overall emotional impact of design choices, including those that involve personalization. Combining the personal and the emotional is where the real magic happens.
eCommerce sites and apps that are not mindful of mobile eCommerce best practices will be left in the dust and stand to lose billions. But successful mobile eCommerce experiences can be achieved by following these mobile eCommerce UX design best practices (with infographic).