Methods, computer readable media, and devices for a generic framework using assignment and context data constructs to provide a customized experience are disclosed. One method may include retrieving a first user context, including a set of user key:value pairs and information identifying a shopping location, based on a first user request received by a commerce platform, identifying a first assignment, including a set of assignment key:value pairs, information identifying an assignment location, and a set of assignment experiences defining a shopping experience, based on the first user context, and presenting the shopping experience to the first user. The method may further include retrieving a second user context based on a second user request, identifying a second assignment based on the second user context, and presenting a second shopping experience based on the second assignment.