Most online retailers get this wrong: They obsess over product pages and checkout flows but completely ignore everything that happens before and after.
The truth is, your customers’ experience doesn’t start when they hit “add to basket.” It definitely doesn’t end when they click “complete order.”
Understanding the full e-commerce customer journey, from their first moment of awareness right through to their becoming your biggest advocate, is what separates businesses that grow from those that just survive.
Let’s show you how to map yours properly.
Why Customer Journey Mapping Matters for Online Retailers
Think about the last thing you bought online. You probably didn’t stumble upon a website and immediately purchase it. More likely, you:
- Saw something on social media or heard about it from a friend
- Researched it across multiple sites
- Read reviews
- Compared prices
- Maybe abandoned your basket once or twice
- Eventually made the purchase
- Then had a post-purchase experience (good or bad)
That’s the customer journey. Every touchpoint along that path is an opportunity to either win someone over or lose them forever.
According to Salesforce research, 80% of customers now consider a company’s experience as important as its products. Getting the journey right isn’t optional anymore.
The 5 Stages Every E-commerce Customer Goes Through
Let’s break this down correctly. Here are the five stages your customers move through, what they’re thinking at each point, and what you need to do about it:
| Stage | What They’re Thinking | What You Need to Provide | Key Metrics |
| Awareness | “I have a problem/need” | Educational content, brand visibility, social proof | Traffic, impressions, reach |
| Consideration | “What are my options?” | Product comparisons, detailed info, reviews | Engagement rate, time on site |
| Purchase | “Is this the right choice?” | Transparent pricing, easy checkout, trust signals | Conversion rate, basket abandonment |
| Retention | “Did I make the right decision?” | Excellent service, follow-up, value-added content | Repeat purchase rate, customer lifetime value |
| Advocacy | “I want to share this!” | Referral incentives, easy sharing, and community | NPS score, referral rate, review generation |
Most retailers nail the middle bit (purchase) but completely drop the ball at awareness and retention. That’s leaving money on the table.
Understanding Touchpoints at Each Stage
To help reach your customers, it’s important to understand the different touchpoints within their buying journey:
Awareness Stage Touchpoints
- Social media posts (organic and paid)
- Blog content and SEO
- Influencer mentions
- Word of mouth
- Display advertising
- Comparison sites
At this stage, they don’t know your brand yet. Content marketing needs to solve problems and answer questions, not hard-sell products.
Consideration Stage Touchpoints
- Product pages
- Category pages
- Email nurture sequences
- Retargeting ads
- Live chat
- Customer reviews
- Size guides and product videos
Now, they’re actively evaluating. Make it easy. High-quality product photography, detailed descriptions, and social proof are essential. Check that your website design supports this, if users can’t find information quickly, they’ll bounce.
Purchase Stage Touchpoints
- Basket page
- Checkout process
- Payment gateway
- Confirmation emails
- Order tracking
Remove friction here. Every extra click or form field costs you conversions. Amazon’s one-click ordering didn’t happen by accident.
Retention Stage Touchpoints
- Post-purchase emails
- Delivery updates
- Product care guides
- Customer service interactions
- Loyalty programmes
This is where you prove the purchase was worth it. A great post-purchase experience is what turns first-time buyers into repeat customers.
Advocacy Stage Touchpoints
- Review requests
- Referral programmes
- Social media engagement
- User-generated content campaigns
- VIP customer communities
Happy customers are your best marketers. Make it easy for them to spread the word.
Common Friction Points (And How to Fix Them)
In addition to what you need to do to get the most from your customers, from our experience, here are a few things NOT to do:
Unclear shipping costs. Nothing triggers basket abandonment faster than surprise charges at checkout. Be upfront about delivery costs from the start.
Complicated checkout. Guest checkout should always be an option. Forcing account creation loses you sales. According to Baymard Institute, the average cart abandonment rate is 70%. Nearly a quarter of those abandonments are due to the checkout process being too complicated.
Poor mobile experience. Over 60% of e-commerce traffic is now mobile, so if your site isn’t properly optimised for phones, you’re bleeding revenue.
There is a lack of trust signals. New customers need reassurance. Reviews, security badges, clear return policies, and recognisable payment options build confidence.
There has been radio silence post-purchase. Send that confirmation email immediately. Keep customers updated. A simple “your order has been dispatched” message prevents anxiety and support tickets.
There is no path back. Someone bought it once. Great. Now what? They’ll forget about you if you don’t nurture them with relevant content and offers.
Tools for Journey Mapping
You don’t need fancy software to start. Your first map will work fine with a whiteboard and some Post-it notes. But when you’re ready to level up:
Google Analytics shows you where traffic comes from and how people move through your site. This information is essential for understanding search behaviour and user patterns.
Hotjar or Microsoft Clarity let you see heatmaps and session recordings. Watching real users navigate your site is eye-opening.
Customer surveys are underrated. Just ask people about their experience. You’ll learn things analytics never show you.
Your customer service team has goldmine insights. They hear the complaints, questions, and confusion points daily.
Ready to Optimise Your Customer Journey?
Mapping your e-commerce customer journey isn’t a one-time exercise. Customer behaviour changes, technology evolves, and your business grows. Revisit your map quarterly to keep it relevant.
Need help identifying where your journey is breaking down? We specialise in e-commerce digital marketing that actually drives conversions. Get in touch, and we’ll walk through your customer journey together. You might be surprised by what we find.
Sometimes you’re too close to your own business to spot the gaps. That’s where an outside perspective helps.