How to Map Your Ecommerce Customer Journey

Just like tow truck business, the ecommerce customer journey is just like any customer journey. It describes the entire experience that a customer goes through to purchase a product from a company online. From the moment they get to be aware of your product, to when they complete the purchase and reach out to customer support. Touch points can include when someone sees a social media ad, when a friend tags them to a post online or just when they come across your website.

If you want to have a better understanding of ecommerce customer journey, here are some of the simplest stages you need to understand.


The first stage of ecommerce customer journey is awareness. At this stage, a prospect is experiencing and expressing symptoms of a problem or an opportunity. A potential customer is experiencing a problem and is doing research to understand their problem. During this stage, customers are researching the issue they have been having to see if it has a solution, overcome any misconceptions they have and put priority on solutions.


In the consideration stage, potential customers are researching products and methods to solve their problems. Let’s take an example where you want to start a morning routine. You do some research on Google and see a few ads on social media and realize you want a morning routine journal. Now that you are very sure of what you want, the next step of the process is to research for solutions. You will go to Google and Amazon to see what morning routine journals are available and which ones have the best reviews.


During this stage, potential customers are narrowing down their list to products they want to buy. This is the time they will be learning what makes your product stand out from the competition. They will also learn why your product is the one they need. This is a very important stage as it involves understanding the various touch points so that you can communicate what makes your product unique.


There is another very important state known as retention. After a customer buys a product, their experience and decision to buy from you will rely solely on the quality of your products and customer service. Let’s take an example that a package was missing, delivered to the wrong address or they want to return the product. If that experience doesn’t go well, they will not buy from you again. If the experience goes well, they will probably consider leaving a positive review. Additionally, during the retention stage, you need to consider retargeting marketing and social media ads so that your products can show up online.

You need to understand that an ecommerce journey map is a visual representation of the various touch points on a customer journey. This map helps in portraying the stage of the buyer’s journey a customer is in, all the list of goals as well as channels through which customers can come across that touch point. The more touch points you have, the more necessary a customer journey map becomes.


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