E-commerce customer journey map template
An e-commerce customer journey map shows what a shopper goes through when they buy online: how they find a product, what makes them hesitate, how checkout and delivery (shipping, in US terms) feel, and what happens after the parcel arrives. This template follows a typical online purchase from the first search to a review or a return, ready to adapt to your own shop.
- Ad imagery does not match the actual product
- Sponsored results are hard to distinguish from organic ones
- Product name is too generic to find again without a direct link
- Photos only show one angle and no scale reference
- Product description is full of vague marketing language
- No size guide or compatibility information available
- Reviews feel fake or too uniformly positive
- Hard to filter reviews by verified buyer or specific use case
- Competitor sites load faster and have better product comparisons
- Delivery estimate is vague — 'ships in 3-7 business days' with no more detail
- Returns policy is buried in the footer and written in legalese
- Free delivery threshold is higher than the order value
- Checkout requires account creation before purchasing
- Too many steps before reaching payment
- Discount code field is prominent but the shopper doesn't have one, making them feel they're overpaying
- Preferred payment method is not available (e.g. PayPal, Klarna)
- Order confirmation page has no estimated delivery date
- Confirmation email is plain-text with no order summary
- Tracking link is not active until the day of delivery
- No proactive updates when the delivery is delayed
- Courier leaves parcel in an unsafe place without notification
- Packaging is excessive and hard to open without damaging the product
- Item looks different in person compared to the website photos
- No packing slip or returns instructions included
- Product performs differently than described
- No instructions or setup guide included for more complex items
- Customer support is hard to reach if something goes wrong
- Review request email arrives too early before the product has been used
- Return process requires printing a label which not everyone can do
- No acknowledgement that the return was received once posted
- Use authentic product photography in all paid ads
- Label sponsored content clearly but make it visually appealing
- Optimise product page titles and descriptions for branded search
- Add at least 5 photos including lifestyle shots and a size/scale reference
- Write descriptions that answer common pre-purchase questions
- Add a size guide, compatibility checker, or fit quiz
- Display verified purchase badges on all reviews
- Add review filters by rating, use case, or body type
- Add a comparison table for similar products in the same range
- Show specific delivery date estimates on the product page
- Add a simple one-paragraph returns summary near the add-to-cart button
- Reduce or clearly communicate the free shipping threshold
- Offer a guest checkout option with no forced registration
- Reduce checkout to 3 steps or fewer
- Move the discount code field to a less prominent position in checkout
- Add at least one buy-now-pay-later and one digital wallet option
- Display an estimated delivery date prominently on the order confirmation page
- Send a visually branded confirmation email with a full order summary
- Provide live tracking from the moment the order leaves the warehouse
- Trigger an automatic delay notification email as soon as a delay is detected
- Let customers specify a safe place or delivery preference at checkout
- Invest in right-sized, easy-open packaging that reflects the brand
- Audit product photography regularly against actual product appearance
- Include a packing slip with clear returns instructions in every box
- Set accurate expectations in product descriptions rather than overselling
- Include a QR code linking to a setup guide or video for relevant products
- Offer a live chat option during the first 14 days post-purchase
- Time review request emails based on typical product usage (e.g. 7 days for apparel)
- Offer a paperless QR code return option
- Send a confirmation email when the return is received and when the refund is processed
Scroll sideways to see every step. “Open this template” gives you this map as your own copy to edit.
At a glance
This template maps an online purchase in 5 phases and 10 steps, across 11 touchpoints: search, social media, influencer, online store, reviews, checkout, payment, email, order tracking, packaging and returns. The overall feeling is mixed (3.1 out of 5), and 1 of the 10 steps is frustrated or angry. The biggest drop, the first of several of the same size, comes between “Reads Reviews and Compares Options” and “Checks Delivery and Returns Policy”.
- Phases
- 5
- Steps
- 10
- Touchpoints
- 11
- Overall feeling
- Mixed
- 3.1 out of 5
- Needs attention
- 1 of 10 steps
- frustrated or angry
- Biggest drop
- 1 point
- Reads Reviews and Compares Options → Checks Delivery and Returns Policy (the first of several equal drops)
The 5 phases of an online purchase
1. Discovery
Most journeys start away from your website: on a search results page, an ad or a creator's post. What matters is the landing. Does the product page answer the questions the ad raised?
- Finds Product Through Search or Social · 😐 Neutral. Shopper discovers the product via a Google search, Instagram ad, or influencer recommendation.
- Lands on Product Page · 😐 Neutral. Shopper views the product listing and evaluates whether it meets their needs.
2. Consideration
Shoppers compare, read reviews and look for the catch. Delivery costs and the returns policy are where doubt creeps in, which makes this the first frustrated step in the map.
- Reads Reviews and Compares Options · 😐 Neutral. Shopper scrolls through customer reviews and browses similar products to compare.
- Checks Delivery and Returns Policy · 😤 Frustrated. Shopper looks for delivery time, cost, and what happens if the product doesn't work out.
3. Purchase
Checkout either confirms the decision or undoes it. Forced account creation, extra steps and a missing payment method can all lose a sale at the last moment.
- Adds to Cart and Begins Checkout · 😐 Neutral. Shopper adds the item to their cart and starts the checkout process.
- Completes Payment · 😊 Happy. Shopper enters payment details and places the order.
4. Delivery
The wait between paying and receiving. Good tracking and early warnings about delays keep this calm; silence and a parcel left on the doorstep do not.
- Waits for Delivery · 😐 Neutral. Shopper waits for their order and checks tracking obsessively.
- Receives the Package · 😊 Happy. Shopper receives their order and opens it.
5. Post-Purchase
The product meets real life. Whether the shopper leaves a review, buys again or starts a return depends on how well the earlier promises held up.
- Uses the Product and Forms an Opinion · 😐 Neutral. Shopper uses the product and decides whether it met their expectations.
- Leaves a Review or Returns · 😐 Neutral. Shopper either leaves a review or initiates a return based on their experience.
Where an online purchase goes wrong
The step where the customer is frustrated or angry, with its pain points:
Checks Delivery and Returns Policy
- Delivery estimate is vague — 'ships in 3-7 business days' with no more detail
- Returns policy is buried in the footer and written in legalese
- Free delivery threshold is higher than the order value
Ideas to fix the low point
Checks Delivery and Returns Policy
- Show specific delivery date estimates on the product page
- Add a simple one-paragraph returns summary near the add-to-cart button
- Reduce or clearly communicate the free shipping threshold
How to adapt this template
- Start where your customers really come from. If most arrive from a marketplace, an email or a comparison site, change the first steps and touchpoints to match.
- Use your funnel data. Where people leave between the product page, the basket (cart) and payment shows which steps need the most detail.
- Read your reviews and returns reasons. They show what shoppers expected and didn't get. Put their words in the pain points.
- Split the map by customer type if first-time buyers and regular customers behave very differently.
- Add your service channels, such as live chat or a help centre, at the steps where customers reach for them.
Who uses this map
It's written for e-commerce managers, UX and conversion specialists, customer service leads and marketers who want to agree where an online purchase loses people and what to fix first. Owners of small shops can use it as a checklist of the moments that shape a first order.
Frequently asked questions
What is an e-commerce customer journey map?
A step-by-step view of buying online from the shopper's side: what they do, where it happens, how they feel and what gets in the way. It puts marketing, the website, delivery and customer service in one picture.
What are the stages of the e-commerce customer journey?
This template uses 5 phases: discovery, consideration, purchase, delivery and post-purchase. Some teams add a loyalty phase for repeat orders.
Which steps should I improve first?
Start with the steps where feelings fall and the steps where your data shows people leave. In this template the low point is checking the delivery and returns policy, before the shopper has even reached checkout.
Does it work for marketplaces or subscriptions?
Yes, with changes. For a marketplace, add the seller as a touchpoint in delivery and returns. For a subscription, add steps for renewing, skipping a delivery and cancelling.
Is it free?
Yes, Journey Maps is free. You can open and edit this template without signing up. Your map stays in your browser until you sign in to save it, export a PDF or share a read-only link.
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Open the e-commerce purchase templateUpdated November 2026