Ecommerce Customer Experience: Tips for Success

Picture your favorite in-store shopping experience, where everything feels right and goes smoothly. A warm welcome, finding the perfect style, and a seamless checkout. Now, imagine capturing that same magic with your online store. The right approach will create an ecommerce customer journey that feels just as personal as stepping into a brick-and-mortar shop. Here’s how to build an ecommerce customer experience (CX) that increases sales, loyalty, and brand awareness.

• What is ecommerce customer experience (CX)?
• Why does CX matter in ecommerce?
• CX vs. user experience (UX)
• Eight strategies to improve ecommerce CX

Ecommerce CX includes every interaction that a customer has with your brand online, whether it’s viewing a digital ad, making a purchase, or contacting online support. Before you decide how to create or improve your customer experience, it’s important to realize that the customer journey isn’t linear. Shoppers engage across many touchpoints before they decide to buy. Successful brands stay memorable by connecting with customers and using data to enhance every step of the process.

Pre-purchase experience
The pre-purchase stage sets the tone for a customer's relationship with your brand. Ads, product pages, and personalized recommendations help engage and inform. For example, a retail brand might enhance its online pre-purchase experience with virtual try-on technology. By allowing customers to see how apparel fits or what a lipstick shade looks like on their skin tone, shoppers can make more confident decisions without physically interacting with products in a brick-and-mortar store.

Purchasing process
The buying process should feel seamless; customers should be able to easily navigate through all the steps between browsing to checkout. Secure payment options, guest checkout, and clear progress indicators help reduce friction. Consider offering convenient options like one-click checkout, which enables shoppers to finalize their purchase instantly. This helps reduce abandoned carts by making the transaction quick and effortless.

Post-purchase experience
This phase is key to building loyalty. Timely order updates and personalized thank-you notes keep customers engaged beyond the sale. For instance, after purchasing a skincare product, a brand might send a personalized thank you email with a tracking link and tips for best results, along with a reminder to replenish in 90 days. Thoughtful and well-timed communication can turn a single purchase into a longer relationship.

Ongoing relationship building
To build lasting relationships, brands need more than promos. Personalized follow-ups, loyalty programs, and community memberships keep customers connected and excited about future interactions. For example, a brand could create a VIP loyalty program where customers earn points for every purchase, gain access to exclusive products, or enjoy early sales. This helps build excitement and keeps customers engaged with your brand.

Your customers are the heart of your business. Without them, your brand wouldn’t exist. A strong experience not only earns loyalty but turns shoppers into advocates for your brand. In fact, our research shows that 80% of customers say the experience a company provides is as important as its products and services. As customer expectations evolve with every passing year, experiences have become a number one priority for brands. By focusing on ecommerce CX, you can:

• Build emotional connections: Memorable experiences make customers feel valued.
• Boost loyalty: Happy customers stick around, reducing the need for constant acquisition.
• Inspire brand advocacy: Satisfied customers recommend you to others.
• Strengthen your reputation: Consistent CX helps shape a positive brand image.
• Increase sales: When customers trust your brand, they buy more and more often.
• Stand out from competitors: A great CX sets you apart in a crowded market.
• Reduce churn: Loyal customers are less likely to leave. Plus, returning customers spend 67% more than new customers.
• Improve conversions: A smooth journey keeps customers engaged.
• Meet expectations: Knowing what your customers want allows you to exceed their needs.

While ecommerce CX and UX are closely related, ‌each serves a different purpose. Customer experience covers all customer interactions with your brand — from social media to emails and post-purchase support. The goal is to create meaningful experiences at every touchpoint. Examples of ecommerce CX include:

• Personalized recommendations
• Engaging social media interactions
• Thoughtful post-purchase communications
• A prompt support with live-chat assistance, detailed FAQ, and self-service

User experience centers on the design and usability of your website or app, and all of the features and functionality that make the experience intuitive and easy. Examples of UX include:

• Clear navigation menus
• Streamlined checkout processes
• Mobile-friendly layouts
• Seamless functionality through error-free forms, fast loading times
• Accessible content involving alt text for images and accurate images and product descriptions

While CX shapes how customers feel about your brand, UX ensures each interaction is smooth and functional.

How can you ensure each stage of the customer journey leaves a lasting positive impression? Here are eight elements of an effective ecommerce strategy:

A smooth UX helps customers navigate your site easily and complete purchases with little effort. Key elements include intuitive site design, quick load times, and convenient payment options. In fact, 30% of consumers say an easy digital experience is essential in deciding whether to buy again. Also, 85% of customers avoid brands after one frustrating payment experience.

Replicate an in-store experience by offering interactive features such as virtual try-ons, and product videos that showcase all item options. Detailed descriptions and real customer reviews foster trust and help customers visualize the product in their own lives. These product page features give buyers more confidence before they make a purchase.

Creating a cohesive omnichannel experience for your customers wherever they may engage with your brand is crucial. For this, ensure that your brand messaging, product details, and promotions are consistent across your physical and digital shelves. Connect online and offline touchpoints with features such as online inventory checks, in-store pickups, or social media shopping links that direct customers to your ecommerce site.

Personalization is more than a trend — it's an expectation. Sixty-four percent of customers want tailored interactions, but 52% still find brands impersonal. Thankfully, with more customer data and artificial intelligence (AI), it's easier than ever to customize experiences. Here are some effective methods for personalization.

• Product recommendations: Suggest items based on past purchases or browsing history.
• Dynamic homepages: Adjust homepage content based on each visitor's interests and behavior.
• Personalized emails: Send tailored messages reflecting based on your customers’ recent activities, such as items viewed or cart reminders.
• Targeted pop-ups: Offer relevant discounts or suggestions based on what your customers browsed.
• Location-based personalization: Display store availability or local promotions based on the customer's location.
• User-generated content (UGC): Show customer reviews or social media posts to add credibility and appeal.

Automation improves efficiency and enhances the customer journey. Tools such as chatbots, automated emails, and exit-intent pop-ups offer immediate support and targeted promotions without added effort.

• Chatbots: Provide instant responses to common inquiries for quick solutions.
• Journey emails: Send emails to guide customers through their shopping experience, such as cart reminders or welcome messages.
• Exit-intent pop-ups: Offer last-minute discounts or relevant product recommendations before customers leave.
• Promotional triggers: Automate personalized promotions based on browsing or purchasing history.

A whopping 84% of ecommerce professionals say AI gives them a competitive advantage. That’s because AI can help commerce teams with a lot of the heavy lifting when it comes to reviewing extensive customer data and putting it all to good use. For example, generative AI can adjust product descriptions to highlight certain features that matter most to individual shoppers, such as eco-friendly materials or preferred sizes. AI can also automate tasks like order tracking, inventory management, pricing, and fulfillment.

Proactive and responsive support can influence customer satisfaction and determine whether a buyer returns. A well-organized knowledge base and detailed FAQs empower customers to find solutions independently, but a knowledgeable support team is always essential. Investing in training ensures your team can resolve issues quickly, making customers feel heard and valued. Small touches, such as sending a personalized “thank you” email with tracking information and product tips, can make customers feel appreciated and more likely to shop again.

What's the final piece of the customer satisfaction puzzle? Checking in with those who matter most — your customers. Use quantitative survey tools such as Net Promoter Score (NPS) and customer satisfaction (CSAT) scores to discover how customers feel about your brand. But go beyond the numbers: collect qualitative feedback from reviews and surveys to identify where you can improve. This direct feedback loop helps you improve and shows customers that their voices genuinely matter.

Now you have eight actionable strategies to elevate your ecommerce experience and keep customers coming back. The next step? Commit to the process and invest in the tools that make it easier. With Commerce Cloud, you can leverage AI-driven personalization, increase productivity, and streamline operations.