Skip to content
Wholesale and retail
Winning experiences & solutions

Blog: Guide to Creating an E-commerce Customer Experience (CX)


In an era marked by the exponential growth of e-commerce, understanding its profound impact on consumer behavior is important. As consumers increasingly turn to online platforms for their purchasing needs, the pivotal role of customer experience in shaping their decisions cannot be overstated.

In this guide, we delve into the meteoric rise of e-commerce and the indispensable significance of the customer experience. From unraveling the importance of simplicity and satisfaction in e-commerce to deciphering how to improve the customer experience. This guide equips you with insights to revolutionize your e-commerce customer experience strategy.

What is an e-commerce experience?

An e-commerce experience is how customers perceive their digital interactions with your brand. In the overall customer journey, the customer experience encompasses both digital and physical interactions, from a customer's initial encounter with your company's name to the post-purchase phase.

Specifically, e-commerce is how and when your customers buy your product or service online. An e-commerce experience spans a spectrum of scenarios, from acquiring a new vacuum cleaner through the Amazon app on your mobile device to purchasing a concert ticket via your desktop or opting for a music subscription service through your tablet.

Every customer experience must prioritize simplicity and customer satisfaction. Any complexities or frustrations may prompt customers to explore alternative avenues for their purchases. 

Despite e-commerce's pivotal role in driving revenue, numerous companies still deliver subpar or unsatisfactory e-commerce experiences to their customers. According to McKinsey, since the onset of the COVID-19 pandemic, e-commerce sales have increased 40 to 60 percent compared to pre-pandemic levels. 

August Blog 3- Image 2

Importance of Simplicity and Satisfaction in E-commerce

In the world of online shopping, where virtual stores have taken the place of physical ones, keeping things simple and making customers happy are two crucial factors. These principles play a big role in creating a positive e-commerce customer experience that clicks with today's shoppers.

Simplicity means making things easy and straightforward. When a person visits a website, finding important info like how to get in touch should be quick and easy. 

Having contact details that are visible and easy to find removes unnecessary hurdles, allowing customers to ask questions or get help without a hassle. This kind of accessibility builds trust and makes customers feel good about the brand.

Equally important is keeping customers satisfied. Offering things like free delivery options matters a lot. It not only gives customers a sense of getting more for their money but also adds to the convenience factor. In a world with lots of choices, the appeal of free and fast delivery can make one brand more appealing than another.

The key to success in the world of e-commerce is to find the right balance between simplicity and satisfaction. Creating an experience where customers can easily find what they need, get quick help, and enjoy smooth services like free deliveries shows that a brand cares about what customers want. 

Common Mistakes in the E-commerce Experience

Identifying the common mistake in your e-commerce customer experience can help you rectify the problem before it causes major damage. According to PWC, 73 percent of customers say that customer experience is an important factor in their purchasing decision. 

One mistake is forcing customers to register before they can buy something. This can be a turn-off for potential buyers who just want to make a quick purchase. Giving them the option to check out as a guest can make things much easier and increase the chances of completing a sale.

Another thing to watch out for is not prioritizing how your product images are perceived and consumed. Have zoom features to enlarge and see details and provide different angles. You want to replicate the in-store experience and provide as many options to be as tactile and visually appealing as possible. This will also help deliver an image-centric browsing experience to customers. 

Another mistake is ignoring the mobile experience. Many people shop on their phones, so if your website doesn't work well on mobile or is hard to navigate, you could be losing out on customers.

One of the biggest mistakes you can make is not having good customer support. If someone has a question or a problem, they need to be able to get assistance. Having a chat option or clear contact info can show that you're there for them and make them feel better about buying from your website. 

Ways to Improve the E-commerce Experience

Here are a few ways you can improve the e-commerce customer experience: 

Use Customer Satisfaction Surveys 

Elevating the e-commerce experience involves targeted strategies. Employing Customer Satisfaction Score (CSAT) surveys unveils precise satisfaction levels, aiding in more tailored improvements. 

Leveraging Voice of the Customer (VoC) surveys offers deeper insights, tapping into customer preferences and expectations. Both methods provide a roadmap for refining online interactions and services, ensuring a seamless journey that resonates with customer desires.

Offer an Omnichannel Customer Experience 

Enhancing the e-commerce experience demands a seamless omnichannel approach. Catering to modern consumer expectations means transcending traditional avenues and adapting to diverse buying habits. 

Crafting a multifaceted buying journey encompassing websites, social media platforms, third-party marketplaces, and physical stores resonates with today's dynamic shopping landscape. Capitalizing on the surging influence of social commerce is essential. 

To maximize conversions, provide visible contact information and integrate live chat for real-time interactions. Leveraging chatbots empowers continuous customer service. 

Simplify the Checkout Process 

Streamlining the checkout process enhances e-commerce CX. Prioritize simplicity and intuitiveness. Offer guest checkouts and accessible live chat support. 

 A straightforward checkout journey can revolutionize the way customers interact with your e-commerce platform, boosting overall satisfaction.

Deliver a Great Mobile Experience 

As shoppers increasingly adopt mobile platforms, e-commerce merchants should prioritize mobile optimization for listings and product images, along with the option of a dedicated mobile app. 

This optimization applies whether sales are made on personal websites or third-party marketplaces. Adapting to mobile not only aligns with changing consumer behavior but also refines the overall e-commerce customer experience.

Provide a Fast and Effective Customer Experience 

In today's landscape, customers demand swift resolutions via various channels. Prioritizing fast, amiable, and efficient customer service delivers an impactful e-commerce customer experience. It's the linchpin in shaping customer satisfaction; when issues arise, addressing them swiftly reflects your dedication to their needs. 

Timely engagement during glitches showcases responsiveness and can earn customer forgiveness. Combining a seamless multichannel approach with rapid problem-solving is the cornerstone to fostering lasting positive impressions on your e-commerce website.


August Blog 3- Image 3

Key Metrics for Monitoring Customer Experience Success

You can only improve what you can measure. So, the crucial step in improving your customer experience success is to establish and monitor a few key metrics. Here is what you should look at: 

Net Promoter Score (NPS)

The Net Promoter Score (NPS) serves as a gauge of the likelihood that your customers will recommend your business to others and become repeat buyers. Quantified on a scale of 0-10 scale, NPS helps quickly capture valuable insights:

Survey-takers are then segmented into three categories:

  • Promoters (scores 9-10): Loyal customers who not only remain loyal but also actively advocate for your online store, driving referrals and future sales
  • Passives (scores 7-8): Contented customers who appreciate your offerings but might sway toward a competitor if tempted by an enticing deal
  • Detractors (scores 0-6): Displeased customers unlikely to return, potentially damaging your reputation through negative word-of-mouth

NPS score is calculated by subtracting the percentage of detractors from the percentage of promoters. The NPS score ranges from +100 (everyone is a promoter) to -100 (everyone is a detractor). 

Customer Support Tickets 

Gain insights from customer support tickets as another effective avenue for monitoring customer experience success. You can delve into these interactions to uncover recurrent themes driving customer contact. 

Scrutinizing recurring issues and concerns raised by customers, businesses can identify pain points and gaps in their offerings. This proactive approach enables the identification of trends, allowing prompt rectification of issues, enhancing product quality, and refining service processes. 

Addressing these concerns not only resolves immediate problems but also fosters a smoother customer journey, leading to increased satisfaction, loyalty, and positive word-of-mouth.

User Surveys 

Engaging in surveys is a smart way to boost your e-commerce customer experience. When you directly ask customers for their thoughts, you learn what they like, what's bothering them, and what they want. 

These insights help you tweak things like your website, products, and how you serve customers. By paying attention to survey responses, you can make real changes that improve the whole shopping experience. Conducting surveys regularly helps you refine things to keep customers happy and loyal.  Ensure your e-commerce setup matches what customers are looking for.

Examples of a Great E-commerce Customer Experience 


Apple has consistently earned accolades for its e-commerce customer experience. They offer a distinctive blend of simplicity, user-friendliness, and brand identity that seamlessly translates into their e-commerce success.

Their e-commerce customer experience mirrors their characteristic minimalistic style, featuring discreet top-bar navigation and image-centric browsing. The purchase process resembles an app-like interface, employing clear buttons, icons, and intuitive functionality. 

With a keen understanding of their customers' purchasing journey, Apple incorporates a "compare" feature to facilitate decision-making with diverse products. This intuitive product selection process replicates the in-store shopping experience, underscoring Apple's commitment to providing excellence across all platforms.


In spite of its significant achievements in brick-and-mortar retail, Zara has devoted substantial effort to enhancing its online store to bolster online sales. Zara recognizes the need to remain competitive against digital-only, fast fashion brands that attract customers through social media. mirrors the meticulous design ethos of its physical stores. It boasts a visually engaging interface, incorporating video snippets to replicate a social media feed. Emphasizing the browsing experience, the platform prioritizes expansive product images, enabling customers to immerse themselves fully. 

The product selection process embodies simplicity — just two clicks, and the item finds its place in the cart. Moreover, each product page greets shoppers with two prominent "feeds" of recommended items, further enriching the shopping journey.

Final Thoughts 

In the e-commerce world, crafting an exceptional customer experience is important. This guide highlights the need for continual improvement, given the ever-changing digital landscape. Customer experience isn't just about transactions; it's a foundation for loyalty and business success. 

Standing out from competitors hinges on delivering stellar customer experiences that resonate. Let's embark on this journey with the understanding that each interaction is a chance to make a lasting impact, benefiting both business growth and customer satisfaction.

To learn more about how Vincit can help you identify gaps in your e-commerce experience and support you in your customer experience transformation, give us a call.