ClickCease
Wed, Aug 13, 25
digital-strategy

What’s New In the Realm of Customer Journey?

What’s New In the Realm of Customer Journey?

According to a survey of 2.000 people in the USA, online shopping is now a journey based on 7 distinct motivations and needs:

  • Impulse: Sparked by a trigger, these journeys are often short, curiosity-led, and inspired by something that caught the shopper’s eye on social or in-store. While they rarely end in purchases, they often plant seeds for future intent.

  • Passion Pursuit: These shoppers browse to explore an online passion. They know the category well, stay aware of new options, and are happy to wait for the right product at the right price.

  • Vision to Reality: Some shoppers are highly visual. They start with a look they want to achieve and use video to explore products. Their journeys are driven by style and self-expression as much as practical need.

  • Rookie: New to a category and unsure where to begin, these shoppers turn to ideas, advice, and recommendations to guide their decisions.

  • Quest for the best: These shoppers dive deep into research to feel confident in their decisions, poring over product and category information to feel sure about their purchases.

  • Buy and try: Some shoppers are looking to test for themselves. They start with a short list, compare with a clear purpose, and often buy multiple options, knowing returns may be part of the process.

  • Quick-fire: These shoppers are looking for low-cost replacements, reorders of household staples, or urgent needs that drive rapid purchases. They know what they want, and as a result, this journey has the highest rate of purchase.

The Evolution of the Online Shopping Journey

1. Awareness: From Search Engines to Social Discovery

Then 

Now 

  • Most users discovered products via Google search or banner ads.

  • Discovery happens everywhere: Instagram, TikTok, YouTube, Pinterest.

  • Shopping started with intent (e.g., “I need shoes”).

  • Users often stumble upon products while scrolling, influenced by creators, trends, or reviews.

Shift: From search-driven intent to social-driven inspiration.

2. Consideration: From Specs to Experience

Then

Now

  • Customers compared product features, prices, and reviews on websites.

  • Shoppers look for authentic content: unboxings, real-life reviews, and social proof.

  • Trust is built via UGC (user-generated content), influencer videos, and live demos

Shift: From technical evaluation to emotional validation.

3. Decision: From Checkout Pages to Seamless Clicks

Then

Now

  • Buyers needed to create accounts, enter shipping info, and go through multiple steps.

  • One-click purchases, buy now/pay later, and in-app shopping (e.g., TikTok Shop, Instagram Checkout) streamline the process.

  • Brands use personalized offers, abandoned cart reminders, and urgency tactics.

Shift: From clunky checkout to frictionless conversions.

 4. Post-Purchase: From Transaction to Relationship

Then

Now

  • The journey ended at delivery.

  • Brands nurture customers with email flows, loyalty programs, and community invites.

  • Follow-up was minimal unless there was an issue

  • Customers often share their purchases online, becoming brand advocates.

Shift: From buyer to ambassador.

5. Loyalty & Re-engagement: From Discounts to Experience

Then

Now

  • Retargeting focused mainly on offering discounts.

  • Brands create experiences: exclusive drops, VIP access, and personalized content.

  • AI and CRM tools help brands recommend the right product at the right time.

Shift: From sales incentives to experience-driven loyalty.

Key Trends Shaping the Journey Today

  • Mobile-first Behavior (most online shopping is done on phones)

  • Voice and Visual search

  • AI-powered personalization

  • Omnichannel Shopping (buy online, pick up in-store)

  • Social Commerce (shopping directly on social platforms)

Takeaway

The online shopping journey has gone from a linear, search-and-buy path to a dynamic, multi-touch experience. Brands that thrive in today’s landscape:

  • Show up authentically across platforms

  • Reduce friction in the buying process

  • Build trust through content and community

  • Nurture long-term relationships beyond the sale