The e-commerce purchasing process – how can you optimise the customer journey?

In e-commerce, attention to detail is key, as it can influence whether a customer decides to place an order with a particular shop or look for the product elsewhere. How can you optimise the customer journey so that they decide to make a purchase on your website? Here are our tips!

What is the purchasing process like in an online shop?

The first stage of the consumer’s purchasing process is generally considered to be the moment when the consumer realises that they need a specific product. For example, you might suddenly find that the sole of your favourite running shoes has split. That’s when the search for a new pair begins.

It is the marketing activities of individual brands that determine which websites consumers will turn to when looking for new shoes. The next step marks the start of the purchasing process – directly on the retailer’s website. This process comprises the following elements:

• product selection – this stage should be as simple and intuitive as possible, thanks to a suitable menu or advanced filters;
• adding items to the basket – the option to add an item to the virtual basket must be clearly visible on the product page;
• choice of payment method – Customers should be able to pay for their purchases using their preferred method, so it’s worth offering as many payment options as possible on the website;
• decision on the method of delivery – at this stage, the consumer chooses how they will collect their parcel, e.g. at a specified address, at a collection point or via a Paczkomat®;
• order completion – The customer checks all the details, accepts the shop’s terms and conditions and completes the transaction, after which they receive an email confirming their purchase and providing information on its fulfilment.

The customer’s purchasing process – key stages and best practice

The customer’s purchasing journey begins with the product selection stage, so it is good practice for the shop to simplify this stage as much as possible. The brand owner should ensure the website is designed appropriately to facilitate searches using filters, tabs or pop-up banners. Another solution that is becoming increasingly common is the option to searching for products using a photo – This feature uses image recognition to enable customers to quickly find a product they are interested in, or its equivalent, within the shop’s range. This is particularly helpful both for users who know what style or design they like, and for those who want to find a specific model from a particular retailer. It is recommended that high-quality photos and detailed descriptions be included on each product page, as these further support the purchasing process.

Adding items to the basket should be straightforward and leave no room for doubt. It’s worth ensuring that the contents of the shopping basket can be easily edited. The more payment options a shop offers, the greater the chance that a customer will find their preferred one and complete the transaction. The same applies to delivery methods – a wider choice allows you to select the most convenient way to receive your parcel.

It is also good practice to simplify the order completion process as much as possible. The form should be short, clear, well-written and allow for the automatic entry of details provided during the first transaction.

How can you optimise the purchasing process to boost conversion rates?

To ensure the purchasing process runs as smoothly as possible, the best practices outlined above should be implemented in your online shop. The InPost service may prove helpful in boosting conversion rates Fulfillment, which involves outsourcing all logistics processes to us. We handle the storage, packing and dispatch of goods, and even process returns. The seller benefits from:

• time – the number of warehouse staff is precisely tailored to demand, and we always have time to process orders placed at a particular shop straight away;
• money – the retailer saves money not only because they do not need to have their own warehouse, but also on the cost of dispatching goods;
• customer satisfaction – all orders placed by 8.00 pm are delivered to customers the next working day, and delivery speed is now one of the key factors in customer satisfaction;
• fewer returns – We process orders in such a way as to avoid any mistakes, which is why the percentage of returns is falling significantly.

Fulfillment can help boost conversion rates, as customers who are satisfied with the service are more likely to return to a particular shop. What’s more, convenient and speedy deliveries or their preferred payment methods may encourage them to place orders.

Stages of the purchasing process – what influences customers’ decisions?

According to the report Gemius E-commerce in Poland 2026 As many as 84 per cent of shoppers have used parcel locker delivery in the last 12 months, and 96 per cent of them chose the InPost parcel locker.

By using the InPost Fulfillment service, the seller optimises this stage of the purchasing process. Customers can not only choose their preferred delivery method, but also benefit from low delivery charges. The option of convenient and quick returns, should the item turn out to be the wrong size, also encourages customers to place an order.

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Best practice for online shops – how can you simplify the customer journey?

As well as an intuitive menu and a wide range of payment and delivery options, the speed of the website and its optimisation for mobile devices also help to streamline the shopping journey. According to a Gemius report, The smartphone is the most popular device used by customers in e-commerce. You should ensure that the website works flawlessly on a smaller screen, and even develop a user-friendly app.

Another example of good practice would be the option to make purchases in the shop without having to register. To make placing orders even quicker and simpler, it’s worth finding out about our InPost Pay service, which allows you to complete the process with a single click.

You already know what the purchasing process looks like, how it can be improved, and what makes customers more likely to place orders. Find out more about the InPost Fulfillment service and see for yourself, Why else is it worth implementing it in your online shop!