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

In e-commerce, attention to detail is crucial, as it can influence whether a customer decides to place an order with a given shop or look for the product elsewhere. How can you optimise the consumer journey so that they decide to make a purchase on your website? We've got some tips!

What does the purchasing process look like in an online shop?

The first stage of the consumer purchasing process is usually considered to be the moment when the consumer realises that he needs a specific product For example, suddenly you discover that the sole of your favourite running shoes has broken. Then the process of searching for a new pair begins.

The marketing activities of individual brands determine which websites consumers will visit when looking for new shoes. The next step is the purchasing process, which takes place directly on the shop's website. This process consists of the following elements:

• product selection – this stage should be as simple and intuitive as possible thanks to an appropriate menu or advanced filters;
• adding items to the basket – the option to add an item to a virtual shopping basket must be clearly visible on the product page;
• selection of payment method – customers should be able to pay for their purchases using their preferred method, so it is worth offering as many options as possible on the website;
• decision on the method of delivery – at this stage, the consumer chooses how they will receive the parcel, e.g. at the specified address, at a collection point or via Paczkomat®;
• order finalisation – the customer checks all the details, accepts the shop's terms and conditions, finalises the transaction, and then receives an e-mail confirming the purchase and providing information about its fulfilment.

The customer purchasing process – key stages and best practices

The customer's purchasing process begins at 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 that the website is designed in such a way that it facilitates searching using filters, tabs or pop-up banners. Another increasingly common solution is the option to searching for products using a photo – this feature uses image recognition and allows customers to quickly find a product they are interested in or its equivalent in the shop's offer. This is particularly helpful for users who know what style or design they like, as well as for those who want to find a specific model from a particular retailer. It is recommended to include high-quality photos and detailed descriptions on each product page to further support the purchasing process.

Adding items to the basket should be simple and leave no room for doubt. It is worth ensuring that the contents of the basket can be easily edited. The more payment options a shop offers, the greater the chance that the customer will find their favourite 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, clearly worded and allow for the automatic entry of data that was provided during the first transaction.

How to optimise the purchasing process to increase conversion?

To ensure that the purchasing process runs as smoothly as possible, the above best practices should be applied in your online shop. The InPost service may prove helpful in increasing conversion rates. Fulfillment , which consists of outsourcing all logistics processes to us. We handle goods storage, packaging, shipping, and even returns. The seller gains:

• time – the number of warehouse staff is precisely matched to demand, and we always have time to immediately process orders placed in a given shop;
• money – the seller saves not only on not having to maintain their own warehouse, but also on shipping costs;
• customer satisfaction – all orders placed before 8 p.m. are delivered to recipients on the next working day, and delivery speed is one of the key factors in customer satisfaction today;
• fewer returns – We complete orders in such a way as to avoid any mistakes, which is why the percentage of returns is clearly decreasing.

Fulfillment can increase conversion rates, as customers who are satisfied with the service are more likely to return to a given store. What is more, convenient and fast deliveries or preferred payment methods can encourage them to place orders.

Stages of the purchasing process – what influences customer decisions?

According to the report Gemius E-commerce in Poland As of 2025, as many as 83% of respondents declare that they choose delivery to parcel lockers, with 87% opting for InPost parcel lockers.

By using the InPost Fulfillment service, the seller optimises this stage of the purchasing process. Customers can not only use their preferred delivery method, but also enjoy low delivery prices. The option of convenient and quick returns if the size of the goods turns out to be unsuitable also encourages customers to place orders.

Best practices in online shops – how to simplify the customer journey?

In addition to an intuitive menu and multiple payment and delivery options, the speed of the website and its adaptation to mobile devices also contribute to simplifying the purchasing process. According to a report by Gemius, smartphones are the most popular tool used by customers in e-commerce . Care should be taken to ensure that the website works flawlessly on a smaller screen, and even to create a convenient application.

Good practices should also include the option of making purchases in a shop without registration. To further speed up and simplify the ordering process, check out 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 willing to place orders. Check out the details of the InPost Fulfillment service and see for yourself. Why it is still worth implementing it in your online shop!

¹  https://gemius.com/documents/81/RAPORT_E-COMMERCE_2025.pdf