Post purchase surveys: 15+ essential questions to ask customers

Getting the sale is only half the story. What happens after checkout, from delivery through to how customers feel about their order, is where loyalty is built. Post-purchase surveys are one of the most effective tools retailers have to understand this critical stage.

They’re quick, inexpensive to run, and packed with insights you can’t get anywhere else. You can deliver them in multiple ways – via email, SMS, or even through branded tracking pages, depending on how and when you want to capture feedback. Every response helps you see your business from the customer’s perspective: whether your website was easy to use, if the product matched the description, or if the post-purchase experience lived up to expectations.

Handled well, these surveys do more than collect opinions. They give retailers a clear roadmap to improve operations, sharpen product messaging, and ultimately keep customers coming back.

1. They highlight what’s working, and what isn’t

Retailers spend time perfecting product pages, checkout flows, and delivery promises. But only the customer can tell you if those efforts are actually working. Post-purchase survey questions uncover whether orders arrived on time, if packaging held up, or if the product matched expectations. Instead of guessing where problems lie, you get clarity straight from the source.

2. They connect the dots across the whole journey

Customer satisfaction isn’t just about the product, it’s about everything leading up to and after it. That includes website usability, shipping speed, carrier communication, and returns. A single low rating on delivery might point to a carrier issue you need to fix. High marks for checkout could validate that your investment in site optimisation was worthwhile. The survey results link individual touchpoints back to the full customer journey.

3. They help you make smarter decisions

Every response is actionable data. If multiple customers say shipping felt slow, you know it’s time to review carrier performance or automate fulfilment to cut handling times. If product expectations aren’t being met, you might revisit descriptions or packaging. Retailers who regularly act on survey data can improve processes faster and retain more customers than those who rely on assumptions.

4. They build trust and loyalty

Asking for feedback shows customers you care about their experience beyond the sale. More importantly, closing the loop and letting them see you’ve acted on their input fosters loyalty. Shoppers are more likely to buy again if they feel their voice is heard and valued.

5. They future-proof your brand

In competitive markets, small improvements compound. A more reliable delivery experience today prevents churn tomorrow. A clearer product description reduces costly returns. Post-purchase surveys give you the insight to make those incremental improvements that set you apart from bigger players like Amazon, Temu or Shein.

Post-purchase survey questions you should be asking

Now that you understand why surveys matter, the next step is knowing what to ask. Not all questions deliver equal value – some uncover broad trends while others pinpoint specific issues in your fulfilment, product, or website experience.

To get the most out of post-purchase surveys, it helps to think about them in categories. Each group of questions unlocks a different layer of insight, from spotting checkout friction to evaluating whether your delivery experience builds loyalty.

Let’s take a look at some common examples.

Did you experience any difficulty completing your purchase?

This is a simple yes/no that reveals hidden friction in your checkout process. If many customers say “yes,” you can dive deeper into where they’re getting stuck – payment methods, form design, or site speed.

How easy was it to shop and check out on our website?

Asking customers to rate the ease of their experience provides a clearer benchmark. Over time, you’ll see if changes to website navigation or checkout flows are paying off.

If you could change one thing about shopping with us, what would it be?

An open-ended question like this uncovers unexpected pain points, from confusing product filters to shipping options that feel too limited. These insights often drive quick wins.

Starshipit tip: If survey responses highlight checkout friction, remember that delivery options are often a sticking point. Starshipit lets you display live shipping rates and delivery options at checkout, so customers can pick the option that best fits their budget and timeline – boosting both conversion and satisfaction.

How would you rate your shipping and delivery experience?

Delivery is where retailers often win or lose customer trust. Asking for a rating gives you a direct measure of fulfilment performance across speed, accuracy, and communication.

Did your order arrive on time?

This targeted question quickly shows whether you and your carriers are living up to delivery promises. Consistently late orders may point to the need for carrier diversification or automation.

Was your package delivered in good condition?

Damaged items or sloppy packaging erode trust fast. Feedback here tells you whether you need sturdier packaging or better handling practices.

Starshipit tip: With Starshipit, you can offer customised tracking pages, proactive delivery updates, and automated carrier selection to keep orders moving smoothly. This improves the customer experience and also reduces support tickets from “Where is my order?” enquiries.

Did the product meet your expectations?

This question directly measures the gap between your marketing promise and the actual product. If expectations aren’t met, it’s a sign to review your product descriptions, imagery, or quality control.

How would you rate the overall quality of the product?

Quality ratings provide a benchmark to compare across product lines. Low scores may indicate the need to adjust suppliers, materials, or product features.

Do you think the product was worth the price you paid?

Value perception drives both satisfaction and repeat business. If customers say “no,” you might need to revisit pricing strategy or better communicate product benefits.

What problem does this product help you solve?

This open-ended question offers insights into customer motivations. Their answers often highlight unexpected use cases or benefits you can spotlight in your marketing material.

How satisfied are you with your overall purchase experience?

This Customer Satisfaction Score (CSAT) question provides a top-level view of how well you delivered. Tracking this over time highlights whether your overall customer journey is improving.

How likely are you to recommend us to friends or family? (NPS)

The Net Promoter Score (NPS) is a proven way to measure loyalty and advocacy. High scores indicate brand champions, while low scores flag detractors you risk losing. Benchmarks can vary by industry and region, but generally considered to be above 0 – above 20 is favourable, above 50 is excellent, and above 80 is considered world-class.

How likely are you to shop with us again?

This forward-looking question measures retention potential. If customers hesitate, it’s a sign to investigate issues in product quality, delivery, or service.

What could we do better next time?

Ending with an open-ended improvement question often reveals the most valuable insights. Customers may highlight issues you never thought to ask about, from packaging sustainability to return policies.

How did you hear about us?

While best asked at checkout, this question can still deliver value post-purchase. It tells you which marketing channels bring people to your storeso you can invest where it matters.

Did customer reviews or recommendations influence your decision to buy?

This helps you understand the weight of social proof in your customer journey. If reviews are a key driver, you’ll know to keep encouraging them.

What made you choose us over other brands?

An open-ended attribution question that surfaces your competitive advantage – whether it’s pricing, delivery speed, or sustainability. Their answers can directly shape your messaging.

Wrap up: turning feedback into action

Post-purchase surveys are about listening to your customers and acting on what they tell you. Every response is a chance to refine your processes, whether that means smoothing out checkout, improving product descriptions, or tightening up delivery performance.

The most successful retailers close the feedback loop. That means using the insights you’ve gathered to make changes and showing customers you’ve listened. Over time, this builds trust, loyalty, and repeat purchases.

And remember, technology can help make this easier. From post-purchase survey extensions available on platforms like Shopify, to branded tracking pages, automated delivery notifications, and self-service returns, Starshipit gives retailers the tools to improve the exact touchpoints customers care about most. Pairing survey feedback with fulfilment automation ensures you’re not just reacting to issues, but actively building a better customer experience with every order.

Ready to put your survey insights into action? Start a free trial of Starshipit or book a demo today and see how fulfilment automation can help you deliver better post-purchase experiences at scale.