Post purchase experience: Customer journey examples in eCommerce
2025-03-26
Written by Kimberley Hughes
The shopping journey doesn’t end when your customer clicks “buy now”. In fact, according to Salesforce, 90% of consumers agree that the post-purchase experience is as important as the quality of the product. This is where you have the opportunity to reinforce trust, nurture loyalty, and create moments that stand out in a crowded market.
A strong post-purchase experience isn’t just about keeping customers informed. It’s about building trust and creating moments that leave a lasting impression – whether that’s through personalised communication, proactive updates, or exclusive offers and loyalty rewards. These seemingly small details can have a big impact on your brand.
In this article, we’ll unpack what makes a great post-purchase experience, the challenges businesses face in getting it right, and actionable strategies to improve every touchpoint.
We’ll even explore how real brands create memorable experiences that keep shoppers engaged, so make sure to scroll down for examples from post-purchase pros. If you’re ready to elevate your customer journey and create lasting connections, let’s dive in.
The definition: What is the post-purchase experience?
First things first: the post-purchase experience refers to everything a customer encounters after completing a purchase. This phase includes the communications you send, the quality of your customer service, the delivery and unboxing of the product, and how you encourage ongoing engagement with your brand.
It’s not just about fulfilling an order – it’s about showing your customers they made the right choice by shopping with you, and why they should keep doing so.
Key elements of the post-purchase experience include:
- Clear, timely messages to confirm their order and provide key updates.
- Proactive customer service to address questions or concerns.
- Smooth delivery and order fulfilment, ensuring the items arrive as promised.
- Thoughtful packaging and unboxing experience that reflects the quality of your brand.
- Opportunities for engagement, such as inviting customers to follow you on social media or join a loyalty program.
By prioritising these touchpoints, successful retailers will ensure that the customer journey doesn’t end at checkout – it becomes a stepping stone to building connections and driving revenue.
Why is it important?
The post-purchase experience is your secret weapon for driving growth. Retaining customers is more cost-effective than acquiring new ones, and also more rewarding.
Research shows that businesses have a 60-70% chance of selling to existing customers, compared to the smaller chance of converting 5-20% of net new visitors. In other words, the more you invest in your current customers, the more likely they are to come back and spend more.
But loyalty isn’t guaranteed. Post-purchase dissonance – when a customer second-guesses their decision – can quickly undo all the hard work of securing a sale from shoppers new and old. While we’ll dive deeper into this challenge later, the best way to combat it lies in clear communication, exceptional service, and thoughtful touches that remind customers why they chose your brand in the first place.
Benefits of a good post-purchase experience
A thoughtful post-purchase strategy benefits both your customers and your business. It’s about delivering an experience that strengthens relationships and fuels the growth of your bottom line. Here are 5 key benefits you’ll see when you optimise your post-purchase experience:
1. Improves customer retention metrics
Loyal customers don’t just stick around – they spend more. In fact, loyal shoppers spend around 67% more than new ones, making retention a critical driver of long-term revenue. By focusing on clear and timely communication, seamless returns, and proactive updates, you build trust that keeps customers coming back.
2. Builds stronger customer relationships
77% of customers are willing to recommend or spend more with a retailer that delivers a personalised experience, so ensure to tailor your messaging in regard to what you know about them, like their name, birthday, product interests and so on. And by inviting customers to engage by joining your community and sharing your brand’s story, you foster deeper connections that set you apart from your competitors.
3. Boosts sales and revenue
A great post-purchase experience helps retailers to retain customers, but also to drive sales. Devoted customers tend to spend more over time, and with the right strategy, you can also increase the average order value (AOV) through cross-selling and upselling.
- Cross selling: Offer complementary products that enhance the customer’s original purchase. Think of it as the “Complete the look” or “People also bought” approach.
- Upselling: Encourage upgrades or premium versions of the product they’ve already chosen.
These techniques are easier to implement post-purchase because you’re speaking to customers who have already converted.
Starshipit tip: Use Starshipit’s branded tracking pages to feature personalised product recommendations or upsells while customers track their orders. Since shoppers are already engaged and checking in on their delivery, this is the perfect moment to introduce complementary products or upgrades, without being intrusive.
It’s a simple, effective way to boost repeat purchases and increase average order value, all while enhancing the customer experience.
4. Creates customer advocacy
Ideally, you want your post-purchase experience to turn your customers into brand advocates. Why? 92% of consumers trust recommendations from friends and family over traditional marketing, so word-of-mouth referrals are invaluable. Delivering a memorable experience increases the likelihood that your customers will share your brand with others.
5. Reduces customer service inquiries
An effective post-purchase strategy helps to lighten the load for your support team. 93% of online shoppers expect regular shipping updates, and by automating tracking notifications, you can reduce “Where’s my order?” queries. This keeps customers happy and frees up your team to focus on more complex tasks.
Starshipit tip: For any 'Where is my order?' queries that still remain, use Starshipit to keep all your orders and carrier information in one easy-to-access dashboard . This allows your customer service team to quickly track shipments, handle delays, and answer customer inquiries without jumping between systems.
Plus, with the Starshipit Chrome extension, you can streamline label printing and fulfilment tasks directly from your browser, saving even more time.
Important note: Legal considerations for post-purchase communication
While post-purchase emails are a fantastic way to engage your customers, it’s important to play by the rules. Different types of post-purchase communications fall under different legal requirements, and staying compliant is key to maintaining trust and protecting your brand.
- Transactional emails, like order confirmations and shipping updates, are all about keeping customers informed and don’t require marketing consent.
- Marketing information, which include things like product recommendations, discounts, or loyalty program invites, do need customer consent under laws like GDPR and CAN-SPAM.
To keep things simple (and compliant):
- Always get clear consent before sending marketing content, even if it’s only featured in a small section of a transactional email.
- Make sure every email includes an easy way to opt-out of marketing messages.
- Consider creating separate post-purchase flows for your marketing subscribers and non-subscribers.
- Be upfront about what customers can expect when they subscribe.
By following these best practices, you can confidently and candidly deliver value-packed post-purchase emails that your customers will appreciate – without stepping on any regulatory toes.
Challenges with the post-purchase experience
A simple and streamlined post-purchase experience is critical for customer satisfaction, yet many brands fall short in this area. From overlooked communication gaps to operational inefficiencies, these following hurdles commonly impact both conversion and retention if left unaddressed.
The problem of post-purchase dissonance
As we mentioned earlier, post-purchase dissonance, or buyer’s remorse, happens when customers feel regret or dissatisfaction after making a purchase. Common triggers include:
- Discovering a better price or alternative elsewhere
- Finding negative reviews after the purchase
- Receiving a product that doesn’t meet their expectations
The fallout from post-purchase dissonance can be significant, ranging from costly returns to lost future sales and a damaged brand reputation. A strong post-purchase strategy – grounded in proactive communication to set realistic expectations – can prevent dissonance and build trust.
The solution
Reduce post-purchase dissonance by reinforcing customer confidence through verified reviews, clear shipping and return policies, and educational emails before delivery (like styling tips or user generated content).
If you have a loyalty program, highlight loyalty points earned, how close the customer is to the next membership tier, and any wider community benefits their purchase supports. These strategies build trust and engagement – but we’ll dive deeper into more tips later in this blog!
Operational challenges
For many eCommerce retailers, operational inefficiencies create unnecessary friction in the post-purchase stage. This can include:
- "Where is my parcel?" inquiries: A lack of automated tracking updates can leave customers frustrated and support teams overwhelmed.
- Slow or manual shipping processes: Inability to keep up with demand can delay delivery times and erode customer satisfaction.
- Retention hurdles: Without thoughtful follow-up, converting one-time buyers into loyal customers becomes an uphill battle.
The solution
The good news is that addressing these issues doesn’t have to be complicated. To reduce customer inquiries, automate shipping notifications with a centralised platform, keeping customers updated throughout the delivery process. Streamlining fulfilment is equally important – integrating all carriers and orders into one dashboard speeds up label printing, reduces manual errors, and ensures timely dispatch.
Thoughtful post-purchase communication, like personalised email journeys with loyalty rewards and tailored product recommendations, helps grow stronger customer relationships and encourages repeat purchases.
By leveraging tools for automated tracking and fulfilment processes, retailers can streamline operations while enhancing the customer experience.
13 customer journey examples and actions to enhance your brand’s post-purchase experience
Delivering a great post-purchase experience that wows your customers takes careful planning and attention to every touchpoint along the user journey. From the moment they make a purchase to the interactions that follow, every detail matters. Below, we’ve outlined 13 actionable tips to help you elevate your post-purchase strategy.
#1. Make sure every product touchpoint up to the sale is strong
A great post-purchase experience begins with a transparent pre-purchase journey. Use high-quality product images, detailed descriptions, and accurate customer reviews to set clear expectations. This helps reduce post-purchase dissonance and ensures your product aligns with what the customer had in mind.
Include sizing guides, compatibility quizzes, or instructional videos to minimise confusion and build customer confidence.
eCommerce Example: Jocko Fuel’s supplement quiz
Jocko Fuel created an interactive supplement quiz to help customers identify products tailored to their health goals. This personalised approach not only increased engagement but also boosted customer confidence in their purchase decisions. With a 90% engagement rate, the quiz ensured that customers felt informed and supported, reducing post-purchase doubts and enhancing their overall experience.
#2. Provide comprehensive shipping notifications
Customers value clear communication about their order’s status. Send updates at key milestones, like when the order is confirmed, dispatched, out for delivery, and successfully delivered. This reduces unnecessary customer inquiries for your support team and keeps customers reassured.
Starshipit tip: Automate shipping notifications with Starshipit to save time while delivering branded, professional updates that keep your customers informed.
#3. Add tracking page details
A branded tracking page does more than provide order updates – it’s another touchpoint for building loyalty. Include details like expected delivery dates, FAQs, and return options. Use this page as a golden opportunity to showcase complementary products or feature promotions. You could also use this page to invite customers to join your social communities. Customers visiting the page are already engaged, making it the perfect time to upsell or invite them to explore more of your offerings.
eCommerce example: Copper Cow Coffee’s branded tracking page
Copper Cow Coffee transformed their order tracking page into a dynamic marketing tool. Beyond simply displaying order updates, the page highlights their brew guide, referral program, top product picks, and seasonal promotions.
By integrating social media links and educational content, Copper Cow Coffee keeps customers engaged and creates opportunities for cross-sells and product discovery.
This approach means that even a routine task like order tracking becomes a memorable brand interaction.
Starshipit tip: Starshipit’s branded tracking pages allow you to offer a hassle-free customer experience while staying on-brand.
#4. Personalise the customer delivery experience
Personal touches can make all the difference in how customers perceive your brand. Consider handwritten thank-you notes, exclusive birthday discounts, or product recommendations based on their purchase. Even small gestures, like using the customer’s name in emails, can make customers feel special.
eCommerce example: Frank Body’s creative packaging inserts
Frank Body is known for its bold, playful branding, and they’ve mastered the art of delivering personalisation right to the customer’s doorstep. Each order includes a cheeky, on-brand insert that not only reinforces their fun, no-nonsense tone but also provides simple product instructions and invites customers to join their social media community.
These creative inserts go beyond basic packaging – they turn unboxing into an extension of the Frank Body experience. By encouraging customers to engage with the brand online, share their results, and feel part of a larger community, Frank Body turns a simple coffee scrub into a conversation starter.
#5. Invest in a custom packaging experience
Custom packaging creates a memorable unboxing experience that reinforces your brand identity. Think about branded boxes, eco-friendly materials, or adding a freebie. Adding surprise elements, like free samples or discount codes, can leave a lasting impression. Many customers even share their unboxing experiences on social media, turning packaging into free advertising.
Pro tip: Ensure packaging is both attractive and functional. Damaged items or excessive waste can tarnish even the best designs.
eCommerce example: Allbirds’ sustainable packaging
Allbirds, an eCommerce brand known for its sustainable shoes, takes packaging to the next level by aligning it with their eco-friendly ethos. Their boxes are made from recycled materials and printed with soy-based inks, reflecting their commitment to the planet.
Thoughtful details, like playful messages and functional design, showcase the Allbirds personality and create a familiar, branded experience from the moment the package arrives. This approach reinforces their values and leaves customers excited to receive and share their orders.
Image source: www.redantler.com/work/allbirds
#6. Make returns and refunds hassle-free
Returns are often unavoidable, but a simplified process can transform a potential pain point into a positive experience. Clearly outline your policy on your website, confirmation emails, and tracking page. Offer multiple return options, like drop-off locations or pre-printed labels, to make the process as easy as possible. A smooth returns process can turn what could have been a negative interaction into a positive one, encouraging customers to shop again.
eCommerce example: Brewdog’s delivery and returns information page
BrewDog makes returns effortless with a transparent and detailed FAQ page that covers every aspect of the process. Their website provides clear instructions for returning unwanted items, outlines refund timelines, and explains how to handle damaged goods.
By addressing common questions upfront, BrewDog eliminates uncertainty and ensures customers feel supported throughout the returns process. This level of clarity and accessibility demonstrates their commitment to customer satisfaction and encourages repeat purchases.
Starshipit tip: Make returns easy with Starshipit’s branded returns portal, allowing customers to self-serve their return needs while reducing admin for your team.
#7. Provide omnichannel customer support
Customers expect seamless support, whether they’re reaching out via email, live chat, phone, or social media. Omnichannel customer support ensures consistent communication across every platform, reducing friction and building trust. By centralising all customer interactions into one unified platform, you can improve response times and deliver a more cohesive experience. A strong omnichannel strategy places the customer at the heart of your operations, ensuring they always feel heard and valued.
eCommerce example: MNML’s streamlined customer support
MNML, a Los Angeles-based streetwear brand, improved its customer service by centralising inquiries from email, social media, and live chat into a single platform, Gorgias. This shift allowed their team to handle inquiries more efficiently and consistently across all channels.
As a result, MNML reduced both first response time and resolution time by 35%. By providing faster, high-quality service, MNML has strengthened customer trust and boosted loyalty.
Image source: https://www.gorgias.com/customers/mnml
#8. Share how-to guides and demos
Help customers get the most out of their purchase with engaging how-to guides, tutorial videos, or setup demos. Include these resources in post-purchase emails or even as QR codes on the product packaging. Customers who understand how to use their purchase effectively are less likely to request returns or leave negative reviews.
eCommerce example: Gaiam’s workout guide email
Gaiam showcases the value of educational content in their post-purchase email including the Hip Band. The email highlights the product’s benefits, such as its durability and resistance, before walking recipients through simple, at-home exercises using step-by-step visuals.
Each movement is clearly demonstrated, making it easy for customers to maximise the product’s value.
This thoughtful content not only enhances the customer experience but also reinforces Gaiam’s dedication to supporting their community’s health and fitness goals.
#9. Provide unique content
Keeping customers engaged after their purchase requires creativity. Share content that adds value, such as behind-the-scenes stories, product care tips, or exclusive blog posts. Tailor this content to the customer’s interests and the product they purchased.
eCommerce example: Outer’s outdoor furniture inspo
Outer isn’t just about selling outdoor furniture – they’re about helping customers create beautiful, functional spaces they love. After a purchase, Outer keeps the relationship going by providing customers with seasonal inspiration and styling tips tailored to their new pieces.
Their post-purchase content includes ideas for maximising outdoor spaces year-round, from cosy fire pit setups to summer-ready lounging areas. By offering design advice and lifestyle content, Outer transforms a simple purchase into an ongoing journey, encouraging customers to reimagine their outdoor spaces while staying connected to the brand.
#10. Gather customer feedback on the post-purchase experience
Feedback is essential for improving your post-purchase strategy. Use surveys or review requests to learn about your customers’ experiences with delivery, product quality, and communication. This feedback not only highlights areas for improvement but also shows customers that their opinions matter.
Offering incentives, like discount codes or loyalty points, can increase response rates. Utilising tools like Okendo to simplify the review process is a simple way to build trust and easily collect feedback from shoppers. By acting on customer feedback, you create a cycle of continuous improvement that benefits both your brand and your customers.
#11. Maintain post-purchase communication
Post-purchase communication is essential for keeping your brand top of mind and nurturing long-term customer relationships. Use follow-up emails to provide helpful reminders, such as reorder prompts for consumable items or care instructions for purchased products. These messages can also highlight exclusive discounts, upcoming sales, or product recommendations tailored to the customer’s purchase history.
eCommerce example: Who Gives a Crap’s personalised subscriptions
Eco-friendly toilet paper brand Who Gives a Crap has mastered the art of post-purchase communication through its subscription model. By customising messages based on local markets and customer preferences, they’ve created a tailored experience that keeps subscribers engaged and coming back.
Their follow-up emails don’t just remind customers when it’s time to reorder – they inject humour, reinforce the brand’s sustainability mission, and offer flexible subscription options that fit individual needs.
This thoughtful, personalised approach has helped Who Gives a Crap significantly grow its subscription base while strengthening customer loyalty.
Maintaining communication demonstrates that you value your customers while creating opportunities to upsell or cross-sell. When executed thoughtfully, these touchpoints encourage repeat purchases and strengthen trust in your brand.
#12. Create an online community for your customers
Building an online community is a powerful way to transform satisfied customers into advocates for your brand. Social media platforms are ideal for engaging your audience and encouraging them to share their post-purchase experiences. Branded hashtags, interactive challenges, and exclusive online groups provide customers with a sense of belonging while creating opportunities for organic promotion.
Social selling takes this a step further by leveraging these platforms to showcase your products in action and nurture relationships with your audience. Highlight user-generated content, such as unboxing videos or reviews, to inspire others and provide authentic social proof.
eCommerce example: Lululemon’s fitness community
Lululemon has taken community building to the next level with its membership program, creating a space where fitness enthusiasts feel valued and connected. Members gain exclusive access to products, Lululemon Studio classes, and local events, fostering a sense of belonging that extends beyond the purchase. The program also offers ongoing benefits like receipt-free returns and free hemming, incentivising repeat purchases and making customers feel appreciated.
By focusing on community and networking, Lululemon transforms customers into loyal brand advocates. When done right, an active community becomes a self-sustaining engine for engagement.
Image source: Loyalty Lion
13. Develop a loyalty program
A well-designed loyalty program turns one-time shoppers into repeat customers by rewarding their continued support. Points-based systems, exclusive member benefits, or discounts for frequent purchases create a sense of value and appreciation. Highlight the benefits of your loyalty program in post-purchase emails, tracking pages, or order confirmations to ensure customers are aware of all the perks available.
eCommerce example: MECCA’s Beauty Loop loyalty program
MECCA, a leading beauty retailer in APAC, has perfected post-purchase engagement through personalisation and a standout loyalty program, MECCA Beauty Loop. This tiered program rewards customers based on their annual spend, offering perks like exclusive beauty products, early access to sales, complimentary in-store makeup services, and thoughtful touches like birthday gifts.
After every purchase, customers receive branded emails and tracking updates that highlight their loyalty status and points balance, ensuring the program remains front and centre.
Beyond points, MECCA enhances the experience with curated samples and tailored product recommendations based on shopping history, making customers feel truly valued.
By integrating the Beauty Loop program into the post-purchase journey, MECCA ensures that customers feel valued long after their purchase. This approach not only strengthens customer relationships but also encourages repeat purchases, with members often motivated to reach the next tier for additional benefits. And importantly, it keeps customers buying makeup from MECCA instead of its competitors.
Key takeaway: MECCA’s thoughtful packaging, personalised communication, and engaging loyalty program demonstrate how a well-executed post-purchase experience can drive long-term customer advocacy.
Take your post-purchase experience to the next level
Your customers are the heart of your business, and delivering a seamless, memorable post-purchase experience is one of the most impactful ways to show them you care. By focusing on every touchpoint after the sale including communication, delivery, returns, and ongoing engagement, you can build trust and create a customer base that’s excited to shop with you again and again. Just make sure you have a good understanding of all the laws and regulations for sending post-purchase communications before you start.
How can my brand reach this level of post-purchase excellence?
Great question, and there’s a simple answer! With Starshipit, elevating your post-purchase strategy is effortless. From automated shipping notifications to branded tracking pages and hassle-free returns, Starshipit gives you the tools to impress your customers and streamline your operations.
Ready to see how simple improving your post-purchase experience can be? Start your 30-day free trial with Starshipit today and transform the way you connect with your customers.
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Kimberley Hughes
Kimberley is Starshipit's Content Marketing Lead. Her days are filled with creative storytelling and innovative content strategies. Off the clock, she's an all-seasons iced coffee fan, a Catan strategist, and skincare explorer. For a peek into her world, find her on LinkedIn.
