Whether the customer will do his eCommerce shopping with you or your competitors depends on his experience with your brand. Out of three phases - the post-purchase phase carries most weight and is most influential in defining the total experience.

For a global e-commerce growth perspective it is important to realise that with a change in country and culture, purchase habits also change. When it comes to e-commerce buying habits are shaped by market maturity in terms of technological level of advancement and e-commerce industry maturity, but also by already existing local players.

Brand experiences during the post-purchase phase has the greatest overall positive or negative impact on their brand relationship with retailers. Auditing the customer experience against brand set customer expectations is the only way we will know whether the customer and end-user experiences align with the brand experience we intend to create.

The right tools in the hands of right people can make all the difference. However, eCommerce teams are lacking required expertise to tackle uncertainty and confusion surrounding the process of right digital tool selection, purchase and implementation.

People use so many digital tools on a daily basis that it can become quite difficult to keep up and really spend the time getting to know what a tool can do for them