Purchase flow, also known as shopping flow, refers to the number of actions a customer takes to complete a purchase. In order to ensure that your customers complete the purchase, you must understand what their needs are at each point.
The consumer buying process or the purchase flow consists of six stages:
Problem recognition: It is the first stage of the purchase flow wherein the customer recognizes the problem and intends to find a solution
Information search: In this stage, the customer searches for information in an effort to find the best solution to their problem
Evaluation of alternatives: The customer evaluates different options or solutions along with their possible advantages and disadvantages to get the best solution
Purchase decision: Once the customer has explored all the options, they will make a decision whether or not to move forward with the purchase
Purchase: The customer has already decided to purchase a product/service from your store
Post-purchase evaluation: The customer evaluates their purchase based on previous expectations and decides whether or not to buy again from the store
To increase the conversions or number of purchases, it is essential for the eCommerce retailers to understand the thought process that goes into making a purchase.