Ecommerce / Free editable template

Ecommerce customer journey map template

An ecommerce customer journey map shows what a shopper does, uses and feels at each stage of buying from you, including the parts that happen after checkout. This example follows Priya, who buys running kit on her phone, through six stages from discovery to repurchase, with an emotion curve that shows where delivery and exchanges let her down.

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No account needed · Opens as your own editable page

Preview the ecommerce customer journey map

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Ecommerce customer journey map example showing six stages from discover to repurchase, touchpoints and an emotion curve, pain points paired with ideas
Everything in this example is editable. Replace the labels, move the shapes and adapt the layout to your work.

How to use this template

  1. Base it on one real customer type

    Choose a specific shopper drawn from reviews, support tickets or interviews. A journey written for everyone hides the problems that matter most to the people who buy from you regularly.

  2. Include what happens after checkout

    Keep delivery, exchanges and reordering on the map. Many of the problems that stop a second order appear after the sale, in places marketing teams rarely look.

  3. Pair each pain point with an idea

    Write one fix under every pain point, then start with the lowest point on the emotion curve, because that is where shoppers are most likely to give up on you.

Questions about this template

How do I draw the emotion curve for my customers?

Move the points on the curve up or down at each of the six stages, based on reviews, support tickets or interviews, then pair each low point with a fix.

Do I need an account to use it?

No. Open the template and edit it in your browser. Your work saves on this device. An account is optional if you want to sync your workspace.

Can I export the finished diagram?

Yes. Use Export in the editor to save a PNG, SVG or PDF, or download an editable .epicdraw backup.

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