Global E Business And Customer Analysis

RUNNING HEAD: GLOBAL E-BUSINESS 0
Global E-Business
STUDENT’S DETAILS-
2020

GLOBAL E-BUSINESS 1
Introduction
Customer journey is regarded as the customer journey that the customer goes through while
making purchase of the product. This the important aspect of global e-business in which the
customer crosses the path of the website (Lemon & Verhoef, 2016). Customer journey in the
website is the understanding of the customer’s behavior when they visit the website. Here, the
report has summarized the customer journey of Flipkart and Amazon which are the similar e-
commerce websites which provide amazing shopping experiences to the customers through their
online retailing products. The report has applied the customer journey model which has been
used to identify the features and similarities by comparing the two ecommerce websites. Also,
the recommendations will also be given for making improvements into the website and making it
effective for the customers which can ultimately increase the shopping experience of the
customers.
Application of Customer Journey Model
Customer has different experiences and perceptions which are part of the customer’s decision-
making in terms of making purchase. For ecommerce website, there are sequence of experiences
which the customer goes through while running the website (Vakulenko, et al., 2019).
Moreover, for the ecommerce websites like Amazon and Flipkart, the customer can have certain
touchpoints in which the customer’s decision making in terms of buying the product can be
triggered by the brand value, offerings and the time of the season. This also depends upon the
website features and the process of placing order which the customer experiences and makes the
decision of buying the product (Siddiqua, 2017). The following are the five stages of customer
journey which will also determine the features and the processes of both Amazon and Flipkart by
making comparison with them.

GLOBAL E-BUSINESS 2
Source: (Michael, 2020)
Awareness
The first phase under the model is awareness in which the brand value is communicated to the
customers through the use of the social media campaigns and other promotional tools which can
create awareness of the brand and often which can attract the customers towards the brand
(Rosenbaum, et al., 2017). At this stage, the customer is made awareness of the particular
brand and also this creates an image in the mind of the customers which can be helpful in the
buying of the product by choosing of a certain brand (Barwitz & Maas, 2018). The major goal
of this stage is to generate interest and gain the trusts of the customers through reaching a large
number of people.
Through comparing and contrasting the websites of e-commerce brands, it can be determined
that both of the websites have created the brand awareness through adopting the marketing tools.
The brands have used the social media for reaching the large audiences and often created the
interest through the use of the social ads and online media. Amazon has created the brand
awareness through the advertising and the brand extensively make the investments in the brand
awareness by looking into new metrices (Talylor, 2020). Comparing this with Flipkart, the
brand has created awareness through the sponsored brands.
Consideration
The second phase in the customer journey is the consideration where the customers check the
availability of the product and also check the reviews of the product into the website (Yachin,