CX Challenges in E-commerce: How to Keep Customers Coming Back

In the hyper-competitive e-commerce environment of today, customer experience (CX) is no longer a "nice-to-have"—it's a make-or-break. While marketing and product assortment will get customers in the door (or onto your website), it's the quality of their experience that will keep them there, convert them, and have them return.

But delivering a consistently excellent CX in e-commerce isn’t easy. From rising customer expectations to fragmented buyer journeys, brands face numerous hurdles. In this blog, we’ll explore the key customer experience challenges in e-commerce and how businesses can overcome them to keep customers coming back.

1. The Expectation Gap: Today’s Customers Want It All

Modern online shoppers expect:

• Fast loading websites

• Mobile-optimized experiences

• Personalized product recommendations

• Instant support

• Seamless checkout

• Free and fast delivery

• Hassle-free returns

The catch? Not all brands have the bandwidth or flexibility to fulfill across the board. Falling short of one of these promises can cause cart abandonment or a poor review.

Solution:

• Prioritize and Personalize

• Do CX audits to uncover areas of weakness in your buyer's journey.

• Rely on customer feedback and analytics to see what's most important to your target buyers.

• Personalize product suggestions, email campaigns, and even web pages based on user behavior and previous purchases.

2. Fragmented Omnichannel Journeys

Customers today may view a product on a mobile device, check reviews on a desktop, and finalize the purchase through an app—or in-store. These are non-linear and difficult-to-follow journeys without proper tools.

Disconnected touchpoints result in inconsistent experiences, frustrating users and causing lost trust and sales.

Solution:

• Invest in Omnichannel CX Integration

• Utilize a customer data platform (CDP) or CRM that combines data from every channel.

• Get a consistent brand voice and user experience on all platforms.

• Make features such as cross-device shopping carts and combined customer profiles possible.

3. Cart Abandonment and Checkout Friction

The average cart abandonment rate is almost 70%, Baymard Institute reports. Why? Bad checkout UX, surprise fees, few payment options, or required account creation.

This is one of the most costly CX problems in e-commerce because it has a direct impact on conversions.

Solution:

• Streamline and Simplify Checkout

• Provide guest checkout options.

• Show total price (shipping/taxes included) upfront.

• Support digital wallets (Apple Pay, Google Pay, PayPal).

• Utilize trust indicators such as SSL badges and customer reviews.

• Bonus tip: Utilize cart abandonment emails and retargeting campaigns to capture lost sales.

4. Poor Mobile Experience

Over 60% of e-commerce traffic now originates from mobile devices. But too many retailers still view mobile as an afterthought, providing slow, cluttered, or unresponsive experiences.

Poor mobile CX results in high bounce rates and lost sales.

Solution:

• Design for Mobile First

• Make your site responsive with website optimization.

• Prioritize mobile load speed.

• Make buttons, CTAs, and forms easy to use on small screens.

• Leverage mobile-specific features such as click-to-call, swipeable galleries, and push notifications.

5. Lack of Real-Time Support

When shoppers encounter a problem—whether it’s a product question or an order issue—they expect immediate help. Slow response times or difficult-to-find support options can drive customers to competitors.

Solution:

• Enable Instant and Easy Support

• Use AI-powered live chatbots to provide 24/7 answers to FAQs.

• Offer real-time live chat for more complex queries.

• Provide a clearly accessible help center or FAQ section.

• Integrate social media and WhatsApp for multichannel support.

Pro tip: Educate your support staff to resolve issues quickly and with empathy. Humanizing support generates long-term trust.

6. Late Delivery and Subpar Fulfillment

Shipping and logistics contribute significantly to e-commerce CX. Customers detest delays, inconclusive tracking information, or broken packaging.

In fact, 84% of customers report that they will not return to a brand after one subpar delivery experience.

Solution:

• Improve Fulfillment and Transparency

• Collaborate with strong logistics partners.

• Provide multiple delivery options (e.g., standard, express, click & collect).

• Give accurate, real-time tracking.

• Send proactive alerts if things are running behind—and provide compensation when necessary.

7. Difficult Return Policies

One of the largest CX turn-offs? Tricky or confusing return procedures. If customers feel trapped after purchase, they'll never return.

Solution:

• Simplify and Make Returns Friendly

• Provide free or low-fee returns.

• Clearly state your return policy on product and checkout pages.

• Implement return portals that enable customers to initiate returns or exchanges themselves.

• Deliver prompt refunds or store credits.

A positive return experience can indeed boost customer loyalty—even if a product didn't quite live up to expectations.

8. Inconsistent Product Information and Reviews

Customers rely on product descriptions, photos, videos, and consumer reviews to make well-informed choices. If this information is outdated, incorrect, or absent, it confuses and undermines trust.

Solution:

• Optimize Product Pages for Transparency

• Utilize high-quality, consistent imagery (including lifestyle shots and zoom-ins).

• Provide detailed specs, dimensions, materials, and usage tips.

• Allow and moderate user reviews and ratings.

• Add customer Q&A sections for social proof and support.

9. Lack of Post-Purchase Engagement

CX does not stop at the "thank you for your order" email. Too many brands fail to build relationships post-purchase—missing out on repeat business and referrals.

Solution:

• Stay Connected and Add Value

• Send targeted post-purchase emails (e.g., "How to use your product" or "You might also like…").

• Ask for feedback and reviews.

• Provide loyalty programs, discounts, or early access for repeat buyers.

• Mark milestones (e.g., 1-year customer anniversary).

Conclusion: CX is the New Growth Engine in E-commerce

Providing a smooth, personalized, and delightful customer experience isn't optional anymore in e-commerce—it's a must. The companies that conquer CX challenges and convert first-time shoppers into long-term advocates will reign supreme in 2025 and beyond.

By embracing customer-focused technology, building intuitive experiences, and prioritizing post-sale care, you can build not transactions—but relationships.