The customer’s journey on the internet has changed. Learn why you should stop chasing only clicks and start winning trust.
Today’s consumer is not like in the past. They have more experience, know what they want, and don’t have time to waste.
According to the 2025 E-Commerce Survey, the most “savvy” customers spend 80% more, but before they buy, they do research in 3-4 different places.
If you don’t convince them, they simply won’t buy.
Are you still advertising like it’s 2019?
1. The Customer No Longer Starts from Google
Most start from platforms like Skroutz, BestPrice, or Instagram. That is, they see something there, then compare elsewhere, and only at the end, maybe search for it on Google.
Example:
Maria sees a cookware set on Instagram. She searches for it on Skroutz, compares prices, reads reviews on a blog, and only then buys it.
If you don’t show up in all these steps, it’s like you don’t exist.
2. Social Media Don’t Sell Directly – They Make Introductions
Most people see a product on social media and don’t buy immediately. Only a small percentage do. The role of social media is to get you known, not to force the sale.
Example:
George sees a watch on Instagram. He likes it but leaves it. After a few days, he sees it again in an ad. Only then does he visit the site and starts to think about it seriously.
Don’t push for immediate sale. Create content that will attract attention, inspire, and leave a good impression.
3. Trust is Worth More than Price
Even if you have the best price, if the customer doesn’t feel confident, they won’t buy.
Example:
Antonia finds a shampoo 2 euros cheaper in an e-shop. But the site looks unprofessional, has no returns policy, and doesn’t answer messages. So she doesn’t risk it.
That’s why:
- Show clearly your returns policy
- Display real customer reviews
- Show that there is support
- Respond quickly to questions
4. From “How Much Does the Customer Cost” to “How Long They Stay With Me”
In the past, you only measured how much you paid to make a sale. Today, it matters how long the customer will stay, if they’ll buy again, and if they’ll recommend you.
Example:
A customer bought with an ad that cost you 5 euros. But within three months they made two more purchases. This customer is valuable.
Don’t just show them the same ad all the time. Send them a personalized email or a discount to keep them close.
Checklist for 2025
- Don’t start from your site – start from the places your customer looks first (social media, price comparison platforms, blogs)
- Create content that explains, not just sells. E.g. “How to choose the right air purifier for your home”
- Show trust at all stages: with a nice site, clear information, easy returns, reviews
- Build a relationship with your customers: with personal emails, regular communication, not just offers
- Create a community: with newsletter, useful blog, or Facebook group. Give your customers a reason to follow you
