Recent studies show 67% of buyers start their research online. Whether you sell software, B2B services, or consumer goods, you need to be where your customers are.

That means you need to understand how they buy, where their research starts, and how to be there for them every step of the way, so you can win their trust (and their business). The customer buying journey helps you exactly with that: it guides you through the sometimes complex, ever-changing path your potential buyers follow.

What is the customer buying journey, how does it look like in 2025, and how can you use it to your advantage?

We’ve put together the most comprehensive and easy to understand guide on this. Keep reading to learn more.

What is the customer buying journey (and why should you care)?

The customer buying journey represents the process or the path a customer follows when interacting with a business, from first becoming aware of a product or service to becoming a loyal advocate.

There are multiple versions of the customer buying journey, but most of them have the same goal: to provide a framework that helps you, the marketer, salesperson, or business owner, understand your customers’ goals, pain points, and decision-making process. This allows you to optimize your funnels and cater to your customers’ needs.

Ultimately, this enables your business to align your strategy accordingly.

And to answer the question in the subtitle (why should you care), the answer is simple: you need to know where your customers are in your journey, so you can meet them halfway with personalized experiences, ready to address concerns effectively, and showing goodwill that builds trust. All of these ingredients are vital when you aim for sustainable growth and success.

The difference between a buyer’s journey & customer’s journey

Though the terms “buyer’s journey” and “customer’s journey” are used interchangeably, they are distinct aspects of how customers interact with businesses. The buyer’s journey typically refers to the steps a customer takes toward purchasing. It focuses on the actions and decisions made when researching, evaluating, and finally buying a product or service.

On the other hand, the customer’s journey encompasses all touchpoints and interactions a customer has with a business, from initial awareness to post-purchase follow-up. This includes not only the buying process but also aspects such as customer service experiences, loyalty programs, and ongoing support.

It is important to note neither of these two terms bear more importance than the other. On the contrary, knowing both the buyer’s and customer’s journeys can provide valuable insights into how your customers behave and make decisions, enabling you to tailor your marketing efforts and improve overall customer experience.

The five buyer journey stages

As mentioned before, there are multiple exceptions to what’s included in the customer buying journey. However, one of the most popular understandings of the term includes five buyer stages:

  1. Awareness
  2. Consideration
  3. Purchase
  4. Retention
  5. Advocacy

Awareness

The buyer awareness stage is where potential customers first learn about your brand, product, or service. At this stage, customers are identifying a problem or need and seeking potential solutions. Businesses should focus on creating educational and engaging content that captures attention and builds trust.

For example, a customer may become aware of a new type of software-as-a-service (say, a project management tool) through an influencer’s LinkedIn post or by seeing an ad on social media.

If your company offers enterprise software solutions, now is the perfect time to target potential clients by creating informative content about the benefits and features of your product.

You could develop blog content optimized for search engines, targeting awareness-level keywords (e.g., “how to streamline team collaboration”). Or, as in our example, you could partner with industry thought leaders. Alternatively, focus on building a strong presence on LinkedIn or hosting webinars. Whatever approach you choose, your goal at this stage is to educate decision-makers, introduce your solution, and build trust with your audience.

Consideration

At this stage, customers are actively evaluating their options, comparing brands, and assessing products to determine which one aligns best with their needs. They’re no longer just exploring possibilities—they’re seeking detailed, trustworthy information to help them make an informed decision. This is your chance to shine by highlighting what makes your product or service the superior choice.

To guide them effectively, provide resources that showcase the unique value you bring to the table. Case studies are a great way to demonstrate real-world success stories and how others have benefited from your solution.

Similarly, product comparisons can help position your offering against competitors, emphasizing your strengths in key areas that matter most to your audience. Customer reviews and testimonials add an additional layer of credibility, reinforcing trust and showing that others have had positive experiences with your brand.

Beyond this, consider offering live demos, free trials, or detailed FAQs to address any lingering questions or concerns. Focus on being transparent and approachable, ensuring prospects feel confident in choosing your business. These efforts not only help customers see your value but also position your brand as a reliable, informed partner ready to meet their needs. This stage is all about building trust, resolving doubts, and making it clear why your offering is the best fit for their goals.

Purchase

The purchase stage represents a crucial decision point where customers finalize their commitment to buying a product or service.

At this stage, it’s essential to prioritize creating a seamless, secure, and user-friendly experience to avoid any last-minute hesitations or frustrations. Streamlined checkout processes, multiple payment options, and clear pricing are key factors that can enhance the buying experience. Security is equally critical, as customers need to feel confident that their personal and financial information is protected.

Additionally, offering features like guest checkout, mobile-friendly payment options, and easy navigation can reduce friction and make the process smooth. A positive purchase experience not only increases the likelihood of completing the transaction but also leaves a lasting impression that encourages future buying decisions and builds customer loyalty.

Retention

Retention is the phase where businesses focus on keeping customers engaged, satisfied, and loyal after their initial purchase. It’s not just about making a sale—it’s about starting conversations and building long-term relationships.

Providing exceptional customer service is a cornerstone of retention, ensuring that customers feel valued and supported throughout their experience. Regular follow-ups, such as personalized emails or check-ins, can help maintain a strong connection and keep your brand top of mind.

Offering loyalty rewards, such as discounts, points programs, or exclusive perks, encourages repeat purchases and demonstrates appreciation for ongoing support. By investing in retention strategies, businesses can turn one-time buyers into loyal advocates, paving the way for sustainable growth and increased lifetime customer value.

Advocacy

The advocacy stage is all about transforming happy customers into passionate brand ambassadors who actively promote your business. At this stage, satisfied customers go beyond just using your product or service—they start championing your brand.

This can take many forms, such as leaving glowing reviews on platforms like Google or in the case of software, sites like G2 or Capterra, referring friends and family, or sharing their positive experiences on social media.

These actions not only help spread the word about your brand but also establish credibility and trust among potential new customers, as people tend to trust recommendations from others more than traditional advertising.

Building a loyal community of advocates can significantly amplify your brand’s reach, foster organic growth, and strengthen customer relationships. By nurturing these advocates with personalized engagement, exclusive rewards, or recognition, you can further motivate them to continue supporting and promoting your business.

Need proof for all this? According to recent research, 70% of buyers look up reviews and recommendations from peers before they make a purchase. So, yes, customer advocacy programs are more than worth it.

Challenges of the customer buying journey

In an ideal world, the customer buying journey would work every single time, without fault.

In the real world, as useful and amazingly insightful as customer buying journey information may be, challenges may still appear. And that’s okay, because for every challenge, there’s a workaround.

Purchase pattern complexity

Today’s customers engage with businesses through a variety of channels and touchpoints, including websites, social media, apps, and in-person interactions. Each of these interactions contributes to their overall buying journey, but this variety also makes purchasing patterns more complex and harder to track.

On top of all this, some businesses often struggle to provide a seamless and unified experience across all platforms, which can lead to customer frustration, inconsistent messaging, and missed opportunities. Addressing this challenge requires a strategic approach and the right tools to ensure every interaction feels connected and personalized.

Here are a few ways to tackle this challenge:

  • Focus on integrating all customer touchpoints into a single system to create a unified view of their journey. 
  • Use customer data to personalize interactions and ensure messaging is consistent across platforms. 
  • Invest in technology that enables real-time tracking of customer behaviors and preferences. 
  • Regularly analyze feedback from customers to identify gaps and areas for improvement. 
  • Train your team to deliver a cohesive brand experience, no matter the channel or platform.

Increasing customer expectation

Customers today demand more than ever before. They expect quick responses to their inquiries, highly personalized experiences tailored to their needs, and consistent, high-quality service at every stage of their journey.

All of these these heightened expectations place significant pressure on businesses to adapt and deliver in a fast-paced, competitive environment. Failing to meet these standards can lead to customer dissatisfaction, negative reviews, and ultimately, loss of loyalty. 

However, meeting these challenges head-on is possible with the right approach and strategies, such as

  • Invest in technology like chatbots and CRMs to streamline communication and provide instant responses. 
  • Train staff to deliver excellent, empathetic customer service across all touchpoints. 
  • Gather and analyze customer data to create more personalized experiences. 
  • Implement feedback systems to understand customer needs and adjust services accordingly. 
  • Focus on consistency by aligning teams across departments to ensure smooth customer journeys.

Brand authenticity

Consumers are increasingly seeking brands that reflect their personal values and operate with honesty and integrity. That’s why building trust through authenticity is more important than ever. 

However, staying true to your brand’s values while navigating customer expectations, market trends, and industry pressures can be a difficult balance to strike. Authentic communication and a value-driven approach require consistency, transparency, and a deep understanding of the audience, which isn’t always easy to achieve.

Some ways to tackle this challenge effectively include

  • Ensuring your brand’s mission and values are clearly defined and guide all decisions 
  • Prioritizing transparency in your messaging, even when addressing mistakes or challenges 
  • Engaging with your audience regularly to understand their needs and expectations 
  • Integrating storytelling into your branding to create emotional connections with your consumers 
  • Maintaining consistent across all communication channels to reinforce trust and reliability

How to tackle customer buying journey challenges for each stage

Aside from challenges specific to the current state of the customer buying journey, businesses may also face difficulties particular to each stage individually.

Here are some issues you might have to overcome (and how to do it):

Awareness

To overcome challenges in the awareness stage, it’s essential to prioritize creating high-quality, engaging content that resonates with your target audience. This is the stage where potential customers first encounter your brand, so making a strong impression is crucial.

Leveraging digital marketing channels like SEO, social media, and advertising can help you reach your audience effectively, ensuring your message is visible in the crowded online space. By optimizing your strategy and addressing common obstacles, you can build trust and spark interest, encouraging users to learn more about your offerings.

Here are some challenges businesses face with this stage of the buyer’s journey and how you could address them:

ChallengeSolution
Blog posts fail to attract trafficOptimize content for relevant keywords and share across multiple platforms to increase visibility
Social media campaigns do not grab attentionCreate engaging, visually appealing content and post consistently to maintain audience interest
Content does not resonate with the target audienceConduct thorough market research to understand audience needs and tailor content accordingly
Lack of credible information undermines trustInclude data-backed insights, case studies, or expert opinions to establish authority and credibility
High bounce rates from webpagesDesign clean, user-friendly pages with clear navigation and compelling headlines to retain visitors

Consideration

For the consideration stage, address customer concerns by providing accurate information, transparent pricing, and detailed product specifications. Employing comparison tools or customer testimonials can also ease decision-making, allowing your customers to make the right decision for their specific needs.

Here are some challenges you might encounter at this stage (and how to address them):

ChallengeSolution
Customers hesitant due to insufficient detailProvide comprehensive product descriptions, FAQs, and in-depth resources to build confidence
Difficulty comparing with competitorsIntroduce comparison charts or tools that highlight unique selling points and advantages
Lack of trust in product claimsUse verifiable customer reviews, testimonials, and third-party endorsements
Concerns about pricing transparencyOffer clear pricing breakdowns with no hidden costs to foster trust and clarity
Uncertainty about suitabilityProvide personalized recommendations or free trials to address specific customer needs
Limited understanding of product usageCreate step-by-step tutorials, FAQs, or video demonstrations to guide potential customers
Fear of commitmentOffer flexible subscription models or money-back guarantees to reduce perceived risk

Purchase

The purchase stage is where things can very easily fall off. Make sure you’re not giving any reason for your customers to abandon their shopping carts or simply leave your web page.

Here are some common challenges businesses face in this stage and how they can be tackled:

ChallengeSolution
Complicated checkout processStreamline the purchase process with fewer steps and clear instructions
Technical issues or errors during paymentConduct regular maintenance checks to prevent disruptions, offer alternative payment methods, and provide prompt customer support
Lack of trust in security measuresDisplay secure payment badges and SSL certificates, use encryption protocols, and assure data privacy
Inadequate delivery optionsOffer multiple shipping options with clear timelines and costs based on location or product
Poor mobile optimizationEnsure the website is mobile-friendly by utilizing responsive design and testing on various devices
Lack of detailed product descriptionsInclude comprehensive and accurate product descriptions with specifications and high-quality images
Complicated return or refund processStreamline the return policy with clear guidelines, easy steps, and transparent communication

Retention

One of the biggest and most important challenges associated with the Retention stage is maintaining customers’ attention and trust once they’ve purchased. Keep in mind that, no matter what industry you are in, you are still likely to have competition, so you’ll have to fight for your customers’ attention and loyalty with other businesses in your niche, at this stage too.

Build customer loyalty by maintaining strong communication, providing valuable updates, and offering incentives like discounts or exclusive access to services. Regularly engage with your customers through personalized emails, social media interactions, or loyalty programs to keep them connected to your brand.

Transparency is key—share behind-the-scenes insights, announce upcoming launches, or provide helpful tips related to your products or services. Offering incentives like discounts for repeat purchases, early access to new products, or members-only perks creates a sense of exclusivity and appreciation.

Additionally, ensure that your post-purchase service is exceptional by addressing concerns quickly, offering hassle-free returns, and exceeding expectations wherever possible. These efforts not only keep customers satisfied but also encourage them to advocate for your brand and return for future purchases.

Advocacy

Advocacy poses numerous challenges, but perhaps the biggest one lies in effectively building trust and authentic connections with the target audience. While strong messaging and consistent efforts are crucial, fostering genuine relationships requires a deep understanding of the audience’s needs, values, and pain points.

As harsh as this may be, most people don’t just tell their peers about a new product or business in their spare time.

Encourage advocacy by actively soliciting feedback and reviews from your customers. If you have the budget, you can reward this kind of activity, as well. Make it easy for them to share their experiences by providing clear prompts, such as surveys, email follow-ups, or review links.

Remember this isn’t about “manipulating” your customers into recommending you. It’s about creating opportunities for authentic interactions. Show appreciation for their support by implementing referral programs, offering bonuses, or recognizing their contributions publicly through shoutouts or exclusive perks.

Using the marketing buyer’s journey to grow your business in 2025

As a concept, the customer buying journey is nothing new. Yet, as times, consumer behaviors, and technologies are continuously evolving, so is the buying process – and that goes for both B2C and B2B buyer journeys.

What doesn’t change is the need to really understand and cater to your customers’ needs. Society may shift, shopping behaviors may simplify or become more complex, and new technologies will never stop coming and going. But customers will always be at the heart of any successful business.

The consumer buying journey shouldn’t be a mold to fit your customers into; it should be a map to help you understand them, be there for them at the right times, and adapt your strategies accordingly.

So, embrace the journey and all its challenges. Keep an eye on trends, stay agile, constantly communicate with your customers, and never stop learning about their needs (even when you think you got it now).