Consumer decision-making process: Breaking down buyer behavior and the customer decision journey

It’s no secret that the consumer decision journey isn’t linear. At one point, we all thought it was a simple four-step journey: 

Awareness -> consideration -> acquisition -> retention

The simpler times, right? Except, this was too simple, and not reflective of how people actually discover, consider, and purchase products.

Today’s consumer doesn’t move step-by-step.

Someone might be on the verge of clicking that purchase button, but something stops them in their tracks: an unexpected shipping fee, a delivery timeline that’s too long, a phone call from mom. Whatever it may be, they don’t follow a funnel.

So think of the consumer decision journey as less of a straight line and more of a jumbled mess of spaghetti. Lots of tangles and intertwined moments.

Once you understand that, you’ll be able to start pulling the noodles apart. And we’re going to help you do that.

With data from over 6,000 brands on Shopify, we have a deep understanding of what influences the customer decision-making journey today.

First, rethink your traditional attribution models

When we talk about where consumers come from, your mind might jump to attribution models—but traditional attribution models often miss key parts of the picture. 

The last click before a purchase doesn’t tell you about the word-of-mouth recommendations, the ads seen over time, or the influencer mentions that introduced them to your brand long before they converted.

This is why brands that over-optimize for “what worked last” often miss what’s actually working. The consumer decision-making process starts long before your attribution tools can see it.

And during the buying cycle, the higher the average order value (AOV), the longer the purchase decision-making process tends to be. Customers spending $200 or more typically don’t discover your brand and check out the same day.

People take time, especially when money, emotion, or risk is involved. Your job is to understand what’s happening across the journey—not just at the end of it.

You need to understand what influences every moment forward

Our data tells us that consumers with the highest AOVs were aware of the brand for 1 to 12 months before purchasing. Telling us that brand awareness is where relationships are built and nurtured.

And even smaller AOV purchases (around $22 on average) rarely happen instantly. Even these require exposure and trust-building over time.

While every moment might not lead to a direct conversion, there’s a downstream impact you can’t ignore:

Customers who’ve known your brand for over a year spend, on average, 25% more than those who just discovered you ($116.90 vs. $93.13).

Trust takes time. So if you’re obsessed with immediate, last-click conversions… It’s time to rethink it.

Real Drivers of Purchase (and Why They Differ by Industry)

What nudges someone from “maybe” to “yes” depends heavily on what you sell. One thing is clear across our data: the “why” behind purchases varies dramatically by industry.

Here’s what we found:

• Health & Beauty – 45.9% of customers are driven by a specific beauty concern. So maybe the ‘why’ is your biggest driver here, and solving those concerns.
• Food & Beverage – 43.7% of purchases are taste/flavor-driven. Think of visuals that make you hungry. Sensory imaging is huge right now, and we can see why.
• Digital Products – 54.6% of purchases come from personal recommendations. Bringing this back to word of mouth, maybe a referral program, or possibly influencer marketing. Especially with services, people want to hear from individuals they trust who have had similar experiences.
• Clothing & Fashion – 28.3% of purchases are based on the feeling of the clothing. Tap into how this product can make you feel like a particular persona: the professional, the athlete, etc. And tie those personas back to the quality of material: breathable, soft, stretchy.  

The Decision-Making Process by AOV Tier

Now that we understand some common purchase drivers, let’s zoom in on how different types of customers think through their purchases.

Everyone loves a good deal. But the customers spending the most? They’re not the ones chasing discounts.

Your highest AOV consumers need nurturing at the top of the funnel. Bigger price points and higher total landed costs usually require more thought, research, and trust.

So we asked and here’s what we learned about what motivates high-AOV shoppers:

Brand Values / Ethics ($240 AOV)

Customers who believe in what your brand stands for are willing to pay more. Sometimes, consumer psychology is not that complicated. 

Basically, try your best not to land yourself in a scandal, because you’ll lose these people fast. We’re even seeing this shift with Amazon—more shoppers are choosing to buy directly from brands instead.

Could it be that billionaires just aren’t relatable? Maybe it’s shutting down Italy for your wedding or…I don’t know….maybe the quick trips to space? Either way, people today will cut you off if your values don’t align. 

Comfort or Sensory Experience ($220 AOV)

Sometimes it’s not about the product—it’s about the feeling.

Right now, it’s all about showing up as the person you want to be. It’s a manifestation of culture. It’s curating the image of who you’re becoming.

People are investing in comfort, in their space, and in their experience. So lean into that—make them feel something.

Work or School Use ($210 AOV)

People are willing to spend more on things tied to productivity or daily life—like work or school.

If you work from home, you’re more likely to invest in that ergonomic office chair or a high-quality desk lamp because you’ll use them daily. These purchases feel justified, and customers are happy to spend more.

And the Lower AOV Customers?

Not every shopper is ready to splurge—and that’s okay. We still love them. 

First-Time Buyers / Curiosity ($64 AOV)

They’re testing the waters. Trying your product for the first time.

How you treat these customers post-purchase can make or break whether they come back. Keep their experience strong—or fix it fast if it wasn’t great.

Sale / Discount-Driven ($140 AOV)

Do they bring volume? Yes.
Do they bring value? Not always.

Heavy discount shoppers usually place smaller orders. So if your entire marketing strategy is built around promos, you might be training your customers to wait for the next sale. That’s fine—if that’s your strategy. Just don’t expect those higher-value orders to follow.

Even when intent is high, small friction points can derail the journey.

What Stops Customers From Buying?

Alright, we’ve broken down the journey, the “whys” behind saying yes to the product, but now, what are the limitations in the consumer buying journey?

Even when someone wants to buy, certain friction points can stop the conversion.

Pricing Issues

People don’t just look at the product price, they look at the total cost: shipping, duties, taxes, the whole deal.

The best move? Be transparent. Break it all down clearly. We often discuss trust and relationship building, and one of the best ways to achieve this is by being transparent and not hiding anything.

Shipping Concerns

Not always your fault. (Looking at you, Canada Post Strike over BFCM.)

Still, slow delivery times or shipping delays can halt a customer’s progress and disrupt the purchase decision-making process.

Discount Confusion

If a sale isn’t clear, customers hesitate—or bounce.

When your discounts are messy or misleading, it feels like you’re trying to trick them. And that’s not a good look; again, with the trust thing, you have to build it, not try to trick people. 

So… What Does the Consumer Decision-Making Journey Actually Look Like?

We’ve talked a lot about what drives purchase decisions, what gets in the way, and how it varies by customer and category. But let’s zoom out for a second.

If we had to map the consumer decision-making process, it wouldn’t be a funnel—it would look more like this:

1. Awareness

They hear about you from an ad, a friend, a review, an influencer, a search result—maybe even all of the above. Sometimes this happens once. Often, it happens a dozen times.

2. Interest + Initial Research

They visit your site, browse a few products, maybe follow you on social. They’re intrigued, but not sold. They leave, compare prices, read reviews, or completely forget about you for a while.

3. Consideration (with detours)

This is where it gets messy. They might:

• Add something to cart
• Get distracted by a shipping fee and bounce
• Come back when you run a promo
• Abandon again because payday hasn’t hit yet
  

4. Purchase Decision

Eventually, they click “Buy.” But this moment is the result of dozens of micro-moments that came before it.

5. Post-Purchase Evaluation

Now they’re deciding if it was worth it. How fast did it ship? Did it live up to expectations? Did the unboxing experience feel premium or cheap? This stage shapes whether they come back—or bounce forever.

6. Retention or Drop-Off

Happy customers buy again. Unhappy ones disappear. Your post-purchase touchpoints determine which way they go.

Cheat sheet to optimizing the consumer journey

If you want to drive as much revenue as possible you need to meet consumers at each touchpoint in the buying journey—and know when they’re at it based on intent.

Intent is different for every buyer. Purchasing for yourself versus a gift for someone else, seasonality, the economy… These are all factors that also influence how and when shoppers decide to buy.

And again, don’t forget to think long-term because that’s where your high-value customers live.

Here’s your cheat sheet for optimizing the modern consumer decision-making process:

1. Zoom Out

Stop obsessing over last-click. The journey starts earlier—and lasts longer—than you think.

2. Map Intent

Understand what drives different customer types. High-AOV vs. discount buyers think differently, so don’t treat them the same.

You can map intent easily be asking the right questions. With KnoCommerce, you can ask customers directly about their motivations, hesitations, and purchase journey. From pre-purchase to post-purchase surveys, Kno helps you uncover the real story behind your conversions (and your drop-offs).

3. Customize by Category

Use vertical-specific insights to build better campaigns and product pages. Emotional triggers aren’t universal.

4. Remove Friction

Make the path to purchase clear, clean, and intuitive. Every roadblock costs you.

5. Think Long-Term

The most valuable customers aren’t impulsive—they’re invested. Play the long game with content, community, and brand building.

TL;DR: The Consumer Decision-Making Process Isn’t Linear. It’s Human.

And humans are unpredictable. But when you understand what drives them—what slows them down, what excites them, what earns their trust—you can build marketing that actually works.

Start asking smarter questions. And if you don’t know what to ask? Use our free survey question bank with 200+ questions and start marketing smarter.