What does Purchase journey mean?

The purchase journey refers to the individual steps a customer goes through from their first contact with a brand or product to the purchase and possibly follow-up care. It can start with searching for information, an ad or a recommendation and continue with comparing options, visiting a product page, adding goods to the cart and completing the order. In e-commerce, the purchase journey is tracked to find out where customers continue and where they drop off. Analyzing it helps optimize content, navigation, product pages, the cart and marketing communication and increase the likelihood of completing a purchase.