Online shopping trends are also changing and developing. With the development of shipping and delivery options, new industries offering less traditional e-commerce products are moving in to take advantage of this direct-to-consumer revenue channel.

A successful e-commerce operation is an ecosystem. Success is built by linking each segment into a seamless operation in which a customer can easily navigate to make a purchase across all devices - because that's what they demand. The user experience is the result of an e-commerce workflow functioning as a single organic entity. Any gap, miscommunication, or misalignment in this ecosystem represents an opportunity for failure.

Shaping the ecosystem around the buyer's journey is a critical success factor for any e-commerce business. Establishing interconnectivity between functional business areas could mean the difference between thousands of dollars in revenue or millions.

If a sale was originally more about chasing the customer, the Internet has changed the rules of the game. Now the customer is no longer the game, but the hunter. For the Internet user, the buying process is a series of decisions. Each decision constitutes a moment of truth: the famous "Moments of truth", abbreviated as MOT.

The idea of "Moments of Truth" was launched in 2005 by A.G. Lafley, President, and CEO of Procter & Gamble, who first sketched out two moments. Since then, the types of moments have expanded to fit the modern customer journey, which has changed rapidly thanks to digital customer experiences and the fast pace created by smart devices. Today, up to 4 different types of moments of truth can be identified in the customer journey.

Customer's Journey: Moments Of Truth

Zero Moment of Truth (ZMOT)

This is the precise moment when customers have a need, intention, or question and turn to the Internet for answers. This is the part of the buying cycle where consumers research a product or product category before the seller even knows it exists. Brands that successfully engage with these prospects at the right time, providing them with rich and accurate information, have a competitive advantage in the customer consideration phase of the buying cycle.

At this stage, it is important to provide relevant and engaging content. This is the most critical and in-depth stage of the buyer's journey.

Obviously, a well-designed content marketing strategy will help meet the needs of prospects during the ZMOT and therefore attract them. Digital communication then takes on a whole new dimension.

First moment of truth (FMOT)

This is the moment when the customer is first exposed to a brand via an advertisement or content (blog, infographic, video, podcast...)

The first interaction channels are those that allow for first-click conversions. These are the channels that introduce the brand to customers in their buying journey.

Marketing is at the forefront of conversion. While the web is often tasked with the simple maintenance of product pages, it must now build specific, targeted funnels to attract and convert that traffic.

Second Moment of Truth (SMOT)

SMOT refers to the moment when the consumer experiences a product or service after the purchase decision. This moment will determine the consumer's perception of the brand and their future purchase decisions. A good user experience will most likely lead the consumer to choose the same brand when the time comes to upgrade and speak favorably of the product or service in an online conversation or review.

At this stage, the CRM system is vitally important to ensure an excellent level of communication with customers.

It can also be useful to survey customers about their experience, in order to highlight and resolve any issues that may arise. In addition, analysis of multiple customer surveys helps to identify and address areas where processes are underperforming. These improvements result in more satisfied customers and more frequent purchases.

Ultimate Moment of Truth (UMOT)

Also known as the "Third Moment of Truth", the UMOT focuses on customer feedback about the product.  If the first three moments of truth have been a positive experience, hopefully, the customer will be willing to give positive testimonials, ratings, and reviews, which will then become the ZMOT for other potential customers.

The ability of the product to meet the customer's needs, as well as the company's efforts to provide a pleasant experience during the buying journey, will determine the emotional response to what the customer has received. During the UMOT, a customer may choose to share their opinions about their experience with the brand and recommend the product or service to others.