The customer decision journey, or buying decision process, outlines the steps a customer takes to purchase a product/service. This process is present in various industries, including retail and eCommerce, and has three stages: pre-purchase, during, and post-purchase. The decision can be influenced by various factors such as personal (age, gender, etc.), psychological (motivation, perception, etc.), social (family, friends, etc.), situational (time, place, etc.), and product/business related factors (marketing, sales, pricing, brand loyalty). Despite its apparent simplicity, the buying decision process is a complex and strategic process that can boost a company's revenue, sales, and profitability.