Best questions for ecommerce shopper survey about overall shopping satisfaction

Here are some of the best questions for an ecommerce shopper survey about overall shopping satisfaction, plus tips to craft the right questions. With Specific, you can instantly generate an AI-powered survey tailored to ecommerce consumers.

The best open-ended questions for ecommerce shopper surveys

Open-ended questions give shoppers the space to express thoughts that may reveal needs, pain points, or delightful moments you’d never anticipate. These questions are powerful for uncovering “why” behind shopping behavior and satisfaction, especially when aiming to dig deeper than surface level metrics. They work best when you want deep context, specific feedback, or stories.

Here are the 10 best open-ended questions for an ecommerce shopper survey about overall shopping satisfaction:

1. What stood out to you most about your recent shopping experience with us?

2. How did you feel about navigating our website or mobile app when you made your purchase?

3. Were there any frustrations or challenges you encountered during checkout?

4. Can you share what influenced your decision to make a purchase with us instead of another store?

5. How would you describe your overall satisfaction with our product selection?

6. What did you like or dislike about the delivery/shipping experience?

7. What are one or two improvements that would make shopping with us even better for you?

8. How easy was it to compare prices or find product reviews on our platform?

9. Have you interacted with our customer service? How was that experience?

10. Is there anything else you want to mention about your recent shopping experience?

Open questions like these are crucial—since 80% of online shoppers are more likely to buy from companies that offer personalized experiences [1], deep context can help you fine-tune every touchpoint.

The best single-select multiple-choice questions

Single-select multiple-choice questions are perfect when you need quickly quantifiable data or want to simplify decision-making for your shoppers. When respondents have clear options, they're more likely to finish your survey and give you actionable trends. This format is also great as a springboard for further conversation—making it easier to follow up with specifics.

Question: How satisfied are you with your recent shopping experience?

• Very satisfied

• Somewhat satisfied

• Neutral

• Somewhat dissatisfied

• Very dissatisfied

Question: What mattered most in your decision to buy from us?

• Price

• Product selection

• Product reviews

• Shipping speed

• Return policy

• Other

Question: How did you shop with us?

• Mobile app

• Website on desktop/laptop

• Website on mobile browser

When to follow up with “why?” Following up a multiple-choice answer with “why?” is powerful whenever you want the reasoning behind a specific choice. Say a shopper selects "Return policy" as most important. A follow-up like, “Can you tell us why our return policy stood out or didn’t meet your needs?” turns a simple tick-box into actionable commentary.

When and why to add the “Other” choice? You should include “Other” when the listed options might not cover every possibility. This invites unexpected insights, and follow-up questions to “Other” can reveal pain points or growth opportunities you hadn’t considered—such as niche features, unique motivations, or overlooked obstacles.

Should you include an NPS question?

NPS (Net Promoter Score) asks shoppers how likely they are to recommend your brand. For ecommerce, it’s an industry gold standard—linking directly to customer loyalty and specific behaviors such as repeat purchases and referrals. With ecommerce’s competitive landscape, knowing how likely shoppers are to promote your shop provides a simple but powerful metric for benchmarking overall satisfaction and tracking improvement over time.

You can use NPS in your ecommerce shopper survey as a core metric, supplemented by the above open and structured questions to capture the “why” behind the score.

The power of follow-up questions

Ever wondered why you sometimes get short or confusing survey replies? That’s where follow-up questions come in. Our AI follow-up feature automatically digs deeper based on a user’s previous answer—richer insights, zero manual effort.

• Shopper: “Shipping was too expensive.”

• AI follow-up: “Can you tell us what you expected shipping costs to be, or how this compares to other stores you've used?”

Without that follow-up, all you’d know is something was “too expensive”—nothing actionable. But with smart probing, you get the context you need for improvement. This is huge, since high shipping costs cause 58% of online shoppers to abandon their carts [1]. Knowing the specifics lets you prioritize change.

How many followups to ask? Usually, 2–3 follow-ups are enough to clarify, dig for examples, or surface the emotion behind a response. It’s key to give respondents an “I’ve shared enough” option—Specific’s settings let you control when to stop, so nobody feels pestered.

This makes it a conversational survey: Automated follow-ups feel natural, not like a static form. Instead of a cold checklist, your survey becomes a flowing chat—leading to greater engagement and richer stories.

AI survey analysis: Even with all this rich, open-ended feedback, AI survey analysis makes reviewing results easy, surfacing patterns and top themes in seconds.

Try building a conversational survey and see how follow-up questions transform your feedback—what used to take hours of email chasing is now instant, natural, and easy to analyze.

Prompting AI to generate great survey questions

To get the best questions for an ecommerce shopper survey about overall shopping satisfaction from a tool like ChatGPT, start with a basic prompt:

Use this:

Suggest 10 open-ended questions for Ecommerce Shopper survey about Overall Shopping Satisfaction.

But AI really shines when it has more detail. Include your context, goals, or unique brand voice, for example:

We’re a mid-sized online retailer aiming to increase repeat purchases and improve our mobile shopping experience. Suggest 10 open-ended questions for ecommerce shoppers to uncover what drives their overall satisfaction and how we compare to competitors. Focus on real stories and practical site/app improvements.

Once you have your list, organize it:

Look at the questions and categorize them. Output categories with the questions under them.

Then, focus your deep dive:

Generate 10 questions for categories Product Selection and Shipping Experience.

This process helps the AI shape questions tightly focused on your priorities, increasing the value of every survey you send out.

What is a conversational survey?

A conversational survey isn’t just a form with one question after another; it’s an interactive chat that adapts to each respondent, asks smart follow-ups, and feels effortless for shoppers. Instead of the stiff, impersonal nature of traditional survey tools, you’re creating a dialog. That leads to higher completion rates and better data—especially valuable for ecommerce, where clarity and speed matter.

Why use AI for ecommerce shopper surveys? AI survey tools don’t just save you time—they actually improve survey quality. Using an AI survey example generated with Specific, you get better questions, relevant follow-ups, instant analysis, and a seamless experience for mobile users (important since 67% of online shoppers prefer mobile [1]).

Specific offers best-in-class experience in conversational surveys, making the feedback process smooth and genuinely engaging for both the creator and the respondent. Learn more about how to create a survey for ecommerce shoppers in just a few clicks, or explore our AI survey generator for custom needs.

See this overall shopping satisfaction survey example now

Experience firsthand how effortless it is to gather actionable insights and capture richer, more honest feedback from ecommerce shoppers with Specific’s conversational surveys. Try it—see deeper satisfaction, faster improvements, and data that actually moves the needle.