E-Commerce Events Specification

Detailed technical description of the semantic events suitable for e-commerce, captured by the various RudderStack APIs

Introduction

RudderStack is a customer data infrastructure that specializes in tracking, collecting, and routing event data in a secure, real-time manner. In the case of eCommerce companies, this event data follows a specific, standard format. This guide gives you a detailed description of the e-commerce events along with their properties, and how RudderStack uses this data to help you define a customer's journey on an eCommerce website.

Event Lifecycle Overview

RudderStack supports the following e-commerce events - classified into major categories as mentioned below - that form a part of the overall customer journey.

Browsing

The following actions are associated with the user's browsing activity, whenever they are on the website:

User Action

Context

Products Searched

When the user searches for product/s

Product List Viewed

When the user views a list or category of products

Product List Filtered

When the user filters a product list or category

Promotions

The following actions are associated with the user's interaction with a website promotion:

User Action

Context

Promotion Viewed

When the user views a promotional ad on the website

Promotion Clicked

When the user clicks on a promotional ad on the website

Ordering

The following actions are associated with a user's core ordering activity:

User Action

Context

Product Viewed

When the user views a product and its details

Product Added

When the user adds a product to their shopping cart

Product Removed

When the user removes a product from their shopping cart

Cart Viewed

When the user views their shopping cart

Checkout Started

When the user initiates the checkout process to complete their order

Checkout Step Viewed

When the user views a checkout step

Checkout Step Completed

When the user completes a checkout step

Payment Info Entered

When the user adds the payment information

Order Completed

When the order is completed by the user

Order Updated

When the user updates the already placed order

Order Refunded

When the order amount is refunded to the user

Order Cancelled

When the user cancels the already placed order

Coupons

The following actions are associated with the user's interactions with the website's coupon facilities, for availing discounts:

User Action

Context

Coupon Entered

When the user enters a coupon on an order or the shopping cart

Coupon Applied

When a coupon is applied successfully on an order or the shopping cart

Coupon Denied

When a coupon is not valid for the order or the cart and is denied as a result

Coupon Removed

When the user removes the coupon from an order or the shopping cart

Wishlist

The following actions are associated with the user's activities related to adding or removing product/s from their wish list:

User Action

Context

Product Added to Wishlist

When the user adds a product to their wish list

Product Removed from Wishlist

When the user removes a product from their wish list

Wishlist Product Added to Cart

When the user adds a wishlisted product to their cart

Sharing

The following actions are associated with the user's sharing activity when they share the product or the cart list with their friends or colleagues:

User Action

Context

Product Shared

When the user shares the product link with one or more friends

Cart Shared

When the user shares their existing shopping cart with one or more friends

Reviewing

The following actions are associated with the reviewing activity of the user:

User Action

Context

Product Reviewed

When the user reviews a product

Contact Us

To know more about the RudderStack eCommerce spec, feel free to contact us. You can also request a demo to see RudderStack in action. You can also start a conversation on our Slack community - we will be happy to talk to you.