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.