Sales Funnel Templates for eCommerce Brands + Examples [2025]

Generating sales in eCommerce requires a system fueled with interconnected strategies.

A sales funnel is one of those systems that helps you generate leads and convert them into paying customers. However, it has a lot of moving parts of its own. You must ensure your sales funnel system is designed thoroughly.

So, in this blog post, we’ll help you with sales funnel templates for B2C eCommerce, B2B eCommerce, and service businesses. You can customize and implement a template based on your specific business case.

Let’s begin with some basics first!

What is a Sales Funnel Template?

First, let’s understand what a sales funnel is. 

A sales funnel is a marketing strategy created to walk customers through a journey—consisting of subsequent stages—from making them aware of your product/service to enticing them to buy it.

These stages of the funnel may vary, from brand to brand, depending on the business type and strategy. But here’s an example of a B2C eCommerce sales funnel stages: Awareness, Interest, Consideration, Purchase, Post-Purchase, and Re-Purchase.

A sales funnel template is a general guide with a format that lists all the sales funnel stages, strategies, required action items, and metrics — which you can customize and use as per your business case.

Here’s a brief overview of a sales funnel template:

DOWNLOAD SALES FUNNEL TEMPLATES

Sales Funnel Templates for eCommerce Brands

As mentioned earlier, different brands may need to approach the sales funnel stages differently depending on their business type and strategies at the micro level.

For example, a B2C eCommerce brand selling beauty products may use a free sample offer to spark interest in potential leads. A service business may offer a free consultation call to get their prospects interested in their services. Thus, we’re going to cover different sales funnel templates for various types of eCommerce brands. 

Important note: Just know that some of the strategies may overlap and can be used interchangeably. There are no hard thumb rules here — be flexible when implementing any template for your business. You can even take ideas from a combination of two different sales funnel templates and create your own unique template.

A. Sales Funnel Template for B2C eCommerce Brands

What’s a B2C eCommerce brand?

B2C eCommerce is an online business model where a business sells its products or services to its end consumers, with or without the help of other third-party suppliers.

Learn more: B2B vs B2C eCommerce—Differences, Marketing & Sales Funnels [+ Examples] 

As covered previously, here are the stages of a B2C eCommerce sales funnel: 

Now, let’s understand this B2C eCommerce sales funnel template in detail:

1. Top of the Funnel (ToFu):

This is your top of the funnel, where you’d want to bring as many leads as possible. But if you’re into a niche market, it becomes important to ensure you’re finding quality leads and not random ones.

1.1 Awareness Stage: 

The awareness stage is all about getting your brand out there in front of your potential customers and bringing them to your eCommerce store.

The marketing channels in the stage of the funnel may remain almost the same for most funnel templates:

• Social media posts

• Advertorials

• Paid ads

• Informational blog articles

• Video content

Action items for you: 

• Define how you’re going to get traffic to your website/app. Be specific about the channels you’d focus on.

• Example: SEO-focused blog, YouTube, Instagram, TikTok, and Facebook ads.

• Depending on the awareness strategy, set up metrics to be measured and followed.

• Example: If you’re planning to create YouTube videos sharing guides to your potential customers, you may want to track metrics like the number of views, engagement, the number of shares, etc.

2. Middle of the Funnel (MoFu):

2.2 Interest Stage: 

Once the customer lands on your store or landing page, your next strategy must be ready to build interest and make them explore more about your brand.

Remember — all those visitors you got were your potential leads, but they’re not your actual leads until you build interest. Because if you can’t, they’ll just leave your site and might never come back.

In order to move them forward in the funnel, you must spark interest through various means, starting with your website or landing page copy. For example, using a storytelling technique to introduce your product and showing the benefits in action.

Now, this was just one example, but you can do this through other strategies such as:

• Offering a first-order discount

• Sharing a freebie, e.g., a free eBook

• Enticing visitors to participate in a contest

• Engaging visitors with a quiz

• Helping  visitors with a free personalized assessment

While offering any of these activities/incentives, collect the contact information (phone, email, or both) so that you can qualify them as leads and then nurture them further down the funnel.

Install GemPages Landing Page Builder

Throughout your sales funnel, landing pages are going to be crucial assets that will help you convey your brand’s message in an effective way. That’s why you need a reliable landing page builder.

GemPages has earned the trust of thousands of Shopify merchants over the years with its expertise and advanced features. 

GemPages offers you an extensive library of templates to design the landing pages with conversion-focused elements. Customize them easily with a visual drag-and-drop editor.

Action items for you:

• Define how you’d build interest in visitors and convert them into actual leads.

• Example: The Farmer's Dog — a brand offering human-grade dog food delivery — requires visitors to go through the quiz before they can view any product on the store.

• Create a stunning landing page.

• Define the metrics to be measured and followed.

• Example: Number of quizzes submitted, email newsletter signups, number of freebies downloaded, and so on.

Learn more: Shopify Quiz Funnel — Guide, Examples, and Apps

2.2 Consideration Stage:

So, you’ve made the potential customers aware of your offerings, you have sparked interest, and now they’re in the consideration stage, where they may evaluate whether they should buy from you.

This stage may or may not be applicable, depending on the types of products you sell. 

For example, if you’re selling $10 accessory, it doesn’t require a huge decision-making process  — it could be an instant buy. But if you’re selling $100 headphones, the customer might think a bit before finalizing the purchase.

Thus, at this stage, you must present the elements that would boost their confidence and trust in your brand. For example, presenting social proof and case studies on your website is an effective way to increase your trustworthiness.

• Creating and publishing case studies or customer success stories

• Writing product-led content showcasing your product in action

• Publishing a weekly newsletter to keep the leads engaged

All these strategies help nurture your leads and move them further in the funnel, getting close to a purchase.

Action items for you:

• Define how you’d nurture your leads and win their trust.

• Review your existing digital assets and content calendar and monitor adherence.

• Example: Ensuring the newsletter goes out every Friday as planned, planning new case studies, and so on.

3. Bottom of the Funnel (BoFu):

Now comes the most crucial stage of your sales funnel!

The bottom of the funnel is where all the actions finally turn into conversions. But again, you must put effort into converting those leads into paying customers.

3.1 Purchase Stage:

There are several strategies that you can consider when nudging the leads for that final push:

• Publish comparison articles to entice leads with a high purchase intent

• Email promotion with a special discount

• Offer a free sample with a discount coupon for the next purchase

• Launch a special sales promotion on social media

Once again, a landing page plays a crucial role at this stage too. 

For example, let’s say you’ve been nurturing your leads through an email newsletter. Along with the newsletter content, you can present the link to a landing page covering your detailed offer.

Action items for you:

• Finalize your sales promotion strategy; combine multiple ones if needed

• Example: Launch a special discount offer on selected products and promote it through a landing page linked with the newsletter and social media posts.

• Design a high-converting landing page

• Example: Use a countdown offer for a 48-hour flash sale to create a sense of urgency or FOMO.

• Measure the sales metrics and analyze the ROI.

3.2 Post-Purchase Stage:

The post-purchase stage is where you leverage the high-purchase intent of your customer to get an added purchase and increase your revenue. Here, you can also cross-sell relevant items by promoting them on the order confirmation page or the thank-you page.

Action items for you:

• Prepare a post-purchase funnel.

• Analyze the metrics for the success of the post-purchase funnel.

3.3 Re-Purchase Stage:

To avoid any confusion, the post-purchase stage is where we’re focusing on the repeat purchase immediately as the customer places an initial order — whereas the re-purchase stage is about getting the customers to purchase from you repeatedly, even after days, weeks, or months.

Action items for you:

• Continue email marketing to keep the customers engaged with your brand.

• Run re-targeting ad campaigns.

B. Sales Funnel Template for B2B eCommerce Brands

What’s B2B eCommerce?

B2B eCommerce is an online business model where a business sells its products or services to other businesses — meaning transactions take place between manufacturers, vendors, agencies, wholesalers, retailers, and other businesses or even organizations in general.

We’ve already reviewed the B2C sales funnel, and now we’ll explore the B2B funnel. So, this may make you think — Is a B2B sales funnel different than a B2C sales funnel?

The short answer is — Yes!

While the core concept of the sales funnel may remain the same, you may need to prepare a couple of different stages and strategies when dealing with a B2B audience. Generally, a B2B sales funnel includes the following stages: Awareness, Interest, Consideration, Evaluation, Intent, Purchase/Sale, and Retention.

1. Top of the Funnel (ToFu):

From a bird's-eye view, the top of the funnel remains almost the same for all types of businesses. After all, the goal here is to make people aware of your brand and its offerings, regardless of the business.

That said, the strategies and tactics applied at this level may differ.

1.1 Awareness Stage:

For B2B brands, content marketing is a great way to bring traffic and raise awareness of the brand. Most B2B brands may have offerings that are relatively complex. So, content marketing also helps them share their valuable insights on complex topics.

Action items for you: 

• Define how you’re going to get traffic to your website/app. Be specific about the channels you’d focus on.

• Example: Founder-led marketing, SEO-focused blog, LinkedIn, X, and YouTube.

• Depending on the awareness strategy, set up metrics to be measured and followed.

• Example: If you’re planning founder-led marketing, LinkedIn and X metrics of the founder’s profile are part of the key metrics.

2. Middle of the Funnel (MoFu):

2.1 Interest Stage:

B2B brands’ target audience mainly covers entrepreneurs and business managers. Thus, their content also revolves around business insights and growth strategies. So, informational freebies such as eBooks and whitepapers are great ways to build interest. 

Also, some B2B brands deal in bulk quantities. So, their customers may show interest only when they can get free or at least discounted samples before deciding to initiate any long-term business relationship. It helps move customers to the next stage of the sales funnel by collecting the emails or other contact information during the signup.

For example, SwagUp offers free samples as well as demo options to its customers

. It’s a B2B brand that lets you create, automate, and distribute branded swag items.

Alt-text: Free sample pack and demo offers on Swagup’s website

Action items for you:

• Define how you’d build interest in visitors and convert them into actual leads.

• Create a landing page showcasing the value of your freebie.

• Why should someone give you their email and/or phone number? The freebie you’re offering has to have great value in it.

• Define the metrics to be measured and followed.

• Example: Number of freebies downloaded, email newsletter signups, number of demo calls booked, etc.

2.2 Consideration Stage:

B2B customers prefer to shortlist multiple options before considering one option. They might even ask for quotes from multiple brands before going into further evaluation. Once again, the core strategies here could be similar to what we’ve seen in the B2C sales funnel:

• Creating and publishing case studies or customer success stories

• Writing product-led content showcasing your product in action

• Publishing a weekly newsletter to keep the leads engaged

How you implement these strategies is something you must consider in the context of your target audience. For example, when creating case studies or other content, you may want to focus on statistics, as B2B customers like to make decisions based on analysis.

Action items for you:

• Define how you’d nurture your leads and win their trust.

• Review your existing digital assets and content calendar and monitor adherence.

2.3 Evaluation Stage:

During the evaluation stage, B2B customers focus on the detailed pros and cons of choosing one solution that meets their business requirements. Many B2B brands use case studies and comparison articles to highlight how their product could be the right choice for customers.

Action items for you:

• Define how you’d convince customers during evaluation.

• Review your existing digital assets and content calendar and monitor adherence.

3. Bottom of the Funnel (BoFu):

3.1 Intent Stage:

After completing the evaluation, a customer may still want to test things out. So, in this stage, the customers show a clear indication that they’re almost ready to make a purchase. For example, they may reach out to your sales team, book a demo call, or order samples — all these are good indications that the customer is in the intent stage.

Action items for you:

• Prepare material for the sales team.

• Create a landing page for demo call booking or samples.

3.2 Purchase Stage:

Once the deal and its terms are finalized, the purchase is made by the customer. Thus, your sales funnel was able to successfully convert a lead into a paying customer.

Action items for you:

• Create a seamless checkout experience.

• Review and analyze what’s working best for you.

• Collect customer feedback to find any opportunity to enhance the sales funnel.

3.3 Retention Stage:

The retention (also referred to as “loyalty” or “re-purchase”) stage applies pretty much similarly in both B2B as well as B2C sales funnels. 

Action items for you:

• Start building rapport with your existing customers.

• Continue email marketing to keep the customers engaged with your brand.

• Run re-targeting ad campaigns.

C. Sales Funnel Template for Service, Consultancy, or Coaching Businesses

Service businesses typically follow a different type of sales funnel than B2C and B2B eCommerce brands. While we’ve separately mentioned consultancy and coaching businesses in the heading, ultimately, they are all just service businesses.

So, let’s review the stages of a typical sales funnel for a service business: Awareness, Education, Evaluation, Negotiation, Purchase/Sale, and Retention/Loyalty/Re-purchase.

Now, let’s explore the sales funnel template in detail for service businesses:

1. Top of the Funnel (ToFu):

Once again, the top of the funnel remains almost the same for a service business, too. Make potential customers aware of your brand and its services. But service businesses may modify their strategies based on their service types.

1.1 Awareness Stage:

For service businesses, social media platforms and SEO are powerful tools to raise brand awareness. Apart from those channels, one distinctive method that most service businesses use is cold pitching through email and calls.

Action items for you: 

• Define how you’re going to get traffic to your website/business page. Be specific about the channels you’d focus on.

• Example: Blog content for SEO, using LinkedIn business profile to reach out to potential clients and promote services, cold emails/calls, and so on.

• Depending on the awareness strategy, set up metrics to be measured and followed.

• Example: If you’re using cold emails as your primary strategy, the number of emails sent and response rate for those emails are your key metrics.

2. Middle of the Funnel (MoFu):

2.1 Education Stage:

In service businesses, the education stage plays a pivotal role. Some clients may have the basic idea about their pain points, but they may not be aware of the possible ways to tackle those challenges.

Thus, you need to educate them on how your services can help them resolve their pain points. For example, if you’re offering financial services, the client may know the basic goal of saving more money, but they would not have a detailed idea about the ways your service could help them achieve their goals.

Here are some ways you could educate your customers:

• Create and publish educational blog posts resolving customers' pain points

• Create YouTube videos for guides with visuals

• Publish a weekly/monthly newsletter with educational content

When your potential customers or clients consistently come across your educational content, it starts building your authority in the market.

Action items for you:

• Define how you’d educate your potential customers or clients.

• Create educational digital products such as eBooks, checklists, templates, etc.

• Define the metrics to be measured and followed.

2.2 Evaluation Stage:

At this stage, the potential customer or client is already educated about the solution, but they are looking for the best option. Thus, they may evaluate multiple service providers before finalizing one.

Action items for you:

• Define how you’d convince customers during evaluation.

• Create informational content

• Review your existing digital assets and content calendar and monitor adherence.

3. Bottom of the Funnel (BoFu):

3.1 Negotiation Stage:

Some service businesses may have the scope of price negotiations. Especially when a client has reached out to multiple service providers, they might try to negotiate and obtain the best pricing.

Action items for you:

• Create a detailed pricing page and FAQs that resolve the client’s hesitation.

• Prepare a proposal template outlining services, value being offered, and customizable pricing.

3.2 Purchase/Sale Stage:

Finally, after all the evaluations and negotiations, the customer takes the final call and purchases your service, consultation, or coaching package.

Action items for you:

• Create a seamless checkout experience.

• Review and analyze what’s working best for you.

• Collect customer feedback to find any opportunity to enhance the sales funnel.

3.3 Retention/Loyalty/Re-Purchase Stage:

Just like B2C and B2B eCommerce brands, most service businesses should also focus on their retention strategy. This will help them keep generating recurring revenue.

Action items for you:

• Start building rapport with your existing customers.

• Continue email marketing to keep the customers engaged with your brand.

• Run re-targeting ad campaigns.

Launch Your Sales Funnel Now!

Sales funnel strategy has to be your primary marketing strategy right from the get-go!

As soon as you launch your business, you must start developing your sales funnel and keep reiterating it as and when required. Also, monitor the performance of all the key metrics of your sales funnel to find the areas of improvement.

Last but not least — install the GemPages app if you haven’t already, and start building your sales funnel using a template.

To learn more about other eCommerce marketing strategies, trends, and best practices — check out more resources on the GemPages Blog. Also, join the GemPages Facebook community to network and learn from like-minded entrepreneurs and experts.

FAQs About eCommerce Sales Funnels