Customer experience (CX) in the eCommerce (eCom) context refers to the complete journey that the customers of an e-business go through at time of interacting with the company’s online store. It includes all the touchpoints; from the instant the brand is discovered by the customers to the time succeeding the customers receive what they bought. While broadening the choice of products available to the customers eCommerce has also intensified competition amongst the e-retailers and thanks to portals like Amazon, they now must compete against both domestic and international peers. With a plethora of eCom sites being available to customers, just a few clicks away, providing superlative customer service throughout their journeys that engage users and influence their purchases, has become crucial for eCom businesses. This article analyses the strategies available to firms to provide excellent customer services that can eventually translate into higher sales.