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Product & UX

E-commerce Win-Loss & Competitive Gap Survey

Diagnoses why power users complete or abandon purchases, benchmarks competitor performance across key dimensions, and surfaces priority product gaps to guide retention and conversion strategy.

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Sample questions

A preview of what’s in the template. Every question is editable before you launch.

21 questions · ~10 min
Q01
Message

Welcome to our shopping experience survey. We're conducting this research to understand how we can better serve you. This survey takes approximately 6–8 minutes to complete. Your participation is completely voluntary and you may stop at any time. There are no right or wrong answers — we're simply interested in your honest opinions. All responses are confidential and will be reported only in aggregate. Your individual answers will not be linked to your identity. Please click 'Next' to begin.

Q02
Dropdown

In the past 3 months, approximately how many orders have you placed with us?

  • 10+ orders
  • 5–9 orders
  • 2–4 orders
  • 1 order
  • 0 orders
Q03
Multiple Choice

Thinking about the last time you shopped with us in the past 30 days, what was the outcome?

  • Completed a purchase with us
  • Compared options then purchased with us later
  • Purchased from another retailer
  • Decided not to buy at all
  • Could not find the right item
Q04
Multiple Choice

Which other retailers did you seriously consider for that purchase? (Select all that apply)

  • Amazon
  • Walmart
  • Target
  • eBay
  • Brand website (manufacturer direct)
  • Another online marketplace
  • Social commerce (e.g., Instagram, TikTok Shop)
  • I did not consider other retailers
Q05
Multiple Choice

Where does our shopping experience most need improvement? (Select all that apply)

  • Search relevance
  • Filter and sort options
  • Stock availability
  • Price competitiveness
  • Fees or shipping costs
  • Delivery speed
  • Product details and images
  • Review quality and quantity
  • Checkout friction
  • Returns process
  • Customer support responsiveness
  • Loyalty or rewards value
Q06
Long Text

Based on your responses in this survey, please share any additional thoughts about your shopping experience with us — what we do well, where we fall short, or what would make you more likely to choose us.

Q07
Dropdown

What is your age?

  • 18–24
  • 25–34
  • 35–44
  • 45–54
  • 55–64
  • 65+
  • Prefer not to say
Q08
Message

Thank you for completing this survey — your feedback directly helps us improve your shopping experience!

Q09
Multiple Choice

Which of the following factors most influenced that outcome? (Select up to 3)

  • Price / total cost
  • Product availability
  • Delivery speed or options
  • Delivery cost
  • Promotions or discounts
  • Product information and reviews
  • Checkout ease
  • Returns and policies
  • Customer support
  • Trust and safety
  • Past experience with us
  • Other
Q10
Dropdown

Of those, which was the single strongest alternative to us?

  • Amazon
  • Walmart
  • Target
  • eBay
  • Brand website (manufacturer direct)
  • Another online marketplace
  • Social commerce (e.g., Instagram, TikTok Shop)
  • Other
Q11
Ranking

Rank these potential improvements in order of how much they would increase your likelihood of purchasing with us. (Drag to rank your top 3)

  1. Lower total cost (including shipping)
  2. Faster delivery options
  3. Better search and filters
  4. Clearer product info and visuals
  5. Smoother checkout
  6. Stronger loyalty or rewards program
Drag to rank
Q12
AI Interview

We'd love to understand your experience in more depth. An AI moderator will ask a couple of follow-up questions based on your earlier responses.

Q13
Dropdown

In which region do you primarily live?

  • United States
  • Canada
  • United Kingdom
  • European Union
  • Australia / New Zealand
  • India
  • Latin America
  • Middle East / Africa
  • East / Southeast Asia
  • Other
Q14
Opinion Scale

How satisfied are you with that shopping outcome?

Scale: 1 – 7
Min:Very dissatisfiedMax:Very satisfied
Q15
Long Text

Please name the other retailer you considered.

Q16
Opinion Scale

How likely are you to choose us the next time you need to make a similar purchase?

Scale: 1 – 7
Min:Very unlikelyMax:Very likely
Q17
Dropdown

What is your gender identity?

  • Woman
  • Man
  • Non-binary
  • Prefer to self-describe
  • Prefer not to say
Q18
Multiple Choice

In which of the following areas did that retailer outperform us? (Select all that apply)

  • Lower prices or better value
  • Wider product selection
  • Faster delivery
  • Lower shipping costs
  • Better product information and images
  • Easier checkout process
  • Better customer reviews
  • Stronger return or refund policies
  • More responsive customer support
  • Better loyalty or rewards program
  • Greater overall trust
  • None — we outperformed them overall
Q19
Long Text

If you prefer to self-describe your gender, please enter it here.

Q20
Dropdown

What is your total annual household income (USD)?

  • Under $25,000
  • $25,000–$49,999
  • $50,000–$99,999
  • $100,000–$149,999
  • $150,000–$199,999
  • $200,000+
  • Prefer not to say
Q21
Multiple Choice

What device do you most often use to shop with us?

  • Desktop or laptop
  • Mobile app
  • Mobile web browser
  • Tablet
  • Other

What’s included

  • AI follow-ups

    Adaptive probes on open-ended answers that pull out detail a static form would miss.

  • Attention checks

    Built-in safeguards against rushed answers and low-quality respondents.

  • AI-drafted copy

    Wording, ordering, and branching written by the AI — tuned to your research goal.

  • Auto report

    Themes, quotes, and a plain-English summary write themselves once responses come in.

Why this template

What this template is built to do — we found no directly comparable template from other survey tools to review.

What sets it apart

  • Diagnoses actual purchase outcomes (completed vs. abandoned) and the specific factors behind them, rather than just measuring general satisfaction
  • Benchmarks named competitor retailers directly against us across specific performance areas, then asks respondents to rank which improvements would most increase their loyalty
  • Includes an AI follow-up interview that can adaptively probe respondents' open-ended feedback in more depth than a static open-text box allows
  • Captures rich qualitative context (open-text on the competitor considered, open-text on overall thoughts) alongside structured quant questions, giving both benchmarking numbers and narrative detail on why users chose competitors

Frequently asked questions

What questions are in the “E-commerce Win-Loss & Competitive Gap Survey” template?

The template includes 21 ready-to-use questions, starting with: “Welcome to our shopping experience survey. We're conducting this research to understand how we can better serve you. Th…” · “In the past 3 months, approximately how many orders have you placed with us?” · “Thinking about the last time you shopped with us in the past 30 days, what was the outcome?”. The full set is previewed above, and every question is editable.

How long does this survey take to complete?

Respondents typically finish the 21 questions in about 10 minutes.

Can I customize this template?

Yes — every question, answer option, and the ordering is editable before you launch. You can add or remove questions, or ask the AI editor to rework the survey around your research goal.

Is this template free to use?

Yes. Open it in the editor and start customizing right away — no account required to try it, and the free plan covers launching your survey.

Ready to launch?

Open this template in the editor. Every part is yours to change before the first respondent sees it.

Use this templateStart free

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