our-claude-skills/ourdigital-custom-skills/13-ourdigital-gtm-manager/docs/checkout_flow.md

E-commerce Checkout Flow Reference

Complete Checkout Event Sequence

view_cart → begin_checkout → add_shipping_info → add_payment_info → purchase

Each step must fire in order with consistent item data.

Event Details

1. view_cart

When user views cart page.

dataLayer.push({ ecommerce: null });
dataLayer.push({
  event: "view_cart",
  ecommerce: {
    currency: "KRW",
    value: 125000,
    items: [{
      item_id: "SKU_001",
      item_name: "Blue T-Shirt",
      price: 45000,
      quantity: 2,
      item_brand: "Brand",
      item_category: "Apparel"
    }, {
      item_id: "SKU_002",
      item_name: "Black Jeans",
      price: 35000,
      quantity: 1
    }]
  }
});

2. begin_checkout

When user initiates checkout process.

dataLayer.push({ ecommerce: null });
dataLayer.push({
  event: "begin_checkout",
  ecommerce: {
    currency: "KRW",
    value: 125000,
    coupon: "SUMMER10",
    items: [/* same items as view_cart */]
  }
});

3. add_shipping_info

When user completes shipping step.

dataLayer.push({ ecommerce: null });
dataLayer.push({
  event: "add_shipping_info",
  ecommerce: {
    currency: "KRW",
    value: 125000,
    coupon: "SUMMER10",
    shipping_tier: "Express",  // Required
    items: [/* same items */]
  }
});

shipping_tier values:

• "Standard" / "일반배송"
• "Express" / "익일배송"
• "Same Day" / "당일배송"
• "Free" / "무료배송"
• "Store Pickup" / "매장픽업"

4. add_payment_info

When user enters payment details.

dataLayer.push({ ecommerce: null });
dataLayer.push({
  event: "add_payment_info",
  ecommerce: {
    currency: "KRW",
    value: 125000,
    coupon: "SUMMER10",
    payment_type: "Credit Card",  // Required
    items: [/* same items */]
  }
});

payment_type values:

• "Credit Card" / "신용카드"
• "Debit Card" / "체크카드"
• "Bank Transfer" / "계좌이체"
• "Virtual Account" / "가상계좌"
• "Mobile Payment" / "휴대폰결제"
• "Kakao Pay" / "카카오페이"
• "Naver Pay" / "네이버페이"
• "Toss" / "토스"
• "PayPal"

5. purchase

When transaction completes successfully.

dataLayer.push({ ecommerce: null });
dataLayer.push({
  event: "purchase",
  ecommerce: {
    transaction_id: "T_20250115_001234",  // Required, unique
    value: 130500,                         // Required (total)
    tax: 11863,
    shipping: 5000,
    currency: "KRW",                       // Required
    coupon: "SUMMER10",
    items: [{
      item_id: "SKU_001",
      item_name: "Blue T-Shirt",
      affiliation: "Online Store",
      coupon: "SUMMER10",
      discount: 4500,
      price: 45000,
      quantity: 2
    }]
  }
});

Funnel Drop-off Analysis

Tracking Drop-offs

Monitor completion rate at each step:

Step	Event	Drop-off Indicator
Cart	view_cart	User leaves cart page
Checkout Start	begin_checkout	User doesn't proceed
Shipping	add_shipping_info	Address form abandoned
Payment	add_payment_info	Payment not completed
Complete	purchase	Transaction failed

Implementing Drop-off Tracking

// Track checkout step viewed but not completed
let checkoutStep = 0;

function trackCheckoutProgress(step) {
  if (step > checkoutStep) {
    checkoutStep = step;
  }
}

window.addEventListener('beforeunload', () => {
  if (checkoutStep > 0 && checkoutStep < 5) {
    dataLayer.push({
      event: 'checkout_abandon',
      last_step: checkoutStep,
      step_name: ['cart', 'checkout', 'shipping', 'payment', 'complete'][checkoutStep - 1]
    });
  }
});

Value Consistency Check

Ensure value matches across events:

view_cart.value = sum(items.price * items.quantity)
begin_checkout.value = view_cart.value
add_shipping_info.value = begin_checkout.value
add_payment_info.value = add_shipping_info.value
purchase.value = add_payment_info.value + shipping + tax - discount

Common Issues

Duplicate Purchase Events

Problem: Same order tracked multiple times Solution:

// Check if already tracked
const txId = "T_12345";
if (!sessionStorage.getItem('purchase_' + txId)) {
  dataLayer.push({ event: 'purchase', ... });
  sessionStorage.setItem('purchase_' + txId, 'true');
}

Missing Items in Later Steps

Problem: Items present in view_cart but missing in purchase Solution: Store cart data in session and reuse

Inconsistent Currency

Problem: Some events use USD, others KRW Solution: Standardize currency across all events

Wrong Value Calculation

Problem: purchase.value doesn't include tax/shipping Solution:

purchase.value = subtotal + tax + shipping - discount

Korean E-commerce Platforms

Cafe24

Custom dataLayer variable names - check documentation

Shopify Korea

Standard GA4 format with Shopify.checkout object

WooCommerce

Use official GA4 plugin or custom implementation

Naver SmartStore

Separate Naver Analytics implementation required

Checkout Flow Checklist

• view_cart fires on cart page load
• begin_checkout fires on checkout button click
• add_shipping_info includes shipping_tier
• add_payment_info includes payment_type
• purchase has unique transaction_id
• All events have consistent items array
• Currency is consistent across all events
• Value calculations are accurate
• ecommerce object cleared before each push
• Purchase event fires only once per order