This study explores the development of a comprehensive customer journey framework within the context of immersive virtual reality (iVR) shopping environments. The research question focuses on recommending an effective customer journey that encompasses various touchpoints and purchase phases in iVR retail. A thorough literature review was conducted to identify existing touchpoints in the literature and to recognize additional touchpoints relevant to physical and online retail contexts. The findings led to the formulation of a novel customer journey framework specifically tailored for iVR shopping experiences. The framework emphasizes the integration of diverse touchpoints and purchase phases, enabling retail businesses to enhance customer experiences (CX) and make informed decisions. The practical implications of the customer journey framework lie in its ability to guide retail businesses in optimizing the customer experience in iVR environments. Furthermore, the study contributes to the theoretical discourse surrounding human-computer interaction and customer-centric design. By embracing this customer journey framework, businesses and researchers can collaborate to drive innovation and create more immersive and engaging iVR retail experiences. Overall, this study provides valuable insights and guidance for designing a comprehensive customer journey in the emerging domain of iVR shopping.