Which activity should a business practitioner use to start a customer journey upon an online purchase?

The appropriate choice for starting a customer journey upon an online purchase is an Event activity. This type of activity is designed to respond to specific actions taken by customers, such as completing a purchase on an e-commerce platform. When a customer makes an online purchase, that action generates an event, which can then be used to trigger the next steps in the customer journey.

Using an Event activity allows businesses to create personalized and dynamic engagement paths based on customer actions, leading to a more relevant and timely communication strategy. It ensures that the subsequent interactions are tied directly to the customer's recent behavior, improving the overall experience and potentially increasing customer retention and loyalty. In this context, starting the journey based on a purchase action reflects best practices in customer journey management, where the initiative often relies on real-time customer interactions and events.