Today’s fashion e-commerce is becoming increasingly challenging, due to online pure players and international fashion brands that dominate the market. This situation is further intensified by the changing consumer behavior, as fashion customers interact with brands through myriad touchpoints and demand an individual address. Therefore, it is not sufficient anymore to distinguish from competition through quality or price – a greater differentiator is needed nowadays. Customer experience management is seen as the future key to customers, as the approach’s aim is it to provide emotional and personalized shopping experiences at single touchpoints and throughout the entire customer journey.To obtain a comprehensive knowledge of how to create holistic online customer experiences in online fashion retail, insights into the market’s specific characteristics and future developments are given first. After investigating the online fashion consumer behavior, the online customer experience construct is presented. This includes various dimensions by which experiences can be created, as well as digital touchpoint and journey analysis. Based on this input, the theoretical part cumulates in an online customer experience concept for international fashion retailers. In the practical part, this concept is applied on the example of HUMANIC. The Austrian footwear retailer is lacking knowledge about how to create seamless online customer experiences in its target markets Austria and Czech Republic. Therefore, a qualitative market research was conducted. The interviews with Austrian and Czech online customers disclosed the critical experience requirements towards the digital touchpoints and revealed the homogeneity of both markets. Based on these findings, the elaboration of HUMANIC’s concept was possible, which is tailored to the persona-specific requirements. Although theory presented numerous experience creating factors, both cultures can be addressed best with sensory and affective factors, such as multisensory and emotionalized inspirations. Moreover, HUMANIC online customers seem to be highly utilitarian driven. Convenience and the ease of use throughout the entire shopping journey is the key and is therefore a crucial prerequisite for increased experiences. Based on these insights, measures of how to optimize the brand’s digital touchpoints are derived, by which a personaspecific addressing is fostered. This elaborated online customer experience concept makes an essential contribution to the creation of holistic and customer-centered online customer experiences with the brand HUMANIC – the key to customers in this highly competitive market environment.