Abstract: Online retailing is more and more popular. By investigation, it is found that the customers feel less satisfaction about express delivery and online service. Thus, it is important to improve its service quality. Service encounter points involved in the online retailing are identified by drafting the service blueprinting. With the service blueprinting, service encounter factors for online retailing are presented. Then, customer-perceived service quality is evaluated by using the fuzzy comprehensive method and the service fail points are analyzed. Thus, by improving the service fail points, it can improve the customer experience of the online retailing.