Contemporary research has highlighted entrepreneurial sensemaking as a dynamic, socially embedded action undertaken to reduce uncertainty, but scholars have yet to fully address the role of routine-like immanent sensemaking employed when entrepreneurs try to understand their task environment. Defined as a routinised way of making sense of how to proceed in novel situations, we investigate how entrepreneurs use immanent sensemaking as they continuously seek to make sense of their consumer context. Our study reveals that entrepreneurs absorb individual, social and cultural signals from consumers to support their judgement and action. The findings suggest that entrepreneurs use immanent sensemaking not only for unusual events but also construct multilevel frames to understand their customers as individual, social and cultural beings in their everyday encounters.