Online shopper search drives 44% of ecommerce revenue

A new study by Constructor highlights the significant revenue impact of online shoppers engaging with the search bar on ecommerce sites.

The report, entitled "Beyond Relevance: The Data-Backed Case for Attractiveness as the New Standard for Ecommerce Search Performance," analysed 609 million online shopper searches across 113 global retail sites between October and December 2024, accounting for $9.8 billion in revenue. Findings show that although searchers make up just 24% of ecommerce traffic, they drive 44% of total site revenue, 45% of add-to-cart activity, and 42% of conversions. Searchers convert at 2.5 times the rate of non-searchers.

Constructor Chief Executive Officer Eli Finkelshteyn commented, "When searchers are shown the right product, they're much more likely to buy. Retailers can - and should - capitalise on this by creating prominent, engaging and cohesive search experiences, and serving up results that are meaningful to each individual shopper."

The study further explores the impact of search behaviour across different retail sectors such as health and beauty, apparel, general merchandise, home, and specialty and hobby. For instance, in the health and beauty sector, searchers account for 25% of traffic but generate 55% of add-to-cart activity and 57% of site revenue. Similar trends are observed across other sectors, with searchers consistently contributing a larger share of revenue compared to their proportion of site traffic.

The research underscores the importance of moving beyond "relevance" to "attractiveness" in ecommerce search metrics. Finkelshteyn explained, "Returning results that are relevant to the query is just the beginning - the real goal is connecting people to what they actually want to buy." He added, "Let's say two shoppers go to a site and search for 'men's jeans.' Chances are, though, they're not looking for the same thing. Yet traditional keyword-based engines don't distinguish. They match the word 'jeans' and deem all types relevant - putting the burden on the shopper to wade through."

The report indicates that highly attractive search results, which take into account individual preferences, history, shopping patterns, and additional factors, outperform those that are less optimised. Highly attractive results hold nearly double the click-through rate of less attractive ones. For every one-point increase in a search result's attractiveness, click-through rates rise nearly 4%.

Finkelshteyn elaborated on the advantages for retailers, stating, "But by prioritising attractiveness, retailers can show each person the jeans most likely to appeal to them. Maybe one person prefers slim fit, dark-wash, premium brands - so those in their size rise to the top of results. Doing this is a win-win: Shoppers have a better experience and find what they want faster, and retailers are more likely to make a sale."