Retailers seeking to maximise eCommerce revenue should focus on the search bar, according to a new study from Constructor. Shoppers who engage with search have an outsized impact on eCommerce revenue — far more than their browsing-only counterparts. This highlights the importance of delivering quality experiences that turn searchers’ high intent into action.
Constructor’s report, “Beyond Relevance: The Data-Backed Case for Attractiveness as the New Standard for eCommerce Search Performance,” analyses 609 million online shopper searches — responsible for US$9.8 billion in revenue — across 113 global retail sites between October and December 2024.
From click to cart to conversion
Even though searchers make up a minority of site visitors, they have a huge impact on online sales. According to the research, on average:
- Searchers make up 24 per cent of eCommerce visitors
- Yet, they drive 44 per cent of total site revenue
- They generate 45 per cent of sites add-to-cart activity and 42 per cent of conversions
- Searchers convert at 2.5X the rate of non-searchers
“When searchers are shown the right product, they’re much more likely to buy,” Constructor CEO Eli Finkelshteyn said. “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.”
Search behaviour and prevalence vary across retail sectors. For example, general merchandise retailers — whose vast catalogues often contain millions of items — see higher search engagement, as customers navigate the extensive selection. Across all areas of retail, though, searchers consistently drive a disproportionate share of sales.
Health & beauty
- Searchers make up 25 per cent of eCommerce traffic — but drive 55 per cent of add-to-cart activity and 57 per cent of site revenue.
- Searchers have an add-to-cart rate of 49 per cent (more than double that of non-searchers at 23 per cent) and conversion rate of 17 per cent (nearly triple that of non-searchers at 6 per cent).
Apparel
- Searchers account for 21 per cent of eCommerce traffic — but generate 34 per cent of add-to-cart activity and 33 per cent of site revenue.
- Searchers have an add-to-cart rate of 37 per cent (vs. non-searchers at 22 per cent) and conversion rate of 13 per cent (more than double that of non-searchers at 6 per cent).
General merchandise
- Searchers represent 41 per cent of eCommerce traffic — yet drive 63 per cent of add-to-cart activity and 61 per cent of site revenue.
- Searchers have an add-to-cart rate of 30 per cent (compared to non-searchers at 21 per cent) and conversion rate of 15 per cent (more than double that of non-searchers at 7 per cent).
Home
- Searchers make up 14 per cent of eCommerce traffic — but contribute 39 per cent of add-to-cart activity and 42 per cent of site revenue.
- Searchers have an add-to-cart rate of 30 per cent (nearly triple that of non-searchers at 11 per cent) and conversion rate of 11 per cent (nearly triple that of non-searchers at 4 per cent).
Specialty & hobby
- Searchers represent 26 per cent of eCommerce traffic — yet generate 57 per cent of add-to-cart activity and 49 per cent of site revenue.
- Searchers have an add-to-cart rate of 25 per cent (more than double that of non-searchers at 12 per cent) and conversion rate of 12 per cent (triple that of non-searchers at 4 per cent).
Simply having a search engine isn’t enough, though: The quality of the search experience matters.
With 68 per cent of online shoppers stating eCommerce search needs an upgrade — and 42 per cent reporting that results are technically relevant to their queries, but not things they’d want to buy — there’s an opportunity for retailers to do better. The data supports moving beyond “relevance” to “attractiveness” as a primary search metric.
“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,” Constructor CEO Eli Finkelshteyn said. “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.”
“But by prioritising attractiveness, retailers can show each person the jeans most likely to appeal to them,” Finkelshteyn continued. “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.”
Constructor’s study shows how attractive search results — which consider an individual’s history, preferences and shopping patterns; in-session context; product performance data; inventory; product and regional seasonality; and more — outperform others:
- Highly attractive results — measured by as Constructor results closely optimised for conversion — have nearly double the click-through rate of those with low attractiveness (those that are less-optimised to drive conversions).
- For every 1-point increase in a search result’s attractiveness, click-through rates rise nearly 4 per cent.
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