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Insight of the Day: One-third of shoppers abandon ecommerce purchases "due to poor search function"


  • Poor search functions on e-commerce sites lead to significant losses, with an estimated £1.7 billion lost annually in the UK alone.

  • A well-optimized site search is crucial as it significantly impacts user satisfaction and conversion rates. For instance, visitors using site search are 1.8 times more likely to convert and account for 45% of all e-commerce revenue​ 

  • Around 30% of visitors use a site search box when available, highlighting the importance of having a reliable search function​ 

Key Takeaway:

Optimizing the search function on e-commerce websites is essential for reducing cart abandonment rates and improving overall user experience. A poor search experience can drive users away, while an effective one can significantly boost conversions and revenue.


Consumers are increasingly demanding fast, accurate, and personalized search results on e-commerce platforms. The expectation set by major search engines and technology advancements means users are less tolerant of subpar search experiences.


  • Improving site search can lead to higher conversion rates, as users who utilize search are typically further along in their purchasing journey and more likely to buy.

  • A significant portion of revenue is driven by users who engage with the site search function, emphasizing its importance in the e-commerce strategy.

Implications for Brands:

  1. Invest in Search Optimization: Ensure your e-commerce platform has a robust, fast, and accurate search function to meet user expectations.

  2. Personalize Search Results: Tailor search results based on user behavior, preferences, and previous interactions to enhance user satisfaction and retention.

  3. Monitor and Improve Continuously: Regularly analyze search data and user feedback to identify and fix issues, continually enhancing the search experience.

  4. Mobile Optimization: Given the high percentage of mobile shoppers, ensure the search function is optimized for mobile devices to capture this significant market segment.

By focusing on these areas, brands can reduce abandonment rates, increase customer satisfaction, and drive higher sales through their e-commerce platforms.


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