Survey reveals challenges in online product discovery

According to a recent survey conducted by Constructor, more than four in ten online shoppers, or 42%, rate their product discovery experiences on retail websites with a 'C' grade or lower.

The survey, which includes responses from nearly 900 shoppers in the United Kingdom and the United States, highlights several challenges and opportunities within the ecommerce industry.

The study's findings indicate that retailers face significant struggles with their search functionalities. A substantial 68% of online shoppers believe that search functions on retail websites need improvements, with this sentiment more pronounced in the US at 71% compared to 61% in the UK.

The difficulties in using search functionalities extend beyond general dissatisfaction. The report reveals that 44% of shoppers spend at least three minutes filtering through search results to find their desired product, and for more than 21%, it takes over eight minutes. Furthermore, 41% of consumers state that they frequently have to reformulate their search queries to get accurate results, with a notable 85% doing so at least on occasion. Another issue is that, despite the relevance of search results to queries, 42% of shoppers find these results do not reflect their preferences. This issue is more acute in the UK (48%) than in the US (38%).

Personalisation remains a significant pain point for online shoppers. Some 44% of respondents feel that retail websites treat them like strangers, offering generic recommendations devoid of any personalisation. Enhancing these experiences could be lucrative for retailers, as only 32% of shoppers find online product searches 'enjoyable'.

Poor product discovery experiences can drive shoppers away. When failing to find desired items, 52% of shoppers leave the site altogether, while 48% opt to buy from another retailer and 38% turn to Amazon. Nonetheless, there is potential for substantial retail gains; if guaranteed an excellent search and discovery experience, 62% of shoppers would shop more at a particular retailer, and 42% would choose that retailer first for their shopping needs. Additionally, 24% would be willing to pay 5-10% more for items, up from 15% the previous year.

'Good product discovery experiences literally pay off,' stated Nate Roy, Strategic Director of Ecommerce Innovation at Constructor. 'The bar for a good digital experience continues to rise, and successful retailers work to meet and exceed shopper expectations. As technology and cost barriers drop, it's easier for retailers to make incremental changes that measurably improve both the shopper experience and business results.'

Regarding potential enhancements, shoppers voiced a preference for search results that better reflect their needs (45%), improved filtering options (33%), and better personalisation of search results (30%). Autocomplete features hold appeal for 27% of the respondents, and 24% favour better integration of online and in-store experiences, with this need more pronounced in the US (28%) than the UK (16%).

As mobile commerce continues to grow, with over 61% of shoppers conducting at least half of their online shopping via mobile devices, the importance of optimizing mobile product discovery is increasingly crucial. Interestingly, the survey found that shoppers aged 60 and above are just as likely as other age groups to do all their online shopping on mobile devices, although they are also more likely to opt exclusively for a computer.

Shoppers are becoming more comfortable with generative AI (GenAI) tools, with 51% having used ChatGPT or similar technologies, up from 29% last year. Although the comfort level with GenAI tools varies by age group, there is a clear trend towards embracing this technology for product recommendations (41%), visual/image search (36%), and personalisation (33%).

'There's great interest in applying GenAI to ecommerce,' added Roy. 'But implementing GenAI for GenAI's sake isn't a smart move, and retailers are moving beyond what's simply flashy to what will drive sustained value for them and their customers. Uses like AI assistants are already meeting shoppers' needs and improving retail results. We encourage retailers to look at where product discovery is heading, and how consumers will increasingly want to engage — and then use AI and other technology strategically to cement themselves as leaders in this future.'