A recent survey from Constructor highlights that 42% of online shoppers rate their product discovery experiences poorly on retail websites, indicating significant issues within the eCommerce landscape. The responses from nearly 900 shoppers in the United Kingdom and the United States provide crucial insights into the challenges that retailers face, shedding light on areas where enhancements can yield substantial returns.
The survey exposes considerable dissatisfaction with search functionalities. A striking 68% of online shoppers express the need for improvements in search capabilities, with a more pronounced concern in the US (71%) compared to the UK (61%). This dissatisfaction translates into a frustrating experience for consumers: 44% of shoppers report spending at least three minutes filtering through search results to find what they are looking for, and for over 21%, this duration extends beyond eight minutes. Furthermore, 41% of consumers often find themselves reformulating their search queries to obtain accurate results, and 85% do so at least occasionally.
The disconnect between search results and consumer preferences is evident, with 42% of shoppers stating that the search results do not reflect their needs. This issue is particularly acute in the UK, where 48% of respondents feel this way, compared to 38% in the US. This misalignment can lead to lost sales and frustrated customers.
Personalization emerges as another significant pain point. Approximately 44% of survey participants feel as though retail websites treat them like strangers, delivering generic recommendations that lack personalization. This shortfall in tailoring experiences could deter shoppers, as only 32% deem online product searches as enjoyable. Poor product discovery experiences have tangible consequences: 52% of online shoppers abandon sites when they cannot find desired items, 48% switch to another retailer, and 38% often turn to Amazon for their needs.
However, the survey uncovers a silver lining for retailers willing to invest in improving search and discovery experiences. A significant 62% of shoppers indicated they would shop more frequently at a retailer that guarantees excellent search functionality, while 42% expressed a preference for shopping from such retailers first. Additionally, 24% of shoppers are even willing to pay 5-10% more for items if they are granted a superior product discovery experience—an increase from 15% in the previous year.
Nate Roy, Strategic Director of Ecommerce Innovation at Constructor, succinctly captures the essence of the findings: “Good product discovery experiences literally pay off.” Retailers need to meet and exceed shopper expectations, especially as technology evolves and barriers to entry lower. Incremental changes can lead to measurable improvements in both shopper satisfaction and business performance.
Shoppers have articulated specific enhancements they desire. A preference for search results that align better with their needs was noted by 45% of respondents. Other desired improvements include better filtering options (33%), improved personalization of search results (30%), autodiscovery features (27%), and better integration of online and in-store experiences (24%). The need for improved online-to-offline integration is particularly strong in the US (28%) compared to the UK (16%).
Additionally, the rise of mobile commerce cannot be overlooked. With over 61% of shoppers conducting at least half of their online shopping through mobile devices, optimizing mobile product discovery is more crucial than ever. Interestingly, shoppers aged 60 and above are just as likely to use mobile devices for online shopping as younger groups, although they also show a preference for using computers exclusively.
As generative AI (GenAI) tools also gain traction, with 51% of respondents having used technologies such as ChatGPT—up from 29% last year—retailers should consider integrating such innovations into their product discovery processes. While comfort with GenAI varies among age groups, there is a notable inclination toward using these tools for product recommendations (41%), visual searches (36%), and personalization (33%).
Roy comments on this trend, stating, “There’s great interest in applying GenAI to eCommerce but implementing GenAI for its own sake isn’t advisable. Retailers should focus on creating sustained value for their customers through technology.” Utilizing AI assistants to meet shopper needs and enhance the retail experience can set stores apart in a competitive marketplace.
To address the challenges highlighted by the survey, retailers need to prioritize enhancing search functionalities, personalizing experiences, and ensuring a seamless transition between online and offline shopping. By focusing on these critical areas, retailers can not only improve customer satisfaction but also drive profitability and loyalty in an increasingly competitive eCommerce environment.
In conclusion, the insights from the Constructor survey underline the immediate need for retailers to assess and refine their product discovery strategies. With clear opportunities for improvement, those who act decisively can expect to reap the rewards in terms of customer satisfaction and increased revenues.
