A new study from Constructor confirms what retailers may have suspected but not fully understood: shoppers who use search bars are the biggest revenue drivers in ecommerce. While searchers only make up 24% of visitors, they account for a staggering 44% of all online revenue.
The report, which analyzed 609 million online searches across 113 global retail sites, found that searchers are more likely to add items to their carts and complete purchases than those who browse. They generate 45% of add-to-cart activity, 42% of conversions, and convert at a rate 2.5 times higher than those who don’t use search.
This isn’t just about convenience—it’s about intent. When shoppers search, they already know what they want. The challenge for retailers is making sure the right products show up.
The Search Quality Gap
Even though search is driving sales, it’s far from perfect. A whopping 68% of online shoppers think ecommerce search could be better. Worse, 42% say the results they get might match their search terms, but they aren’t what they actually want to buy.
Constructor CEO Eli Finkelshteyn explains why this happens: “Two shoppers searching for ‘men’s jeans’ might want completely different things. One could be looking for slim-fit, dark wash, premium brands. Another might want loose-fit, budget-friendly options. But traditional keyword-based engines don’t make that distinction. They just show everything labeled ‘jeans,’ leaving the shopper to do the hard work.”
Retailers who rely on outdated search engines risk losing sales simply because shoppers don’t want to sift through irrelevant results.
Industry Breakdown: Where Search Matters Most
Some industries rely on search more than others. The study breaks down how search impacts different retail categories, and the numbers are striking:
Health & Beauty
- 25% of visitors use search, but they drive 57% of site revenue.
- Their conversion rate is 17%, compared to just 6% for non-searchers.
Apparel
- Searchers make up 21% of traffic but generate 33% of revenue.
- They convert at 13%, while non-searchers convert at just 6%.
General Merchandise
- 41% of visitors search, contributing 61% of revenue.
- Their conversion rate is 15%, compared to 7% for those who don’t search.
Home Goods
- Searchers account for only 14% of traffic but bring in 42% of revenue.
- Their conversion rate is nearly triple that of non-searchers.
Specialty & Hobby
- 26% of visitors use search, but they’re responsible for 49% of sales.
- Their conversion rate is three times higher than non-searchers.
Across all industries, the pattern is clear: searchers are the ones making the biggest impact on the bottom line.
Attractive Results Win
Just having a search engine isn’t enough. The study found that shoppers are far more likely to click on and buy from search results that are visually and contextually appealing. Constructor’s data shows that when search results are fine-tuned to match individual preferences, clicks nearly double.
Even small tweaks make a big difference. For every one-point increase in a search result’s appeal, click-through rates rise by nearly 4%.
Retailers who invest in smarter, more personalized search experiences don’t just make shopping easier for customers—they make more money.
The Future of Ecommerce Search
As more shoppers expect online stores to show them what they actually want, retailers will need to rethink how search works. Instead of just matching words, search engines need to recognize shopping habits, preferences, and even past purchases.
Eli Finkelshteyn puts it simply: “The goal isn’t just to show relevant results—it’s to show the right results.”
For online stores, the message is clear: if you want more sales, start with search.
