Product search and discovery are two concepts that form the shopping experience. If your e-commerce store complicates either part of the shopping journey, customers will quickly move to a website that is easier to navigate.
Here’s an example to showcase the difference between the two:
You need a new pair of running shoes but don’t have a specific product in mind yet. So, you browse different brands, styles, and colors and come across ideas while searching for “running shoes.” This is product discovery, the process of finding inspiration and narrowing down your preferences.
Now, you’ve decided on a pair of blue Nike running shoes. With your choice made, you head to their website and use the search bar to find exactly what you need. You filter for running shoes, choose “blue,” and your options appear. That’s product search in action.
Now, both of these are achievable with site search, an in-app website feature that lets you find products quickly using the search bar to avoid tedious scrolling or complex menus.
Site search in action on Nike’s website.
If you think about it, how often do you use search bars? Probably all the time, and likely without giving it much thought. A search bar is one of those features that go unnoticed when they work but cause endless frustration when they don’t.
Why is Site Search Important?
E-commerce site search software improves the shopping experience, drives sales, and encourages repeat customers. Up to 30% of customers will use the site search bar when one is offered, and 68% will never return if they have a poor internal site search experience.
Additionally, visitors who use the internal search function successfully are 1.8x more likely to convert.
These are common search behaviors you might recognize:
- Impulse buying: a shopper knows the name of a product and wants to find it immediately.
- Exploration: users search for general terms like “soft blankets” or “cheap laptops” to explore options.
How Does AI Improve Site Search?
AI is everywhere, and it has even revolutionized site search in recent years. Advanced site search solutions can:
- Understand user intent, even with vague or misspelled queries.
- Share relevant results for queries containing synonyms.
- Provide recommendations based on browsing history.
- Deliver autocomplete suggestions.
- Learn over time to improve accuracy.
Now that we’ve discussed the importance of site search for the user experience, let’s explore e-commerce search and discovery further.
Take note: site search encompasses all forms of internal search, whereas product search only focuses on the e-commerce site search experience.
What is Product Search?
Product search is a keyword-based system within an e-commerce platform that helps users find products based on their queries. It’s a targeted approach to shopping, where customers know what they need and rely on product search to find it.
Key Features of Product Search Systems:
- Search bar: a visual element where users can input queries related to the product they’re looking for.
- Autocomplete and suggestions: provide real-time recommendations as users type, making it easier to refine queries.
- Filters and sorting options: enables users to narrow results by filtering for price, size, color, brand, or customer ratings.
- Relevance ranking: displays the most relevant products at the top of the search results, often powered by AI algorithms.
- Error handling: recognizes typos, alternative spellings, or synonyms to deliver accurate results.
- Semantic understanding: advanced systems interpret the intent behind a query, even if it’s phrased ambiguously (e.g., “cheap black running shoes”).
What is Product Discovery?
Product discovery is the process of helping users find products they may not have initially thought about. Unlike product search, which is designed for specific queries, product discovery emphasizes inspiration and personalization to lead customers through the shopping experience.
Key Features of Product Discovery Systems:
- Personalized recommendations: tailor suggestions based on browsing history, purchase behavior, or demographic data.
- Dynamic landing pages: displays curated collections, seasonal highlights, or trending products.
- Visual discovery tools: include features like “shop the look” or image-based searches for inspiration-driven shopping.
- AI insights: uses machine learning to predict customer preferences and suggest relevant products.
- Cross-selling and upselling: introduces complementary or premium products during the shopping journey.
- Exploration enhancements: includes intuitive navigation, engaging categories, and content-driven suggestions (e.g., “Top Picks for Winter”).
The Difference Between E-Commerce Search and Discovery
The main distinction lies in intent and approach:
- Product search is direct and precise, designed for customers who know exactly what they want.
- Product discovery is exploratory and personalized, catering to customers who are browsing or seeking inspiration.
How Top Brands Excel in Product Search and Discovery (and How You Can Too)
Leading brands set the standard for e-commerce search and discovery by blending cutting-edge technology with user-centric design. Here’s how they do it—and tips to help your brand.
1. Use Synonym Tools
Amazon ensures search queries like “sneakers” and “trainers” yield the same results by using synonym recognition.
Tip for your brand: use auto-synonym tools to ensure all queries are answered. This will improve search accuracy and prevent customers from abandoning your site.
2. Improve Filters
Zappos has advanced filtering options so customers can narrow down choices by heel height, material, or brand.
Tip for your brand: offer intuitive filters tailored to your product categories to simplify your customer’s decision-making process.
3. Use AI for Better Personalization
Nike personalizes product search and discovery by analyzing user preferences and browsing behavior to recommend products.
Tip for your brand: use AI-powered algorithms to deliver personalized search results and product suggestions.
4. Integrate Visual Search
ASOS introduced Style Match, enabling shoppers to upload images and find similar styles, making discovery visually engaging.
Tip for your brand: Add a visual search feature that allows users to upload photos or screenshots, helping them find matching items quickly.
5. Give Dynamic Search Suggestions
Etsy uses dynamic search suggestions to display popular search terms, recommended categories, and trending handmade or vintage items as users type.
Tip for your brand: highlight search suggestions based on trends or seasonal events (e.g., “New York Marathon”) to make the shopping experience more relevant.
6. Add User-Generated Content in Results
Wayfair shows customer photos and reviews directly in its product search results.
Tip for your brand: encourage customers to upload photos of their purchases and write reviews. Display these to build trust and create an authentic connection with potential buyers.
The Future of Search: E-commerce Navigation and AI’s Role
E-commerce navigation has evolved from simple keyword searches to advanced AI systems that anticipate user needs. AI technologies are making search and discovery smarter and more intuitive with:
- Natural Language Processing (NLP) helps search engines understand queries like “comfortable shoes for hiking,” improving the relevance of the results.
- Machine Learning (ML) enhances search accuracy and product recommendations by learning from user interactions.
- Visual and voice search simplify finding products through images or voice commands.
- Recommendation engines suggest items based on past behavior, aiding discovery and upselling.
AI-driven site search has many benefits and improves internal site search for Shopify and other e-commerce platforms. This includes enhancing user experience through quicker navigation, increasing average order value with effective cross-selling and upselling, and fostering customer loyalty through personalized interactions.
Together, these technologies improve the shopping experience by making it easier for users to find what they want (product search) and introducing them to new products (product discovery).
Discover the Power of Product Search and Discovery With AddSearch
Product search and discovery are the foundation of a good e-commerce shopping experience. When used effectively, they help customers find what they need and introduce them to products they didn’t know they wanted. Striking the right balance between precision in search and inspiration in discovery will get you the most out of your Shopify store.
The AddSearch Shopify plugin enhances your product search and discovery system, taking it beyond simple navigation.
It improves the internal site search for your Shopify store, creating a shopping experience that keeps customers coming back. This plugin offers more than basic product discovery; it boosts conversions, increases average order value, and curates shopping experiences that customers want—all while simplifying your management processes.
Ready to take control of the e-commerce user experience? Get in touch for a free Shopify demo today.
