Updated on July 17, 2025
I’ve spent 20 years designing and optimizing search interfaces. In that time, I’ve seen how good search systems can radically improve how people navigate websites, and how bad ones quietly drive users away.
In e-commerce, a great search engine helps users discover products faster, increases revenue, and improves the overall shopping experience. Here’s what to look for and why it matters.
Why Search Matters for E-Commerce
If customers can’t find what they’re looking for, they can’t buy it. According to a report by Baymard Institute, 34% of e-commerce sites have a “mediocre or poor” search experience, and many don’t return useful results for common queries.
That’s a huge missed opportunity.
Search users convert 2–4 times higher than non-search users. Investing in the right engine isn’t a luxury—it’s a growth lever.
What to Look For
Speed and Performance
Your site’s search experience should feel instantaneous. If results lag, users bounce. Fast response times also improve mobile usability, which is increasingly where purchases happen.
Personalization
Modern engines tailor results to users based on browsing history, location, and past purchases. This leads to higher relevance and better conversions.
Shopify data shows that personalized recommendations can drive up to 26% of total revenue for large stores.
Typo Tolerance
Misspellings, pluralization, or minor errors shouldn’t kill a search. Good search engines automatically handle typos and still return relevant results. Amazon and Etsy both do this well.
Intent-Based Search
Keyword matching is outdated. Today’s users type full questions or vague phrases. Your engine should understand context and meaning, not just words. For example, a search for “gift for dad who loves cooking” should surface kitchen tools and grilling gear.
Autocomplete
Suggesting relevant queries as users type helps them search faster and with more confidence. It also increases the likelihood they’ll discover what your site offers.
Faceted Filtering
Faceted search lets users filter by size, price, material, and other attributes. This is essential for extensive product catalogs, and users expect it.
Analytics and Reporting
You can’t improve what you don’t measure. A good engine should show what users are searching for, where they hit dead ends, and which queries convert. This helps you improve product data, fix gaps, and optimize UX.
Recommendation Systems Are Part of the Equation
Search and recommendation work together. Systems like “Customers also bought” or “Recommended for you” use machine learning to surface products the user hasn’t even asked for, but is likely to want.
These systems increase average order value and user engagement. According to Salesforce, personalized product recommendations can drive up to 24% of orders.
Top Search Engines to Consider
Algolia
A fast, hosted solution with strong typo tolerance, personalization, and robust analytics. It also has great developer tools and is often used on Shopify, Magento, and headless sites.
Elasticsearch
Open-source and powerful. Highly customizable for teams with in-house dev resources. Used by eBay and Wikipedia.
Searchspring
It focuses on merchandising and customization. It offers strong filtering, boost rules, and analytics for marketing and product teams. It is great for fashion and specialty retailers.
Solr
Open-source engine is used by Overstock and others. Flexible and scalable, but it is best for larger technical teams with Java and tech expertise.
Doofinder
First, what a terrible name for a search engine. From what I’ve read, it’s easy to set up. Balance of speed, features, and cost.
What to Consider Before Choosing
- Scalability: Will it grow with your catalog and traffic?
- Integration: Does it work with your platform (Shopify, WooCommerce, BigCommerce)?
- Support: Do you have the technical team to manage an open-source tool, or do you need a managed solution?
- Analytics: Can you track what users search and where they fall off?
How Search Impacts Business Growth
An optimized search and recommendation system improves:
- Revenue: Customers find what they want faster and buy more.
- User Experience: Less frustration, more discovery, happier customers.
- Conversion Rates: Intent-based results = more relevant products shown = more sales.
- Engagement: The easier it is to browse, the longer they stay.
- Customer Support: Users can find answers without contacting support, which reduces tickets and increases satisfaction.
What to Do Next
If your search is basic or underperforming, start by reviewing your analytics:
- What are your top 100 search terms?
- How many return “no results”?
- What’s your conversion rate for search users vs. non-search users?
Then, audit your current tool:
- Can it handle typos and synonyms?
- Are filters working for extensive catalogs?
- Do you have any personalization in place?
If not, it may be time to upgrade.
A Strong Search Experience Pays for Itself
Search isn’t just a feature. It’s one of the most essential parts of your e-commerce experience.
An excellent search engine helps customers find what they’re looking for, or even things they didn’t know they wanted. And when you combine that with an intelligent recommendation engine, it’s not just easier to shop, it’s easier to grow.
Do you need help choosing or implementing the right tool? Garrett Digital can help you evaluate your choices and make website improvements that drive real revenue.
