Here’s why shoppers don’t like online search – and would consider AI
Consumers are growing frustrated with the online search experience on e-commerce sites and may turn to next-gen artificial intelligence assistants.
Six-in-10 (59%) surveyed U.S. and U.K. consumers say they will often leave an e-commerce site because the search experience is poor. Four-in-10 respondents to a survey from agentic commerce platform provider Nosto say they are likely to switch to an agentic shopping assistant like ChatGPT or Claude when they are shown irrelevant onsite search results. The same number (40%) also agree that AI assistants such as ChatGPT and Claude are now more helpful than the onsite search tools offered on many online shopping sites.
[READ MORE: Here’s what consumers want from AI shopping agents]
Respondents cited the following online search frustrations:
| What frustrates shoppers most about onsite search? | % |
| GETTING THE QUERY RIGHT | |
| I have to use very specific, exact terms | 70% |
| I know what I want but can't find the words | 62% |
| I've seen a photo of it but can't describe it | 61% |
| TOO MUCH TO SIFT THROUGH | |
| There are way too many results to scroll through | 70% |
| The whole process takes too long | 61% |
| RESULTS THAT MISS | |
| I keep seeing the same products over and over | 66% |
| The filters are too generic | 65% |
| Results show items that don't match what I typed | 64% |
More than seven-in-10 (72%) respondents have already tried or would be open to retailers using AI to improve search on their sites and 63% say it would be helpful if AI could help refine or improve their search query. Specific AI search capabilities respondents would like a retail site to offer include:
| What shoppers want/ expect from AI if it was introduced to improve ecommerce onsite search | % |
| Helps me find products I am looking for faster | 34% |
| Helps me narrow down choices when there are too many options | 30% |
| Gives me the option to use AI or not use AI | 29% |
| Understands what I am searching for even when I can't describe it clearly | 27% |
| Shows me a smaller number of highly relevant products that closely match what I am looking for (rather than more results that also include less relevant products) | 26% |
| Guides me and gives me ideas to help me find products I might like, when I'm not entirely sure what I want | 24% |
| Lets me search using a photo instead of words | 22% |
Consumer AI search concerns
The research also identified consumer concerns that retailers must address if they bring AI into onsite search, including:
- 73% of respondents are concerned retailers will collect personal data and shopping behavior to train AI.
- 69% worry that they will be forced to use AI to search without an option to switch back to traditional search.
- 69% are concerned that AI features will constantly pop up, interrupt, and distract them while shopping.
AI helpfulness by sector
Among respondents who have already used AI-powered onsite search on retail shopping sites, more than 95% believe AI search technology can be helpful in a variety of e-commerce sectors or types of purchase. The e-commerce sectors where the most respondents see AI being helpful are:
- Electronics and appliances (33%).
- Clothing and fashion (32%).
- Groceries and everyday essentials (29%).
- Beauty and skincare (25%).
Nosto commissioned Censuswide to conduct a survey of a nationally representative sample of 1,000 U.S. and 1,000 U.K. consumers in July.
