Steal Customers in the Search Bar

By Peter Curran, GM of Commerce, Coveo

Most brands understand the importance of omnichannel retail strategies to accommodate shoppers who no longer start or stop their shopping journey using one linear route.

With help from AI and other technologies that improve the customer experience, retailers have adapted, for the most part, to changing consumer behaviours and shopping trends. The goal is pretty straightforward: make shopping easier and more relevant for customers, while also keeping things smooth and efficient on the brand side. But what that looks like is constantly changing, mainly because shoppers now move between more channels and touchpoints than ever before. Someone might check out a product online, buy it in-store, then return it using an app.

In our 2025 Commerce Relevance Report, we dug into omnichannel challenges and found that 77% of people research products online before buying — even if they’re planning to shop in-store. The report also highlighted the important role social media plays, especially for sparking interest: 73% of consumers said they discovered products on social — but only 37% actually completed the purchase there. It’s safe to say that social is making an impact on retail, even though most shoppers still prefer to buy on ecommerce sites, where they feel more confident in pricing and the security of the checkout process.

Winning in omnichannel retail really comes down to how well brands can connect the dots across all these channels. It’s not just about knowing what’s in stock or what’s selling — it’s about making sure that data flows across platforms. Too often, what a brand knows about the products stocked in their stores doesn’t translate to the online experience. That disconnect makes it hard to deliver the seamless, personalised experience shoppers expect. And that should be retailers’ ultimate objective: making sure customers get the same great service, product availability, and brand vibe, no matter where they’re shopping.

Search can make or break the entire shopping journey

Even though the line is increasingly blurring between shopping online and in-store, consumers still expect the same seamless experience and convenience whether they’re browsing on their phone, computer or in their local mall.

Our report also reflects the growing popularity of ROPO (Research Online, Purchase Offline) with 35% of shoppers researching products on retailer websites or apps before completing their purchase in-store. There is a smaller contingent (26%) that prefers to start their research by browsing in-store before ultimately making their purchase on the web.

No matter where consumers start their journey, search remains one of the most important tools in commerce. Why?  Our report survey confirms the search bar is the starting point for 43% of shoppers that are looking for a specific item. The good news for brands is that search can be a powerful tool that enables shoppers to quickly find what they want and drive conversions. The bad news is that it can deter consumers from making a purchase, especially if they’re delivered irrelevant results, poor filtering, or frustrating navigation. The consequences of bad search are crystal clear: 72% of shoppers will leave a brand’s site if search is poor, with 53% turning to Google and 36% heading straight to a competitor. If consumers can’t find what they’re looking for quickly, it’s a dealbreaker. 

These days, shoppers expect search to work like a helpful sales associate—one that gets what they’re looking for, adjusts on the fly, and shows the right options without making them dig. The brands that are ahead of the game aren’t just using search as a basic tool—they’re using Gen AI for guided shopping experiences and personalised recommendations to make product discovery feel easy and natural. Putting effort into search isn’t just about boosting conversions—it’s about avoiding the kind of frustration that sends people to a competitor. When brands get search right, they don’t just close more sales—they build trust and keep customers coming back.

Winning at omnichannel by bridging physical and digital channels

Today’s shoppers jump between digital and physical channels without thinking twice, so getting the discovery part right doesn’t just boost online sales—it can drive foot traffic too. That’s why it’s imperative for retailers to consistently bridge digital and physical shopping experiences. 

There are many strategies brands can leverage to blur the divide between physical and digital including improving real-time inventory visibility, which encourages store visits, while features like QR code scanning on in-store products allow shoppers to easily find additional details or purchase later online. Personalised AI-powered recommendations ensure that customers encounter the most relevant products at every touchpoint.

In an era where consumers move effortlessly between channels, getting search and digital discovery right doesn’t just drive online sales, it fuels in-store revenue too. Brands that connect the dots between online and offline will create frictionless, trust-driven experiences that keep shoppers engaged, however they choose to shop.

About the author

Peter Curran is the General Manager of Commerce at Coveo. Over the years, he has worked across various eCommerce business models, categories, and company sizes. Peter co-founded and acted as President and Head of Sales for Cirrus10, a Web Content Management and Ecommerce Technology consultancy. Cirrus10 was acquired by Lucidworks in 2019. At Lucidworks he served as GM of Commerce, SVP Go to Market, and CRO. Peter then managed his own strategic consulting firm, implementing and tuning Constructor.io and OpenSearch. With 30 years of experience in enterprise technology, Peter has dedicated the last 15 years to enhancing product discovery across diverse industries, use cases, and platforms.