Maximising the Untapped Power of Search: Why Retailers Need to Shift Their Mindset

What is the current mindset around search for retailers?

Many retailers treat search primarily as a transactional channel — a means to capture users ready to buy.  Yet consumers use search throughout their journey, from discovery and validation to purchase. Retailers missing this broader role limit their growth potential.

Why is search still under-leveraged in retail?

Although search influences a large portion of retail spend, many brands don’t invest accordingly. The article cites £31.4 billion of British retail spend influenced by search annually.  Treating search as “just another spending line” ignores its full strategic value.

How has the customer journey changed and why does that matter?

Modern journeys are fragmented — shoppers bounce between channels (social, marketplaces, search) rather than following a linear funnel.  Search remains a constant in the journey, meaning it must be optimised for more than just “bottom-of-funnel” intent.

Why is AI critical for scalable search optimisation?

Manual search management struggles under large SKUs, dynamic demand and complexity. The article argues AI enables real-time optimisation by combining product data, inventory signals, competitive pricing and consumer intent. 

What’s the hidden opportunity retailers are missing?

The article estimates the untapped opportunity at around £6.7 billion annually for UK retailers that under-invest in search.  These losses stem from limited budgets, siloed thinking and failure to optimise search beyond conversion.

What mindset shift do retailers need to make?

• View search as a strategic growth engine, not just a cost line.

• Invest across all stages: discovery, validation, purchase and post-purchase.

• Leverage AI and real-time data to optimise which products to surface, when and how.

• Ensure search-related data (inventory, pricing, feed quality) is high quality and integrated.