The power of search: decoding the path to discovery in modern retail
Search has become the central gateway to how shoppers discover, research and choose what to buy. This article unpacks the role of search across the customer journey, the value it creates, and how retailers can use product data, personalisation and AI to turn intent into profitable demand.
Why is search now the gateway to retail discovery?
Among all the channels competing for attention, search engines sit closest to consumer intent. When someone types a query, they are signalling a need or interest that can often be matched to a product, category or brand.
Because search combines paid ads with organic results on the same screen, it gives retailers instant visibility at the exact moment shoppers are actively looking. That mix of intent and immediacy makes search the natural gateway to discovery in the modern customer journey. Upp Blog
How much retail spend does search influence at the discovery stage?
Search engines account for a significant share of retail spend originating at the discovery stage. Research from Upp.ai and Retail Economics indicates that around £31.4 billion of retail spend begins when shoppers first discover brands or products through search engines, influencing roughly 12 percent of total spend. Upp Blog
This makes search the single most effective awareness channel, outperforming both other digital touchpoints and physical channels when it comes to driving first contact with brands. Retailers that downplay search at the top of the funnel risk missing a sizable share of demand before it even reaches their owned channels. Upp Blog
Why do retailers undervalue the influence of search engines?
Many retailers recognise that digital channels matter but underestimate how dominant search is within that mix. Consumer research shows that shoppers rank search engines as the leading source of brand awareness, yet retailers themselves place search only third, behind their websites and social media. Upp Blog
This perception gap translates into real money. By not prioritising search in line with consumer behaviour, retailers risk overlooking an estimated £6.7 billion in annual sales, equivalent to around £146 per shopper. Instead, that value is captured by competitors who have invested more heavily in search visibility and optimisation. Upp Blog
How does search guide consumers through research and consideration?
Search does not stop at discovery. It remains critical as shoppers move into research and consideration, where intent is higher and choices are being narrowed. Digital channels led by search engines account for almost half of all research occasions, highlighting how central they are in helping consumers compare options, validate information and build confidence before buying. Upp Blog
At this stage, search acts as both a starting point and a navigation layer. Shoppers use it to find reviews, check retailer sites, explore marketplaces and cross-check offers. For retailers, this means appearing only once is not enough; they must stay present and relevant across the full pre-purchase journey. Upp Blog
Why do consumers trust search engines more than other research channels?
Search engines are viewed as relatively neutral gateways to information. In retail, they command high levels of trust, with a net 65 percent of consumers expressing confidence in search as a source for pre-purchase research, even ahead of retailers’ own websites. Upp Blog
For big-ticket or unfamiliar purchases, shoppers often begin by searching the brand or product name to assess credibility. On average, consumers consult at least three online sources when researching higher value items, and 72 percent say search engines are their first port of call for in-depth research on new products or services. Upp Blog
How does search influence high-spending retail cohorts?
Search does not only matter to younger, digitally native shoppers. Its influence is particularly strong among older, higher spending cohorts. Consumers aged 45 to 54 see the greatest impact, with search engines influencing around 16 percent of their non-food purchases. This same group has the highest average annual non-food spend, at about £6,500 per person. Upp Blog
These shoppers are sometimes seen as less digitally savvy, yet they rely heavily on search when making purchase decisions. Retailers focusing purely on younger demographics risk overlooking a cohort that combines strong digital engagement with high spending power. Upp Blog
Why is search especially important for older, high-value shoppers?
Middle-aged shoppers, often in their peak earning years, tend to face more complex buying decisions. They may be purchasing for households, managing home improvements or considering higher value items such as appliances, technology or financial products.
Because the stakes are higher, they lean on search to compare features, prices, warranties and service levels across multiple providers. Search becomes a default tool for due diligence, helping them ensure value for money and peace of mind. Retailers that optimise search for this cohort can unlock a disproportionate share of high-value, research-heavy missions. Upp Blog
What are the key pre-purchase search cohorts retailers should know?
Not all shoppers use search in the same way. Analysis of pre-purchase behaviour highlights four distinct search cohorts, each with different priorities and patterns. Some focus on speed and convenience, others on depth of information, some are highly price sensitive and others prioritise brand reassurance and quality. Upp Blog
For retailers, this means a single search strategy is unlikely to work. To maximise conversion, they need to tailor experiences for each cohort, for example by simplifying paths for convenience seekers, offering richer content for informed buyers, or highlighting trust signals for more cautious shoppers. Upp Blog
How does paid search drive traffic and conversions for retailers?
Paid search has become a cornerstone of retail performance marketing. It offers measurable outcomes, fine-grained control and the ability to target high-intent shoppers with specific messages at the exact moment of search.
Survey data shows that 73 percent of retailers say paid search outperforms organic search in driving traffic, and 59 percent report that it often or always leads to increased conversions. The impact is even more pronounced among larger retailers with the scale and budget to fully exploit paid opportunities. Upp Blog
Why is personalisation critical to paid search performance?
While paid search is powerful, not all shoppers respond positively to ads. Around 45 percent of consumers treat paid search ads with caution and prefer organic results. This highlights the need for greater relevance and precision. Upp Blog
Personalisation is a key lever. Ninety three percent of retailers recognise the need to deliver more personalised content, including tailored product recommendations and ad messages. Among younger digital natives under 45, 71 percent say paid search ads influence their purchasing decisions, especially when ads feel timely and relevant to their current mission. Upp Blog
By aligning creative, offers and landing experiences with specific behaviours and interests, retailers can overcome ad fatigue, build trust and unlock more of paid search’s potential.
What role does product data play in unlocking the power of search?
Customer data alone is not enough to optimise search. Product data is the missing half of the picture, providing visibility across the full range rather than just recent buyers or obvious bestsellers.
When retailers integrate rich product data, such as availability, attributes and pricing, with consumer intent signals, they can make far more of their inventory discoverable to the right shoppers at the right time. This ensures that both hero lines and long-tail products can surface in search in ways that support strategic goals. Upp Blog
How can AI and product data optimise search campaigns for profit and growth?
AI-driven analysis of product data allows campaigns to be tuned against specific commercial objectives. Retailers can adjust how aggressively they promote items based on margin, stock position, seasonality and lifetime value potential.
For example, high-margin products can be pushed more prominently when demand is strong, while inventory-heavy lines might be paired with targeted promotions to drive sell-through. Automated decisioning at SKU level provides a level of granularity and agility that manual methods cannot match, helping retailers balance growth and profitability across thousands or millions of products. Upp Blog
How does product data provide real-time market feedback for retailers?
Product performance in search is a live feedback loop on how the market is responding. Metrics such as click-through rate, conversion, bounce rate and competitive pricing shifts all signal how compelling a proposition is at any moment.
By feeding these signals into AI models, retailers can identify when products are underperforming, spot emerging trends or detect when competitors become more aggressive. They can then refine product listings, pricing and ad strategies in near real time, maintaining a proposition that tracks consumer demand and competitive pressure. Upp Blog
What should retailers do next to decode the path to discovery?
To fully capture the value of search, retailers should elevate it from a tactical channel to a core strategic capability. That means:
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Recognising search as the primary gateway to discovery and research
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Closing the perception gap by investing in search in line with consumer behaviour
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Combining customer data, product data and AI to optimise both organic and paid activity
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Tailoring search strategies to different cohorts and missions, not just broad segments
Retailers that take this approach will be best placed to turn search-driven discovery into profitable, long-term customer relationships.
To find out how Upp.ai can help you connect search, product data and AI across your retail business, visit upp.ai to explore the platform and speak to the team.