One in four shoppers visit supermarkets based on their online search function, says study

Nearly one in four shoppers would consider switching the supermarket they visit in person for one offering a better online search experience, according to new research.

In a sign of the importance of the ‘hybrid shopping experience’, 39% of those surveyed said they would consider switching their usual supermarket if another had a better online search facility, allowing them to check availability before visiting a store.

The survey of 2,000 UK consumers aged 16 and over, conducted in May, also found 34% said they had already switched their previous primary online supermarket for one that allowed them to more easily search and find items.

Based on the average online shopping basket of £64, and extrapolated to the UK’s adult population of 56 million, the findings suggest £1.2bn of spend per week is at stake in customers switching for a better online experience, according to search platform Algolia, which conducted the survey.

“It’s shocking that British supermarkets could be churning the equivalent of £1.2bn by not helping customers find what they need quickly through effective site search and personalisation,” said Algolia product marketing and strategy VP Subrata Chakrabarti.

“Every year, retail brands spend tens of millions on advertising to get people to their websites, so why wouldn’t you give them the best possible tools to quickly find exactly what they want once they’ve arrived? If supermarkets want to retain and attract customers – both online and in-store – taking site search seriously is a must.”