Who has never sighed in front of an endless search on an e-commerce site?
A mistyped word, an avalanche of filters to check, results that don't stick to the intention... and in the end, an empty basket and a customer who went elsewhere.
However, sites are full of tools that are supposed to help: faceted filters, integrated search engines, chatbots.
So why is research still a weak point in the e-commerce experience?
Faceted filters: useful but quickly limiting
A logic designed for the catalog, not for the customer
Faceted filters were invented to sort products according to objective criteria (size, color, price...). But this technical logic mainly reflects the structure of the catalog, not necessarily the customer's needs.
Too many clicks, too many criteria, not enough fluidity
As the offer expands, the number of filters increases. Result: the user must check 5 or 6 options before hoping for a relevant result. Each click adds friction and wastes time.
Concrete example
Looking for a sofa that is “blue, convertible, suitable for a small space” quickly becomes a headache: some options exist, others do not, and combinations do not always lead to a satisfactory result.
Integrated search engines: too literal
The pitfall of the exact keyword
Embedded engines remain very attached to the keyword. Type “student laptop” and you get a long list of laptops... without taking into account essential criteria like a tight budget or lightness.
Results out of context
Because they don't understand the intent to buy, these engines often show results that are off topic. They don't know how to make the connection between “shoes for running in winter” and the concept of sole adapted to wet ground.
Frustration and research abandonment
This lack of relevance quickly leads to frustration and abandonment. The user does not have time to search. In a few seconds, he leaves the site.
Chatbots: fixed scenarios, low added value
An automated FAQ role
In the majority of cases, chatbots fulfill the role of an FAQ: they give a standardized answer to a simple question. Useful to know the delivery costs, much less to guide a purchase.
An experience disconnected from the course
Chatbots often live on the sidelines of the e-commerce journey. The user goes from a conversational universe to the site interface, without continuity. This break impairs fluidity and breaks the buying logic.
Too general answers
When a customer asks “I am looking for a pair of sailing glasses”, the chatbot will return to the entire “sunglasses” page. No refinement, no customization. The user must take everything back by hand.
The result: a fragmented experience and lost opportunities
Abandoned cart = lost sales
Each unsuccessful search results in an abandoned cart. And according to Google Cloud, nearly 80% of consumers leave a site after an unsatisfactory search.
A disappointed customer who doesn't come back
Beyond the missed sale, loyalty is also at stake. It is difficult for a frustrated customer to return to a site where they already had a bad experience.
Invisible but measurable frustration
Bounce rates, time spent on search pages, or even low post-search conversion are all indicators of this missed experience.
Why the conversational approach is a game changer
Understanding the intent to buy
Conversational AI goes beyond keyword logic. She interprets the intention: looking for “a backpack to travel by plane” triggers an understanding of the context (cabin size, robustness, comfort).
Replicate the experience of a real advisor
As in the store, the customer exchanges, clarifies, refines. The AI asks the right questions (“Rather for a weekend or a long stay?”) , then guide to the right product.
Turning research into a conversation
Instead of clicking on 10 filters, the user dialogues. It can sort, compare, add to the basket... all this in a natural flow, without breaking with the site's interface.
Conclusion
Filters, engines, and chatbots have long been the norm. But in the face of growing consumer expectations, they are now showing their limits.
The future is a seamless, personalized, and conversational experience.
👉 Research that understands intentions, accompanies the customer and turns each visit into a conversion opportunity.
💡 What if your search engine finally became a performance driver?
Keep exploring
Dive into more articles to explore the future of conversational commerce and AI for conversion.
