Mayank Patel
May 22, 2025
4 min read
Last updated May 22, 2025
Most ecommerce and retail teams still build marketing around channels. You have a team for paid search. Another for email. One for social. Someone else manages in-store promotions. These teams run in parallel, often optimizing in isolation.
But here’s the disconnect: your customer doesn’t think in channels. They remember experiences.
They might click an Instagram ad, browse on mobile, get an abandoned cart email, and walk into a store—all before buying. If any part of that journey feels inconsistent or disjointed, you lose trust, momentum, and conversion.
Omnichannel marketing isn’t just about being present everywhere. It’s about stitching together a journey that feels like one brand, not a bunch of disconnected touchpoints. And that requires a shift in mindset, data infrastructure, team alignment, and execution.
In this guide, we’ll break down the hard truths, common traps, and operational playbooks for DTC and retail brands that want to build omnichannel strategies that actually reflect how customers behave.
Most DTC and retail marketing orgs default to channel-based structures because they make budgeting cleaner and reporting easier to slice. But that operational clarity comes at the cost of customer experience. This model reinforces silos, creates internal competition, and fractures the journey your customer actually takes.
Symptoms of Channel-Centric Marketing:
In reality, customers behave like this:
Channel-focused teams treat each of those interactions as a separate campaign. But the customer sees one brand. That gap between perception and execution is where revenue gets lost.
Today’s shoppers don’t demand omnichannel. They assume it’s the bare minimum—especially younger cohorts like Gen Z. They expect a seamless, fluid experience—whether they’re on their phone, walking into your store, or responding to an email offer—because that’s how they live every day:
If your message, offer, or experience doesn’t match where they are in the moment, it feels like friction. And friction breaks the funnel.
Omnichannel marketing without a unified data foundation is like running a relay with blindfolded teammates—your message might get passed along, but not to the right person, at the right time, or in a way that makes sense. Without tying identities, behaviors, and engagements together across touchpoints, you're investing in experiences your customer can't connect. And if you’re still figuring out if you need a CDP, CRM, or DMP? This breakdown explains what to use to build a unified customer view.
What Needs to Be Unified:
You don’t need a giant enterprise CDP to get started. But you do need:
If your systems can’t recognize that someone who clicked your email is the same person who visited your store last week, you're not ready for omnichannel.
Most journey maps are shallow. They focus on ideal states or internal workflows, not messy real-world behavior—the kind that involves indecision, device switching, last-minute store visits, and moments of distraction.
These sanitized maps look good in decks but fail to reflect how customers actually move, pause, bounce, return, and convert. To be useful, a journey map needs to account for friction, context shifts, and the nonlinear way intent builds over time.
Also Read: Why Smart Retailers Are Simplifying the Homepage
Here’s how to actually map an omnichannel journey:
Omnichannel campaigns need to follow the customer, not the calendar. That means anchoring your messaging to signals, not schedules. If someone is actively comparing products or has just engaged with a PDP, a discount might be relevant now—not next week when the promo is scheduled.
If a loyal customer hasn't bought in 90 days, a retention touchpoint shouldn't wait for the next quarterly push. The rhythm of your campaign should match the pace of customer behavior, not the cadence of your internal marketing calendar.
Traditional campaigns are:
Omnichannel campaigns are:
Team structure is a silent killer of omnichannel.
When paid, email, CX, and retail store ops don’t share goals or workflows, customer journeys break—often in invisible ways. A customer might get retargeted with a product they already bought in-store. Or receive a discount code via email, only to find store staff unaware of it.
These aren’t just coordination errors; they’re trust-breakers. Without shared context, the handoffs between teams create friction that customers feel, even if they can't articulate it. Omnichannel success depends on behind-the-scenes alignment that removes those seams.
Old attribution models break under omnichannel. Last-touch undervalues upper funnel work like awareness campaigns, influencer exposure, or early content engagement. First-touch attribution, meanwhile, can miss the nuance of sustained influence or mid-funnel nurturing. In a world where customers touch five or more surfaces before converting, these binary models obscure rather than clarify how value is actually created across the journey.
What to track instead:
Even if you don’t have multi-touch attribution software, you can:
Stop asking: "What’s the best channel?"
Start asking: "What’s the healthiest journey?"
For instance, if traffic is stable but conversions drop, this guide helps troubleshoot what's breaking in the journey.
You don’t have to boil the ocean. Start with:
Test. Refine. Expand.
You’re not building omnichannel for the buzzword. You’re building it because your customers already live that way.
See how headless architectures like MedusaJS support fl exible omnichannel experiences.
The omnichannel challenge isn’t about complexity. It’s about alignment. Align your systems to reflect real customer behavior. Align your teams around journeys. Align your measurement around progress, not vanity metrics. Your customers don’t think in channels. The more your marketing mirrors that reality, the more likely they are to convert, return, and advocate.
Why MedusaJS is the Future of Headless Ecommerce
Brands want more control over their stack, faster innovation cycles, and the ability to deliver consistent experiences across channels. The legacy all-in-one platforms that once dominated are starting to feel sluggish and opinionated. That's where MedusaJS comes in—a headless, open-source commerce engine that's gaining serious traction among modern ecommerce teams.
This article explores why MedusaJS is not just another backend framework, but a fundamental shift in how ecommerce platforms are built and scaled. Whether you’re a DTC brand launching your third storefront or a retail tech team replacing brittle Shopify workarounds, MedusaJS deserves a close look.
“In Medusa’s own messaging, the platform is a customizable foundation that businesses can launch quickly and never outgrow—unlike many SaaS or monolithic solutions which are easy to start on but rigid to scale or customize.”
MedusaJS is a headless ecommerce engine built in Node.js. It lets you decouple the backend (commerce logic, admin tools, order workflows, etc.) from the frontend, giving you full freedom over the customer experience. Unlike traditional platforms, it’s designed from the ground up to be:
If you’re familiar with Shopify’s rigid Liquid templating or Magento’s monolithic pain, MedusaJS feels like stepping into the future.
Before diving into Medusa specifically, it’s worth recapping why the headless movement has gained so much steam.
Your customers aren’t just shopping from one place. They're browsing on Instagram, price-checking on mobile, ordering on desktop, and picking up in-store. A headless architecture gives you the agility to serve these touchpoints from a unified backend, crucial when rethinking retail strategy for Gen Z.
With a decoupled frontend, your dev team isn’t stuck waiting on backend releases just to ship UI changes. Faster iteration, better UX testing, fewer bottlenecks.
The "best-of-breed" approach is winning. MedusaJS plays nicely with other services—whether that’s Stripe for payments, Algolia for search, or custom-built fulfillment logic. You're not locked into a platform’s opinionated add-ons.
Let’s break down how Medusa stacks up against the giants.
| MedusaJS | Shopify | Magento (Adobe Commerce) | CommerceTools | |
| Open Source | Yes | No | Yes (limited) | No |
| Headless | Fully | Limited (Hydrogen) | Possible but messy | Fully |
| Custom Workflows | High flexibility | Limited to apps | Complex | High flexibility |
| Frontend Agnostic | Yes | Shopify Liquid/Hydrogen | Yes | Yes |
| Pricing | Free | Subscription + fees | License + hosting | Expensive enterprise tiers |
MedusaJS stands out by blending developer-friendly flexibility with enterprise-grade features. Its modular design, headless capabilities, and rich ecosystem uniquely position it as a scalable, adaptable alternative to traditional ecommerce platforms. Here's how these distinguishing characteristics offer clear advantages to developers and businesses alike:
Medusa takes a modular approach from the ground up. Instead of one big monolith, you get decoupled Commerce Modules—cart, products, orders, and more—that work independently.
You can pick what you need, drop in your own logic, or scale piece by piece. No core hacking required. It’s all built around clean abstractions that make customization straightforward and maintainable. Compared to rigid setups like Shopify or Magento, Medusa gives you room to build without bumping into platform limits.
Medusa is headless from day one. The frontend’s fully decoupled, so you’re free to use whatever framework you want—Next.js, Gatsby, or something custom. It’s all powered through Medusa’s REST APIs, which means your UI and backend can evolve independently. Frontend teams can move fast, test ideas, and fine-tune the user experience without touching backend logic. Consider simplifying your store’s homepage to further accelerate customer journeys. Compare that to Shopify’s tightly coupled setup—unless you’re on Shopify Plus, going headless is a workaround, not a feature.
Customization isn’t an afterthought with Medusa—it’s the whole point. The framework’s built to be extended, tweaked, and tailored without diving into brittle hacks or rewriting the core. Want new data models? Custom APIs? Your own logic in the order flow? Medusa’s clean abstractions and plugin system make it all doable with minimal friction.
You get full control to shape the backend around your business, not the other way around. That’s a sharp contrast to most SaaS platforms, which force you into fixed features or awkward workarounds. Even open-source options like Magento can be a headache—customizing it often means wrestling with complex internals or bloated plugins. Medusa, on the other hand, keeps it lean and JavaScript-native, so any developer can jump in and build fast.
Medusa comes packed with a powerful plugin system and a growing library of integrations for the essentials—payments, CMS, search, analytics, fulfillment (learn how optimizing site search boosts conversions), you name it. Right out of the box, it plays well with Stripe, PayPal, Klarna, Adyen, Contentful, Algolia, and more. Thanks to its open architecture, plugging in new tools—whether it’s a CRM, shipping provider, or a custom internal service—is hassle-free.
Unlike Shopify, where you’re often juggling five apps (and their fees) just to cover basic features, Medusa keeps things clean. Many capabilities are built-in or available as lightweight plugins, so you skip the app clutter and maintenance overhead. Plus, with full control of your stack, you can build your own plugins or tap into what the Medusa community has already shipped—like a ready-to-use multi-vendor marketplace extension. It’s modular commerce that doesn’t get in your way.
Medusa doesn’t play gatekeeper when it comes to payments. It supports top gateways like Stripe and PayPal out of the box—and because it’s open source, you can hook in any provider you want, including regional or niche options. No extra fees, no platform lock-in. That’s a big departure from Shopify, which nudges you toward Shopify Payments and charges transaction fees (up to 2%) if you go outside the walled garden.
With Medusa, you get full control over how payments work. Same goes for shipping and fulfillment—plug in whatever carriers or logistics services make sense for your business, no strings attached. It’s the kind of flexibility you'd expect from enterprise tools like CommerceTools, but without the price tag or complex setup. Thanks to Medusa’s plugin system and open APIs, you can pick the best tools for the job—payments, shipping, tax, you name it—and integrate them cleanly into your stack.
Medusa runs on a modern Node.js and TypeScript stack, making it instantly more approachable for most dev teams than the legacy PHP or proprietary setups you’ll find in Magento or Shopify. It’s built with a developer-first mindset—commerce features are ready to go, but nothing’s locked down. You can customize, extend, or swap logic without wrestling with the internals.
Medusa’s gained traction fast—it’s now the most popular JavaScript-based ecommerce project on GitHub, hitting 10K+ stars shortly after launch. That momentum brings an active community, plenty of plugins, and a fast pace of innovation. Compared to proprietary platforms that guard their source or require costly certifications just to customize deeply, Medusa stays open and hack-free. You get to build with familiar tools, avoid workarounds, and keep your codebase clean and maintainable over the long haul.
Even with its focus on flexibility, Medusa ships with a full-featured core that stacks up well against the big names. Right out of the box, you get everything you need—product catalog, cart and checkout, orders, customer accounts, discounts, and more.
And it doesn’t stop at the basics. Medusa includes advanced features that other platforms often charge extra for: built-in Return Merchandise Authorization (RMA) flows for returns and exchanges, native multi-currency and multi-region support, and a powerful discount engine you can fully tailor.
There’s also an admin dashboard included—clean, intuitive, and customizable. Operators can manage products, orders, and customers without touching code, and developers can extend the UI with custom widgets or pages. It’s a strong foundation that saves teams from rebuilding common features from scratch, while still letting them reshape any part of the stack.
That combo—robust out-of-the-box functionality plus full extensibility—is where Medusa really stands apart. Shopify makes it easy to start but leans heavily on third-party apps for advanced features. Magento’s packed with features but is famously tough to modify. Medusa gives you both: a ready-to-run engine you can take apart and rebuild to fit your exact needs.
Beyond technical superiority, MedusaJS delivers substantial business-level advantages. Its open-source, offers better control, and accelerates market entry and more:
Medusa is 100% open source and free under the MIT license—no license fees, no per-transaction charges, no strings attached. That’s a major win over platforms like Shopify, which not only charge monthly fees but also take a cut of your revenue if you use third-party payments. CommerceTools? Enterprise pricing from day one. Medusa flips that script: everything in the core—framework, modules, advanced features—is free to use and self-host.
You can run it on your own infra at zero cost, or opt into Medusa’s hosted cloud if you want managed services. Either way, you’re not locked into pricey contracts or forced upgrades. There are no transaction fees, no revenue shares—so merchants keep more of what they earn. Features like multi-region support or promo engines aren’t gated behind a paywall either. Compare that to Shopify, where you need add-ons for complex needs, or Magento, where the “free” version lacks enterprise-grade capabilities unless you pony up for Adobe Commerce.
With Medusa, you own it all—your stack, your data, your roadmap. The platform is open source and self-hosted (or cloud-hosted on your terms), so you're never stuck waiting on a vendor or boxed in by someone else’s priorities.
Medusa’s philosophy is simple: merchants should control the full user experience and shape the platform around their needs—not the other way around. That’s a sharp contrast to SaaS platforms like Shopify or CommerceTools, where your freedom is limited by platform policies, app store approvals, and proprietary roadmaps.
The Medusa team makes the point clearly: SaaS is fine for getting started, but as your business grows and your needs get specific, those constraints start to hurt. Medusa’s built as a long-term foundation—one that grows with you and doesn’t require a painful replatform down the line.
You’re also protected from platform churn. Shopify can pull apps without warning, leaving you scrambling. With Medusa, everything critical lives in your codebase. And even if the core company ever changes course, the open-source nature and growing community ensure you’re never left stranded.
Medusa doesn’t just give you flexibility—it helps you move fast, too. With starter templates for everything from D2C retail (Next.js) to B2B and Gatsby storefronts, you can launch a working store in minutes. The backend’s preloaded with essentials like product catalogs, carts, orders, and integrations, so your team skips the boilerplate and gets right to what matters: building the custom features that set your business apart.
Medusa’s promise to “launch in minutes” isn’t just marketing—it’s built into the developer experience. You get SaaS-level speed to market with the freedom of a fully customizable platform. Shopify is fast, but you’re stuck inside its sandbox. Legacy open-source platforms are flexible, but slow to get off the ground. Medusa hits the sweet spot.
You can start with solid building blocks and scale up from there—no need to choose between shipping quickly and staying flexible. One team put it best: Medusa “enabled us to construct modules at any scale and create unique products much faster than traditional solutions would allow.” That kind of agility pays off—whether you’re launching a flash-sale site, expanding into new regions, or spinning up a new mobile app. It's also ideal for brands needing to rapidly launch SKUs without historical data, testing product-market fit fast.
Medusa is built to scale—no matter your size. Whether you’re a startup or pushing over $100M in annual GMV, the platform is designed to grow with you. There are no arbitrary limits, licensing gates, or feature walls.
Medusa’s modular architecture—especially with Medusa 2.0 breaking services into independent components—means you can scale vertically or horizontally as needed. VeVe, one of Medusa’s users, has handled thousands of requests per second using just the cart module—no sweat.
Performance and flexibility are baked in. Unlike Magento, which can get bloated fast on small projects, Medusa stays lean when you need it to and stretches to meet enterprise demands with added resources or services. It’s efficient when you're small and powerful when you’re big. This flexibility reduces uncertainty and allows you to make decisions based on probability rather than costly guesses.
That scalability also means you’re future-proofed. If your business shifts direction—new regions, new models, new channels—you don’t need to replatform. Medusa’s open architecture lets you adapt and extend freely. It’s API-first like CommerceTools, but with full transparency and control over every layer.
Medusa’s biggest edge? You’re free to build commerce your way. Whether it’s subscriptions, multi-vendor marketplaces, B2B workflows, or something entirely off the beaten path, Medusa gives you the tools to make it happen. Its modular architecture lets you inject custom logic, define new resource types, and plug in external systems like ERPs or pricing engines, all without rewriting the core.
You’re not stuck with generic workflows like you are on Shopify or buried under Magento’s complexity. Need to support rental models, flash-sale events with virtual queues, or deeply personalized shopping flows? Medusa’s got your back. The docs even include recipes and guides to fast-track development for these use cases—whether you’re launching a marketplace, subscription engine, or something custom to your business.
Even the admin panel is yours to shape. You can extend it with custom views, widgets, and workflows to fit your internal ops. That kind of flexibility is usually reserved for enterprise platforms or fully custom builds, but Medusa brings it to the open-source world—without the overhead.
So what does all this look like in action? For DTC brands and retail teams juggling everything from inventory orchestration to multi-market storefronts, MedusaJS isn’t just a promising tool—it’s a practical enabler. Here’s how:
Running a US and EU site with slightly different pricing and promotions? MedusaJS supports multi-region setups natively.
Need to handle bundles, build-your-own-box, or tiered subscription pricing? Medusa's flexible product and pricing engine makes it doable without hacks. Something that shoppers truly want.
Want a React checkout that doesn't feel like a clunky iframe? Medusa gives you the backend plumbing—build your own sleek, native UI—which can be critical if steady traffic isn’t converting as expected.
Already have a PIM, ERP, or custom warehouse system? Medusa’s API-first design and event-driven hooks make integration straightforward.
For ecommerce teams servicing B2B customers alongside DTC, Medusa’s flexibility makes it easy to implement workflows like bulk ordering, tiered pricing, account-based access, and invoice-based payments—all without needing a completely separate backend.
Need to spin up a high-conversion flash sale landing page or campaign-specific checkout? Medusa’s event-driven system and modular API let you launch these quickly without disrupting the main storefront experience.
Also Read: Break Purchase Hesitation With Micro-Moments in the Funnel
Medusa’s GitHub repo is very active. You’ll find a growing ecosystem of plugins and examples, plus active discussions in Discord and GitHub Issues.
Unlike Strapi or Directus, MedusaJS is purpose-built for ecommerce. The data models, workflows, and defaults all cater to commerce logic—not generic content.
Compared to building your own stack from scratch with Express or NestJS, Medusa gives you a powerful foundation with many ecommerce workflows already handled.
True, but Docker + cloud hosting (Vercel, Railway, Render, etc.) makes setup trivial. Plus, you own the data and avoid revenue-based fees.
MedusaJS doesn’t store credit card info. You’ll use Stripe, PayPal, etc. for payments—same as with Shopify. You control the data boundary.
It’s built for horizontal scaling. APIs, services, and plugins can all be distributed independently. You’re not tied to a single monolith.
If you’re betting on headless, composable commerce—MedusaJS is more than just viable. It’s arguably the most developer- and business-friendly starting point in the ecosystem today.
Mayank Patel
May 20, 20255 min read
How Site Search Optimization Saves Lost DTC Sales?
Shoppers who use a site’s internal search are often the most ready to buy, yet all too frequently they leave without purchasing because the search experience fails them. This means countless high-intent visitors (and potential sales) slip through the cracks due to subpar site search. Optimizing your internal site search can literally recover those lost sales by capturing demand that is already on your site and ready to convert. This article will explore how optimizing internal site search can recover lost sales, with practical, no-fl uff tactics you can implement.
Below are some of the most prevalent site search mistakes that hurt user experience and sales:
Some brands hide the search box in a menu or make it too subtle. If users can’t easily find where to search, they won’t use it. The search bar should be prominently displayed (often in the header on desktop and an easily visible icon on mobile). Hiding it is a critical error–never make shoppers hunt for the search function.
Lesson: Make your search box conspicuous, accessible on all pages, and inviting to use.
Also Read: Localizing UX is the Next Big Cart Abandonment Fix
A “dumb” search box that offers no assistance is a wasted opportunity. Modern users expect autocomplete suggestions as they type. If your DTC site search lacks this, you force users to type full queries and guess keywords, increasing the chance of typos or mismatches.
Autocomplete not only speeds up the search process but also guides users by suggesting popular products or categories. For example, if a user types “dress”, a good autocomplete will drop down suggestions like “summer dress”, “red cocktail dress”, or specific product names. Without autocomplete, you miss the chance to steer customers to what they might be looking for.
Lesson: Implement an autocomplete feature that suggests relevant search terms, products, or even images as the user types.
A very common mistake is relying on exact-match keyword search. If your search algorithm can’t interpret synonyms, plurals, or slight misspellings, customers will see those dreaded “No results found” pages far too often. For instance, a shopper might search for “sofa” and get zero results because your products are labeled “couch,” or they type “tshirt” and your catalog only matches “t-shirt.” Shoppers often use different words (or make typos) for the same intent.
Lesson: Ensure your search can tolerate spelling errors and recognize equivalent terms.
Also Read: Why Is My Conversion Rate Dropping Despite Steady Traffic?
Even when search returns results, are they the right results? A common issue is poor relevance ranking – for example, a query for “organic shampoo” might return a long list where the top items aren’t even shampoo, or they’re irrelevant products that happen to contain one of the words. This often happens with basic search engines that sort by trivial criteria or don’t understand context. If users get a page of products that don’t match their intent, they will bounce.
Lesson: Don’t let your search be “dumb.” It should prioritize relevancy – taking into account product titles, descriptions, popularity, and user intent – rather than just doing a raw text match. If your analytics show users often refine their search or exit after seeing results, it’s a sign your relevancy algorithm needs improvement.
One of the worst dead-ends in ecommerce is a blank search results page that says “0 results for your query.” Often, this happens because of the issues above (typos, synonyms, etc.) or when the catalog truly doesn’t have what was searched. But many DTC sites make the mistake of leaving users at this dead end with no guidance.
Lesson: Never leave a zero-results page blank. At minimum, provide helpful suggestions like “Check your spelling or try a simpler term,” or display alternative products and categories. Better yet, proactively avoid zero results by implementing fuzzy matching (showing the closest matching items). If a term isn’t found, show popular products or offer to contact support. A “no results” page can even be turned into a merchandising opportunity by showcasing best-sellers or new arrivals so the session isn’t wasted.
Also Read: How ‘Zero Click’ Product Pages Are Changing Conversion Strategy
Some DTC brands treat search results pages too simplistically – just a dump of items with no way to refine. If a user searches a broad term like “shoes” or “moisturizer,” they might get hundreds of results. Without the ability to narrow down (e.g. filter by size, color, price, category) or sort (by relevance, price, popularity), the shopper can get overwhelmed.
Lesson: Treat your search results page like a mini category page – include facet filters (brand, category, price range, attributes) and sorting controls. This allows shoppers to drill down to exactly what they want if the initial result set is too broad. It’s especially essential for DTC verticals like fashion (think filters for size, style, color) and electronics (filters for specs, features).
If a shopper types a query and your site takes several seconds to load results or suggestions, you’re introducing friction. Slow search responses often result from unoptimized databases or servers. Mobile users in particular might abandon if results don’t appear almost instantly.
Lesson: Optimize your search for speed. This might mean upgrading your search technology, indexing data for quicker lookup, or caching frequent queries. The goal should be to deliver results in a blink (under a second) so that users feel the search is responsive and reliable.
Also Read: Why Headless Commerce Matters
DTC brands that design a decent desktop search often drop the ball on mobile. If the search icon is hard to tap, or the results overlay is difficult to navigate on a phone screen, you’ll lose mobile shoppers (who are a huge portion of traffic). Mobile search needs to account for smaller screens and touch input. Additionally, because typing on mobile is prone to errors, error tolerance becomes even more critical.
Lesson: Make sure your internal search is fully mobile-optimized. This includes a prominent search icon, a fullscreen search interface that’s easy to read, big tap targets for suggestions, and robust autocorrect for fat-finger typos. You might also consider voice search input for mobile users as a convenience feature.
Finally, a strategic mistake many DTC teams make is failing to monitor and learn from site search analytics. Your internal search logs are a goldmine of customer intent data – they show exactly what users want, in their own words. If no one is looking at this data, you’re missing opportunities. For example, you might discover that dozens of people search for “gift card” on your site and you have none, or that a specific product is constantly searched (indicating high interest).
Lesson: Regularly review what users are searching for, which queries return zero results, and which searches lead to purchases. This will inform everything from adding new products (if there’s demand) to adjusting your search synonyms. It will also help you continuously improve the search experience –for instance, if you see many people search for “FAQ” or “shipping”, you might integrate content results or quick answers into the search.
Also Read: Why Smart Retailers Are Simplifying the Homepage
Knowing the problems is half the battle. Now let’s focus on practical solutions. Here are concrete tactics DTC brands can implement to turn their internal site search into a conversion powerhouse:
Ensure the search field is impossible to miss on your site’s layout. Use a clear icon and consider a placeholder text like “Search products…” to invite usage. For mobile sites, put the search icon in the header on every page. The easier it is to start a search, the more people will use it.
This is a quick win: simply emphasizing the search bar on your homepage or landing pages can drive more engagement. Make sure the search box is also functional: allow submitting by pressing enter or tapping a search icon, and keep the text in the box after search (so users can refine their query without retyping it).
Add an autocomplete dropdown that appears as the user types in the search box. This should dynamically suggest likely search terms, product names, categories, or even display thumbnail previews of products. A rich autocomplete speeds up the process and guides users toward actual items you carry.
For example, if a user types “moisturizer”, the suggestions might include “moisturizer for oily skin”, specific product lines, or relevant content like “How to choose a moisturizer (Blog)”. This way, even if they don’t know the exact product name, the system helps them along. Autocomplete can also correct spelling mistakes on the fly (“Did you mean…”) before the user even hits enter. Given how many shoppers expect this feature, implementing it can significantly improve search success rates and reduce exits.
Also Read: How Gen Z is Forcing Retailers to Rethink Digital Strategy
To avoid zero-results situations, configure your search to handle synonyms, variations, and misspellings. Start by analyzing your search logs for queries that returned no results or poor results – often you’ll find common patterns (e.g., “tee” vs “t-shirt”, “laptop case” vs “notebook sleeve”).
Create a synonym dictionary mapping these terms to the ones your catalog uses. Many modern search platforms let you define synonyms (so that “couch” searches also match “sofa”, etc.). Additionally, enable fuzzy search or auto-correction to catch typographical errors. A user shouldn’t have to type a query perfectly to find what they need – if they type “iphon charger”, your search should reasonably assume they meant “iPhone charger” even if the spelling differs.
Improving the ranking logic of your search results is one of the most impactful changes you can make. Instead of a basic text match, use a ranking algorithm that factors in relevancy signals. These signals can include: keyword match (product title, description, tags), but also product popularity, conversion rate, in-stock status, and even personalization (more on that shortly).
For example, if someone searches for “running shoes”, your top results might be your best-selling running shoe styles (because popularity often correlates with what most shoppers want), rather than an obscure product that just has “running” in its description. Many DTC brands also choose to manually “pin” or boost certain results for key search terms – this is sometimes called search merchandising. For instance, you might always want your flagship product to appear first for a category search, or you might boost items that have higher margins.
Search optimization (sometimes termed “searchandising”) allows you to blend relevance with business goals. Audit some of your common searches – are the top results truly what a customer likely wanted? If not, adjust your search algorithm settings (or rules in your search tool) to promote more relevant or profitable items. Continually test and tweak relevance by watching search click-through rates and conversion rates. When relevance improves, conversions go up – shoppers find the right product faster and buy with less friction.
Also Read: Break Purchase Hesitation With Micro-Moments in the Funnel
As mentioned in the mistakes, giving users the power to refine search results is very important, especially if you have a broad catalog. Implement a sidebar or top menu of filters on the search results page. Typical filters include things like category, brand, price range, size, color, ratings, etc., depending on your product vertical.
Also consider context-specific filters; for example, if someone searches “laptops,” show filters for screen size, RAM, etc., but if they search “running shoes,” show filters for shoe size, gender, and so on. In addition to filters, a sort-by dropdown (e.g. sort by price low-to-high, newest arrivals, customer rating) can help users reorganize results to their liking.
Providing these refinements significantly improves the chance that a shopper will find a product that fits their specific needs. Work with your development team or search provider to implement faceted navigation on the search results. Start with the most important attributes (the ones customers frequently care about) and add more as needed. Make sure the filters are relevant to the query context if possible (dynamic filtering).
Despite your best efforts, there will be times when a search query doesn’t match any product exactly – maybe the item is out of stock or outside your offerings. Plan for this scenario. Instead of a blank “no results” page, design a helpful zero-results page that keeps the visitors engaged. Tactics for this include:
The goal is to turn a dead end into a detour that can still lead to a sale. Create a custom no-results component on your site. Populate it with a few product recommendations (popular items or those related to the query if possible), a search tips section, and a call-to-action like contacting support.
Also Read: Do Shoppers Love or Fear Hyper-Personalization?
Once you start making these improvements, it’s important to treat site search as an ongoing, data-driven project. Set up tracking for search queries in your analytics (if you haven’t already via Google Analytics or similar) to capture metrics like: top search queries, frequency of searches, zero-result rates, search exit rates (people who leave after searching), etc. Use these insights to continuously tune your search.
For example, if “promo code” is a frequent search on your DTC site, that’s a hint to make your discount code or sale information easier to find (maybe create a dedicated page or FAQ that your search can surface). If a specific product is trending in searches, ensure it’s prominently featured. Also, identify queries with poor performance – if a high-volume search term has a low click-through or conversion rate, investigate why (maybe the results are irrelevant or there’s no satisfying result).
By iterating in this way, you create a feedback loop: better search → more conversions → more data to improve search further. Schedule a monthly (or bi-weekly) review of site search reports. Adjust your synonym list, add redirects or merchandising rules for oddball queries, and consider A/B testing changes (some advanced search platforms allow A/B testing different search algorithms or configurations).
“Searchandizing” is the practice of merchandising within search results – essentially, customizing the outcome for business objectives. We touched on this in ranking optimization, but let’s emphasize specific tactics:
These kinds of rules can be implemented via your search engine’s admin (if supported) or with some custom logic. The idea is to merge merchandising strategy with search intent. When done right, it increases conversion and often boosts the basket size, because you’re showing customers items in the search results that you want them to see (and that they are likely interested in).
Identify your top 10–20 search queries (especially category-level terms like “shoes”, “skincare”, etc.) and decide if any special merchandising would make sense for each. Then use your search solution’s features to create those boosts or redirects. Monitor the impact on click-through and sales for those queries and adjust as needed.
Also Read: How to Handle SKUs with No Historical Data (e.g., New Drops, Collabs)
One advanced tactic is incorporating personalization into search. This means the results take into account the individual user’s behavior or profile. For example, if a returning customer typically buys men’s clothing, a search for “jackets” might show men’s jackets first, whereas a different user might see women’s jackets.
Personalization can also use browsing history (e.g., if you viewed electronics, a search for “apple” might prioritize electronics over fruit). If you can implement even basic personalization, it can set your UX apart. Some AI-driven search engines will do this out of the box, or you can segment customers (like by gender preference if known, or by past purchases) and tweak results accordingly.
Evaluate if your current platform supports personalized search ranking. If not, consider whether the investment in a more advanced solution is justified by your scale – for many mid-sized DTC brands, it can be. Start small, perhaps by personalizing results for logged-in users vs. new visitors, and see if it lifts conversion.
Many of the above tactics – from autocomplete and typo tolerance to personalized, intent-based results – are made much easier by modern AI-powered site search solutions. While we won’t endorse a specific tool here, it’s worth noting that the field of site search has evolved rapidly. AI and machine learning can now interpret natural language queries, learn from user behavior to improve relevance, and even handle things like voice or visual search.
If your current search platform is outdated or your CMS’s built-in search is too basic, upgrading to a dedicated tech partner can be a game-changer. These solutions come with features like NLP (natural language processing) that understands queries in plain English (e.g., a query like “best camera under $500” could actually be understood and filtered accordingly), vector search for semantic matching (so “running sneakers” matches “jogging shoes” even if the exact word isn’t present). Crucially, they save your team the effort of reinventing the wheel – you get enterprise-grade search without having to build it all in-house.
Many DTC brands find that outsourcing search to a specialized provider yields a quick ROI. In short, better search = more sales, and AI is the enabler for “better” in many cases. Assess your site search’s current capabilities vs. what’s available in the market. If features like typo correction, synonyms, and dynamic ranking are lacking, it may be time to consider an upgrade. Even if budget is a concern, remember that the revenue uplift from improved search can be substantial (often in double-digit percentage increases), easily justifying the investment.
Optimizing your internal site search is one of the most practical, high-ROI moves a DTC brand can make to recover lost ecommerce sales. It requires some focus and possibly new tools, but the payoff is clear: more of your hard-won site visitors will convert into buyers. The impact on revenue can be significant. You’ll reduce bounce rates from search pages, increase add-to-cart and conversion rates, and likely see overall sales lift as more visitors find what they need. Importantly, you’ll also be delivering a better customer experience, which improves your brand reputation in the long run.
Mayank Patel
May 15, 20255 min read
