Originally published: ITBrief, 04 March 2026
Elastic has published consumer research suggesting poor on-site search is driving Australian online shoppers away from brands. Nearly three-quarters of respondents said they have abandoned a favourite retailer after an unsatisfactory search experience.
The survey of 1,020 Australian online shoppers found 72% had abandoned a brand because of poor website search functionality. More than half (55%) said they would pay more on a competitor’s site if the search experience was better.
The findings suggest shoppers are re-evaluating digital experiences, with search increasingly influencing conversion, brand loyalty, and repeat eCommerce revenue. They also indicate consumers are comparing retail search bars with the generative AI tools they use elsewhere.
The survey was conducted in February 2026 using the Pureprofile research panel, with quotas applied to reflect Australian Bureau of Statistics population proportions based on the 2021 Census.
