Data Snapshot

Product Search Filters Trump Recommendations For US Online Shoppers

September 12th, 2024
Emily Pfeiffer, Principal Analyst
Emily Pfeiffer Principal Analyst
With contributors:
Fiona Swerdlow , Delilah Gonzalez

Two-thirds of US online adults prioritize product filters — that is, the ability to filter products by price, brand, style, or other attributes — while they’re shopping online. Roughly two out of five US online adults say that it’s important for retailers to offer recommendations based on factors such as the item they’re currently reviewing, their past shopping history, and/or their behavior in the current shopping session. Retailers and brands must review their available product, customer, and session data to power their site search solution. Doing so will deliver the product discovery experience that US consumers want. This is a snapshot of Forrester’s data on consumer preferences when shopping online.

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