E-Commerce Brands Are Ignoring This Critical Feature—and It’s Losing Them Sales

Site search is a valuable tool when done right. Here’s what many brands are missing.

BY RYAN VANNI, FOUNDER AND CEO, GOODNESS

Illustration: Inc; Photo: Getty Images

When’s the last time you had an impressive search experience on a website? It’s probably been a while, right? Believe it or not, search bars used to be essential—especially on e-commerce sites where it was the best way to find the products you need.

Now, they feel almost perfunctory—a little magnifying glass icon that sits at the top of every site simply because that’s what’s expected. 

Their bad reputation is mostly earned. Most legacy search bars are “dumb”. They look for........

© Inc.com