Search engines are boosting annual UK non-food retail spend by £31.4bn, according to research by Retail Economics and Upp.ai shared exclusively with Retail Week.
The report shows search engines are the most influential driver of retail discovery, more than any other digital or physical channel.
This surpasses online marketplaces and retailer websites, which accounts for £30.9bn and £27.6bn annually.
Search engines are also the most effective channel for product discovery, influencing 24% of digital retail spend, and 65% of consumers said they trust search engines for pre-purchase decisions – more so than retailers’ own websites.
The report reveals the average consumer looks at three sources during their shopping research, but 72% use search engines as their first option.
Search engines are most influential among “high-spending” graphics, especially with consumers aged 45-54.
This group has an average annual spend of £6,500 on non-food retail, but the research found they are often overlooked in retailers’ search strategies or digital investments.
Upp.ai senior vice president of client and industry engagement Steve Warrington said: “This research highlights that while consumer attention is fragmented across channels, search remains the most powerful driver of high-intent discovery, influencing £31.4bn in retail spend annually.
“By harnessing AI-driven search strategies with adaptive AI, retailers can ensure they are not just capturing demand but actively shaping it to align with their business objectives, therefore driving both immediate revenue impact and long-term customer value.”
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