For years, the narrative around search engines has been one of quiet decline. Social platforms, marketplaces and influencer ecosystems were thought to be replacing the traditional search-and-click behaviour that once defined ecommerce discovery.
But The Future Shopper 2025 Report from VML reveals a very different story: the demise of search has been overstated, and its relevance is rising again. In fact, search engines have re-emerged as one of the two most important channels in both the information-gathering and search phases of the customer journey, jointly tied with leading marketplaces at 18% and 17% respectively.
This renewed dominance is not accidental. It reflects a shift in consumer expectations, where speed, accuracy and AI-enabled relevance matter more than ever. Consumers are not simply browsing; they are evaluating and validating before they buy. And as the report shows, search engines are now outperforming many of the buzzy channels that were expected to overshadow them.
Why search engines are back on top
The resurgence is strongly linked to the integration of AI into mainstream search platforms. Search engines have become the joint-leading channel for information gathering, with shoppers using them just as frequently as marketplaces when researching products. In the search phase, the pattern repeats: 17% of consumers begin their search on a search engine, again equal to leading marketplaces.
This parity matters because it signals a shift in trust. Marketplaces still win on convenience and breadth, but search engines now offer something highly valuable in a complex digital landscape: independence. Consumers want the reassurance of a broader view before committing, particularly in a world marked by rising prices, political anxiety and increased scrutiny of value. Search engines give them the ability to cross-compare, verify credibility and feel confident in their choices.
The report also suggests that AI is accelerating this return. Platforms that integrate AI into search can deliver more conversational, intuitive and context-aware results, reducing the effort required to find reliable information. As AI matures, the importance of search as a trustworthy gateway will only strengthen.
What does this mean for ecommerce retailers?
Many retailers have invested heavily in social content, marketplace optimisation and brand-owned channels, sometimes at the expense of search. But the new data is unequivocal: search remains a critical battleground for visibility, credibility and conversion.
To capitalise on this shift, retailers must rethink their approach to search in three important ways.
The first is recognising that search behaviour is part of the reassurance cycle. Shoppers increasingly check multiple sources before buying, and search engines are central to this validation. Retailers who provide clear, structured and trustworthy product information increase their likelihood of being selected in this comparison process. Well-optimised product pages, transparent descriptions, rich metadata and consistent information across all touchpoints become essential.
The second is ensuring search visibility is aligned with AI-driven algorithms. The report highlights that consumers are turning to AI more frequently during information-gathering, rising from 3% at the inspiration stage to 5% when researching products. As conversational search tools grow, retailers must create content that is not only SEO-friendly but machine-interpretable. Structured data, FAQs, review integration and schema markup help product information flow more effectively into AI-enabled search experiences.
The third is understanding that search engines are increasingly part of a compressed commerce journey. Consumers want to go from idea to purchase quickly, and any friction invites abandonment. Search-optimised landing experiences, fast load times and clear pathways to purchase significantly increase conversion among shoppers who arrive via search.
Making search engines work harder for your business
Search is not a legacy channel; it is a renewed opportunity. As AI-powered search becomes more intuitive, ecommerce retailers have a window to strengthen their authority, improve discoverability and build trust at the exact moment consumers are making decisions.
The brands that win will be those that treat search as a strategic pillar rather than a technical task. They will anticipate consumer questions, surface reassuring information, and ensure their products appear consistently, accurately and attractively across every search experience.