Historically, search engines and social platforms acted as gateways, linking to other sites for consumers to continue reading, researching, or shopping. Now, those platforms are answering queries directly within their own ecosystems, resulting in a "zero-click search." Some 80% of consumers now rely on zero-click results in at least 40% of their searches, reducing organic web traffic by 15% to 25%, according to December 2024 data from Bain & Co. For ecommerce retailers, zero-click means fewer opportunities to capture traffic, collect data, and interact with customers on their own sites. But not all hope is lost. By rethinking how and where they engage with shoppers online, retailers can thrive in a zero-click world through several strategies.
Retailers should optimize content for direct answers to shopper questions rather than just keywords. This applies to content across a retailer’s website, including product descriptions and FAQ pages. Additionally, many platforms, such as TikTok and Instagram, emphasize high-quality imagery. Retailers can enhance their chances of being featured by optimizing product photos and leveraging short-form videos. Strengthening direct customer relationships becomes crucial as less traffic flows directly to retailer sites. This can be achieved through interactive content and personalized offers. Lastly, shifting metrics away from clicks alone to include visibility metrics tied to AI responses can provide deeper insights into consumer behavior.