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What valuable eCommerce shoppers are doing and where to find them

February 2021

Microsoft Advertising and Luth Research have partnered together to conduct research and gain deeper insights into how search engine marketing (SEM) and eCommerce influence consumer behaviours and the online path to purchase.

In our eBook entitled Microsoft Advertising Insights – Consumer eCommerce shopping behaviours, we take a deep dive into the behavioural analysis of the role search plays in the online shopping journeys for apparel, health and beauty, and electronics. Now more than ever, it’s important to understand consumer behaviours in the digital landscape and the path to purchase.


The selected insights in this report employed Luth Research’s ZQ Intelligence, a passive metering technology and its database of digital behaviours to analyse search trends in the context of the overall path to purchase.

Analysis of online shopping journeys

We examined consumer eCommerce shopping behaviours for apparel, health and beauty, and electronics to explore three key topics.

  • Who is converting more?
  • What are the digital behavioural markers of those online shoppers?
  • How do you find these high value eCommerce shoppers?

Key Findings

Retail shoppers who use search

  • Become purchasers more frequently.
  • Become repeat purchasers more frequently.

Electronics shoppers

  • Search is a huge part of the journey and correlates with higher conversions.

Health & Beauty and Electronics shoppers

  • Searches with product detail and brand yield higher conversions.
  • Non-brand search terms are important.

While this research was conducted Pre-COVID, we’re confident that the insights captured will remain valuable in the near term and longer term as consumer shopping behaviours and trends have changed as the result of this global pandemic.

To learn more about the role paid search (SEM or PPC) plays in eCommerce shopping journeys for apparel, health and beauty, and electronics, get the full report.

 Download the eBook