B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
50%
50% -- shoppers using search as primary discovery for e-commerce shoppers (2026)
Around 50% of shoppers use on-site search as their primary way to discover products.
- Reported as an approximate figure (~50%) by Baymard Institute
Attribution:
View source
Lighthouse Research Team
Last verified:
·
How we verify data →
Source verified
Evidence graded
Value
50%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Baymard Institute
Primary
Tier B
https://anadea.info/blog/ai-in-ecommerce/ ↗
Source Article
AI in E-commerce: Where AI Actually Makes Money in E
Original Research
Baymard Institute
· Original study ↗
Methodology
Baymard Institute
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
e-commerce shoppers: 50% shoppers using search as primary discovery. Source: Baymard Institute (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/shoppers-search-primary-discovery
HTML Embed
<blockquote cite="https://lighthousedata.io/data/shoppers-search-primary-discovery" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>50%</strong> -- shoppers using search as primary discovery for e-commerce shoppers<br><small>Source: Baymard Institute (2026) · <a href="https://lighthousedata.io/data/shoppers-search-primary-discovery" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
Share
Use this data in your work
Copy the citation, embed the widget, or explore thousands more verified marketing statistics -- all free.