Deconstructing E-Commerce Search: The 12 Query Types
Source: https://baymard.com/blog/ecommerce-search-query-types Author: Baymard Institute
Summary
Taxonomy of the 12 types of queries users enter into e-commerce search engines, based on extensive user testing. Essential reference for Query Types in the e-commerce domain.
The 12 Query Types
Product-Type Queries
- Exact product queries — searching for a specific model (“iPhone 15 Pro Max”)
- Category queries — broad product categories (“headphones”)
- Feature/spec queries — searches by attribute (“wireless noise cancelling headphones”)
- Thematic queries — searches by theme/style (“minimalist desk accessories”)
Non-Product Queries
- Symptom queries — describing a problem, not a product (“my back hurts pillow”)
- Compatible product queries — accessories for a known item (“case for MacBook Air M2”)
- Use-case queries — activity-based (“running shoes for marathons”)
- Named product queries — product names with unknown classification
Navigation Queries
- Brand queries — product + brand (“Nike shoes”)
- Price-range queries — budget-constrained (“desk under $200”)
- Availability queries — store/format (“books available for pickup”)
- Inspirational queries — exploratory browsing (“gift ideas for dad”)
Key Finding
Most e-commerce sites optimize for category queries but fail on non-product, symptom, and inspirational queries — which represent significant user intent that current systems can’t match to inventory.