Consumer search behaviour continues to evolve rapidly, and 2025 marks a major shift in how people discover information, products and solutions online. Traditional search engines still hold a leading role in global discovery, but new patterns have emerged across social platforms and AI powered tools.
Retail brands can no longer rely on a single channel, so understanding how customers search today is essential for building visibility and maintaining competitiveness.
In this article, Searchflex discusses how search behaviour is evolving as new technologies and shifts in consumer behaviour are dictating the way people find new products online.
Google Remains Central But No Longer Alone
Google continues to dominate overall search activity. Users still depend on it for detailed research, product comparisons, instructions and trusted sources. Yet the role of Google is changing. The platform has moved away from purely text based results and now focuses more on visual content, structured data and AI enhanced summaries.
Product listings, shopping feeds and more prominent knowledge panels influence how consumers behave during the research process. Retailers who want strong performance must prioritise high quality content, technical optimisation and accurate product data. While Google remains a foundational channel, customers now interact with it alongside several other platforms that influence earlier and later stages of the buying journey.
AI Assistants Introduce A New Way Of Searching
AI driven tools have transformed how users approach discovery. Instead of clicking through multiple pages, many people now ask AI assistants to provide instant answers, curated product lists or detailed explanations. These tools drastically reduce the time required to research a topic. Users can move from question to informed decision much more efficiently.
This shift changes the dynamics of retail search. Customers may begin their journey with an AI prompt, use it to narrow choices, and only click through to retailers once recommendations feel credible. Brands with strong topical authority, consistent data and well structured content have a higher chance of being featured in AI generated responses. Retailers are now competing not just for rankings, but for inclusion in AI summaries.
Tiktok Drives Search Behaviour For Younger Audiences
TikTok has effectively become a search engine for younger demographics. Users rely on it for reviews, tutorials, quick recommendations and real product demonstrations. The power of TikTok lies in authenticity. Short form videos feel more genuine than text reviews, which is why trends and product discoveries spread quickly on the platform.
TikTok search is highly influential in categories such as beauty, fashion, homeware and lifestyle. Users often search based on interests rather than specific product names. Retailers that provide helpful, creative and visually engaging content can capture this discovery driven traffic. Partnerships with creators further accelerate visibility and trust.
Visual Platforms Shape Product Research
Other visual platforms such as Instagram, Pinterest and YouTube continue to play a strong role in search behaviour. Instagram supports initial discovery through reels and recommendations, Pinterest acts as a visual search engine for ideas and inspiration, and YouTube remains a leading platform for in depth product evaluations.
Consumers often use these platforms to validate or better understand a product before purchasing. Long form reviews on YouTube, for example, are especially influential for higher value or more complex items. A retailer’s presence across these platforms contributes significantly to customer confidence.
The Rise Of Multi Channel Search Journeys
The most important development in 2025 is that search journeys now span multiple platforms. A customer may see a product on TikTok, ask an AI assistant a follow up question, watch a review on YouTube and finally compare prices on Google before completing a purchase.
This fragmented behaviour requires retailers to build strong, consistent visibility across all relevant channels. Content must be accurate, helpful and easily discoverable regardless of where the customer begins their search.
Retailers that invest in high quality content, structured data and local visibility often gain an advantage when customers use multiple platforms during their research. For brands targeting competitive regions, strategies that help establish authority and ensure that product information remains visible across a wide range of search environments.
Search Is Now Everywhere
In 2025, search marketing for ecommerce is no longer a single platform activity. It is a dynamic, multi channel process influenced by AI, social behaviour, visual content and traditional engines. Retailers that adapt to this environment and build strong content ecosystems stand the best chance of maintaining relevance and achieving long term growth.