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, here are four ways online retailers can thrive in a zero-click world.

1. Optimize content for direct answers

Retailers should optimize for shopper questions, not just keywords.

• This applies to content across a retailer’s website, including product descriptions, blog posts, and FAQ pages.
• “FAQs become the new keywords,” said Michael Bonfils, managing director at SEM International and Digital International Group on “The Search Session” podcast. “We need to take the whole question—the full query—and as many variations of those questions as possible that relate to a product, and optimize around that.”

Framing product information and copy as direct responses to common shopper questions increases the likelihood it will surface in answer engines. This ensures that even if the user doesn’t click through, the brand is still represented in the response.

2. Double down on visuals

Many platforms like TikTok, Instagram, and Pinterest emphasize high-quality imagery. To increase the chance of being featured, retailers should optimize product photos with descriptive filenames and alt text for image results.

Short-form videos engage audiences—especially those showcasing product demos, tutorials, or reviews.

• 36% of US shoppers find short-form video most helpful for product discovery, the most effective social media content, according to September 2024 data from Bazaarvoice.
• The top features US consumers want in a commerce video ad are details on costs and promotions (59%), clear product demos and details (58%), and a visual or emotional appeal (44%), per July 2024 data from Interactive Advertising Bureau (IAB).

Uploading your product catalog to native shopping platforms like TikTok Shop can also boost visibility by increasing the chances of being featured in product carousels or shoppable posts.

3. Strengthen direct customer relationships

With less traffic flowing directly to retailer sites, it could become harder for brands to keep consumers engaged and capture valuable first-party data.

This is where owned channels can shine.

• Interactive content (like quizzes or games) can help brands stay connected with consumers between purchases and surface customer data beyond email and address.
• Personalized offers for subscribers incentivize consumers to sign up for email or text notifications.
• Loyalty programs can turn one-time buyers into repeat customers and provide deeper customer insights.

4. Rethink your metrics

Relying on clicks alone no longer tells the full story.

• Many impressions don’t lead to visits, but they still build awareness and shape shopper decisions.
• “We might only be able to trace direct traffic when there’s a visible link that gets clicked,” said “The Search Session” host and SEO consultant Gianluca Fiorelli. “But a big part of our value will be in making our clients—and our own websites—present across all the potential journeys AI conversations generate. That doesn’t always lead to clicks.”

Fiorelli proposes that visibility metrics in the AI era should be measured both by direct traffic tied to visible links and increases in traffic to pages appearing in AI responses.

“From there, we can start building correlations. And of course, we’ll have to tie all of that back to conversions,” he said.

This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.