What are search costs in marketplaces?

Definition of search costs (or search friction) in marketplaces

Also known as search friction, search costs refer to the effort users have to expend to search and be matched with the product or service they’re looking for. High search costs can lead to customers abandoning a transaction before it even begins, so planning a good search experience is a vital part of designing your marketplace.

When is search friction good?

Search friction in online marketplaces, which refers to any factor that makes it more challenging for users to find what they're looking for, can be advantageous in certain contexts:

1. Encouraging Discovery: Some level of search friction can encourage users to explore more products or services, potentially leading to the discovery of items they might not have initially considered. This can be beneficial for marketplaces aiming to promote a wide range of products or new listings.
2. Higher Value Transactions: In markets where high-value transactions are common, such as luxury goods or B2B services, some search friction might lead to more thoughtful and considered purchases. The extra effort in searching can translate to a higher commitment level from the buyer.
3. Supporting Niche Sellers: Search friction can sometimes benefit niche sellers or those offering unique or specialized products. When users spend more time searching, they may come across unique items that they wouldn't find in a more streamlined search process.
4. Preventing Overwhelm: In certain scenarios, a degree of search friction can prevent users from becoming overwhelmed by too many choices. It can help in pacing the search process, allowing users to consider options more carefully.
5. Engagement and Investment: A moderate level of search friction can increase user engagement and investment in the platform. When users invest more time in searching, they may develop a deeper connection with the platform and a greater appreciation for the products or services they eventually find.
6. Data Collection for Personalization: Some search friction can be a byproduct of the platform collecting data on user preferences and behaviors to enhance personalization. Over time, this can lead to more accurate recommendations and a better overall user experience.

However, it's important to strike a balance. Excessive search friction can lead to frustration, reduce user satisfaction, and ultimately drive users away from the platform. The key is to manage search friction so that it contributes positively to the user experience and aligns with the marketplace's goals and user needs.

When is search friction bad?

Search friction is detrimental in online marketplaces when it negatively impacts the user experience and hinders the efficiency and effectiveness of the platform. Situations where search friction can be particularly harmful include:

1. User Frustration and Abandonment: Excessive search friction can lead to user frustration. If users find it too difficult or time-consuming to locate what they are looking for, they may abandon the platform altogether in favor of one with a more user-friendly search experience.
2. Lost Sales Opportunities: If potential buyers cannot easily find the products or services they seek, it results in lost sales opportunities for both the marketplace and the sellers on the platform. This can significantly impact the marketplace's revenue and the success of its sellers.
3. Decreased Platform Efficiency: A key advantage of online marketplaces is the ability to quickly and efficiently match buyers with the right sellers. High search friction undermines this efficiency, reducing the overall effectiveness of the marketplace.
4. Poor User Experience: An intuitive and smooth search process is a critical component of a positive user experience. High search friction can lead to a negative perception of the platform, harming its reputation and user retention.
5. Barrier to New User Adoption: For new users, initial impressions are vital. Search friction can serve as a significant barrier to the adoption of the platform by new users, who may find it too challenging to navigate and find what they need.
6. Inefficient Market Dynamics: High search friction can lead to inefficient market dynamics, where products or services that should be easily discoverable remain hidden, and transactions that should occur do not, due to the difficulty of connecting buyers and sellers.
7. Impaired Data Collection: Efficient search processes also provide valuable data about user preferences and behavior. High search friction can impair the collection of this data, hindering the platform's ability to improve and personalize the user experience.

In summary, while a certain level of search friction can sometimes have benefits, it is generally detrimental to online marketplaces when it leads to user frustration, lost sales, decreased efficiency, poor user experience, barriers to adoption, inefficient market dynamics, and impaired data collection.