To gain speed, you can spend hours pedaling a bike. But for a long journey, most people prefer a comfortable car. If the choice of transport depends on the driver’s goal, then the choice of search functionality depends on the business’s targets.
Why do e-commerce giants keep improving their internal search? Why did Comfy turn to Multisearch, and what changed as a result?
From the launch of their website and mobile app, Comfy has been actively working on internal search optimization.
Head of E-commerce Department
"We already had smart search from another provider. The key processes—data transmission through feeds, semantic search tuning, and handling zero-result queries—were all set up. We knew how search should work. The only thing we wanted was for it to work better."
Comfy considered building their own search algorithm but prioritized improving the existing one to generate more sales in the short term. Due to time constraints, they opted for a ready-made solution, evaluating the experience of other e-commerce leaders.
The Drawbacks of the Old Search
What were they, and what did they cost the team?
Insensitivity to Typos
Specific search queries often returned no results. The system couldn’t recognize brands or product names with typos. To compensate, the team had to manually set up redirects for each incorrect query to ensure users still found their desired product. However, a high number of redirects negatively impacted sales.
Uninformative Analytics
Limited usability and reporting functionality. Search analytics are crucial for the entire e-commerce operation—they help identify customer needs and restock in-demand products. However, Comfy’s team didn’t have access to such insights.
Too Many Manual Adjustments
A significant waste of employee time and resources. Standard search queries, such as synonyms and incorrect keyboard layouts, required manual configuration. The process could take hours, yet it was physically impossible to cover all possible variations manually.
Incorrect Search Results
Search recommendations often contained irrelevant products. When users entered standard queries, the suggested results included unrelated items and categories. This issue was particularly common with brand names, product models, keyboard layout errors, and multilingual searches.
And, of course, there were some amusing moments.
E-commerce Search & Recommendations Specialist
"We often see slang and humorous queries. People still search for ‘granny phones’ (basic mobile phones for seniors).
Also, autocorrect plays a big role in mobile searches—sometimes we get queries like ‘blowing panel intercom.’
Other times, users aren’t sure how to describe a product or its features, so they type something like ‘vacuum cleaner with a flask.’"
The situation called for a change—one that would quickly optimize the company’s resources without compromising search quality during integration.
The Formula for Solving the Problem
To optimize internal search, Comfy started looking for a Ukrainian company with:
+ Expertise in smart search solutions
+ Proven experience in e-commerce projects
+ Software for both the website and the mobile app
Head of E-commerce Department
"We spent a long time choosing a provider. There were many options, but most required significant technical modifications on our end. To work with you, we already had the necessary foundation—feeds."
Comfy opted for an API-based integration. The process took only four weeks: they adjusted existing feeds and fine-tuned data display settings in suggestions and search results. After successful testing on the website and app, they switched the search over immediately.
Multisearch stood out for its user-friendly functionality and a setup process similar to Comfy’s existing system. Since the foundation (feeds) was already in place, implementation required only minor adjustments. Another key factor in the decision was Multisearch’s extensive track record with other e-commerce projects.
Head of E-commerce Department
*"We saw that you had cases relevant to us—either from retailers in the same niche or from other e-commerce sectors. This meant that the challenges we faced had already been addressed and solved in those cases.
We then met with the Multisearch team to discuss the technical details. We realized we had everything we needed—no need for major changes. So we decided to move forward with the partnership."*
Bringing in Multisearch turned out to be the simplest way to enhance an already effective search algorithm.
What Changed with Multisearch?
Five powerful results the Comfy team achieved after integration.
The algorithm understands incorrect queries. It now recognizes spelling mistakes, incorrect keyboard layouts, and brand or product names written phonetically.
Better product listings and recommendations. The most relevant products now appear at the top of search results.
Increased search conversion rates on both the website and app. The percentage of users utilizing search grew by 50%, and the share of search-driven orders increased by 30%.
40% fewer zero-result searches. Users find the products or information they need much faster, significantly improving customer loyalty.
Manual adjustments are now automated. The number of manually configured redirects decreased tenfold, saving valuable team resources.
The Most Praised Features
That made life easier for marketers and sales managers.
✔ Reporting & Analytics
Multisearch’s functionality enables quick data exports to analyze users' current needs.
E-commerce Search & Recommendations Specialist
*"We used to spend 3-4 hours per week reviewing everything and sorting through zero-result queries. Now, it takes just 1-2 hours.
We analyze reports with and without results, as well as the most conversion-driven ones, to track product demand. The only remaining zero-result queries are for items we don’t carry. Otherwise, we fully cover customer demand."*
Multisearch’s software and streamlined dashboards have made performance analysis more convenient and efficient for Comfy.
Now, routine tasks are both useful and enjoyable. And reacting to trends has become even faster.
E-commerce Search & Recommendations Specialist
*"We export weekly and monthly reports, then compare them with previous ones to track new trends and growing interests.
Thanks to your analytics, we create high-quality internal reports and see search improvements clearly.
We also flag unusual queries to identify potential assortment expansions. Then, we pass this information to category managers, letting them know about user demand for specific products.
For example, when the TikTok trend for air fryers started, we instantly noticed a spike in searches for brands we hadn’t previously stocked."*
✔ Popular Suggestions
Now, hot-selling items can be pushed to the top—accurately and effortlessly. Most importantly, the algorithm handles everything without manual intervention.
E-commerce Search & Recommendations Specialist
*"We identified our most in-demand products from a user perspective. For example, we found that when customers search for ‘Dyson,’ they primarily mean the styling tool, not the vacuum cleaner.
Since searches for the styler were significantly higher, we reached out to Multisearch to enable ‘Popular Suggestions.’
This feature solved the problem—without any manual configuration on our end, which is incredibly convenient."*
Now, Comfy has successfully implemented the search suggestion functionality it had struggled to set up before. Additionally, the default suggestions leverage conversion analytics data, working almost like an ad banner—before a query is even typed.
At the end of the day, search optimization is an ongoing process for e-commerce—one that directly impacts user loyalty and streamlines team operations.
Comfy’s E-commerce Tips
Helping companies embrace a simple yet effective search solution.
Assess your development capabilities. Decide between an API integration or a plugin based on your team's workflow and available resources.
Look at case studies from similar businesses. See how others have tackled search challenges. Ask colleagues about their experiences and choose tools that meet your customers' needs.
Head of E-commerce Department
"Every store has its own specifics—small nuances unique to each business. You need to find the functionality that fits best. For us, this was the right choice."
Why Comfy Recommends Multisearch
And continues a successful partnership for over a year.
Head of E-commerce Department
- Fast response & support. "We love this! With other providers, issue resolution often took too long—critical for us. But your team reacts instantly."
- Flexible integrations. "A wide range of additional features can be turned on/off, making the system highly adaptable. We can integrate gradually, combine features, and track their impact."
- Reliable search performance. "The search works exactly as expected, with minimal technical issues needing fixes. That’s a big win—it allowed us to transition smoothly without common problems."
Still frustrated with your search? Skip the complicated solutions. Choose professionals and test ready-made tools.