How Electronicstar Realized the Importance of Search With Autocomplete

Electronic star is part of the global e‑commerce company Berlin Brands Group (BBG), founded by Dominik Brichta and Peter Both in 2012. Their 40 e‑shops offer consumer electronics and home appliances to customers in 26 countries. Thanks to a 2021 investment made by American company Bain Capital, BBG became the first Slovak company with a $1 billion valuation.

In total, 82% of Electronic Star customers do not use search because they are incentivized to buy products immediately. Given this type of traffic, Electronic Star did not consider search a high priority. However, they missed out on the remaining 18% of customers who used search and sometimes got irrelevant results, leading them not to purchase the desired product.

In April 2018, Luigi’s Box Customer Success Manager met with Electronic Star representatives and explained the value of search as a revenue stream. Within two weeks, the e‑shop agreed to try out Autocomplete. The Luigi’s Box team took care of the technical implementation, so none of the client’s developers were required. Once the tool was incorporated, the e‑shop eagerly waited for results.

Currently, only a small percentage of customers use Autocomplete while searching. Still, this brings in more than 100,000 EUR per year on top of standard revenue, mainly thanks to the conversion rate uplift, which is 40% better than from people who use standard search.

Seeing positive results, Electronic Star instantly realized the great potential of their search feature and decided to encourage customers to use it on the website. They are now trying to make searching for products easier and more fun so that more of their customers find and buy what they want.