The 9 Best eCommerce Product Finder Examples for 2023

These eCommerce Product Finder examples are resulting in increased loyalty, future visits, and repeat purchases.

Daryll Williams | Apr 26, 2023
The 9 Best eCommerce Product Finder Examples for 2023

These eCommerce Product Finder examples are resulting in increased loyalty, future visits, and repeat purchases.


The eCommerce industry is fresh off a few years of tremendous boom, characterized by widespread improvements in user experience, privacy considerations, and operational efficiency. These will remain significant sales drivers, but as 2023 moseys along, eCommerce will be more evenly driven by two factors: future-proofing and personalization.

Customers still enjoy getting advice from a salesperson who is familiar with their tastes and buying inclinations. They want the same experience online, with individualized product recommendations, discounts, and content that speaks to them by name and is aware of their preferences.

We’ve discussed product finders extensively here at Crobox, because it’s a solution we wholeheartedly believe in. It’s been proven that they optimize the buyer’s journey and nudge customers along the check-out process. 

With a product finder, you can ask website visitors key questions to guide them toward the most suitable products that fit their needs. This way, shoppers can find a suitable product right away and understand why it is the best match for their needs. 

In the process, you’ll get to establish higher quality advice on your website that is similar to that of a specialist salesperson. This allows you to create unique shopping experiences that undoubtedly set you apart from your competition.


Why the need for an eCommerce product finder in 2023?


Sometimes finding exactly the right product can be a challenge. Particularly, if the user is looking for something they rarely buy or has technical requirements they simply can’t afford to get wrong.

On top of that, online shopping has become overly saturated with choice, resulting in a decision-making journey that’s fraught with obstacles. That’s why your eCommerce strategy can benefit from a product finder. The goal should always be to lead your customers to the desired search result as quickly as possible – uncomplicated, clearly arranged, and with just a few clicks.


The best eCommerce product finder examples


Here are 9 amazing product finders to take inspiration from across several different categories.


1. ASICS is the running expert




The ASICS Running Shoe Finder aims to bring the in-store sales assistant experience online and help runners find the perfect shoe that fits their goals and profiles.

Plus, ASICS is competing with major running shoe brands like Nike, so they want to make their products stand out.




Implementing their running shoe finder was a chance to leverage guided selling on their webshop, teach their customers about their running shoes (showing their expertise), and learn more about their shoppers in the process. 

Their finder asks a series of questions to determine the shopper’s demographics, preferences, and goals. 




Based on the answers, ASICS recommends the perfect running shoe. Coupled with a CTA that directs the shopper to the shoe’s Product Detail Page (PDP).




ASICS’ running shoes are one of the best on the market, but their Japanese ethos means they don’t shout about it.




For a long time, the brand struggled with two things:

1. Simplifying the superior technology of their products
2. Pointing out the product attributes that mattered to their customers 




Their running Shoe Finder alleviates both of these pain points and shows their customers why their shoes can compete in the running market. The product finder generated an average 53% conversion rate uplift.


2. Love Stories adds a personal touch




The Amsterdam-based lingerie brand Love Stories is much loved for its signature bralettes. To emulate the expert insight of their in-store sales staff, the brand implemented a bralette product finder on their webshop.




The finder is built around a sequence of questions to determine the shopper’s preference, sizing, fit, and style.




The finder is implemented as a slide-out on all the homepage, category, and product pages.




Because a large number of their shoppers either don’t know their bra size or are wearing an item that doesn’t fit, Love Stories sees it as their responsibility to guide these consumers to the right product.




Education also forms a central challenge for the eCommerce team in bringing the in-store experience online.




Based on the user input, Love Stories recommends the perfect bra, coupled with a CTA that directs the customer to the recommended Product Detail Page (PDP).




By implementing a Product Finder on their webshop, Love Stories gathers data and insights about the behavior of Love Stories’ customers to help optimize the flow and create more contextual content.


3. Taylor Made makes golfing sexy again




Because Taylor Made is selling pretty technical products, they know that whoever’s coming to their website will already have a bit of product knowledge. For example, they don’t need to explain the words ‘handicap’ or ‘iron’.




What’s also great about their product finder is its interactivity.




They make the process dynamic by letting users interact with each question through drag and drop.




The more someone is engaged in the process the more they’ll:

1. Continue without getting bored
2. Transfer a sense of ownership onto the brand and product (leveraging the Endowment Effect)




For a sports brand, engagement like this is a great hook. Their % match is also a nice add-on, with a clear CTA to add-to-cart.


4. Sephora keeps skincare simple




Sephora’s skincare finder is another good example of guided selling in action. They have such a wide range of beauty products that they actually leverage multiple product finders for each category.




This helps the shopper narrow down the search, letting products become more visible, whilst guiding the customer to the right kinds of products and treatments for their body. 




We love this because it’s so simple, scalable, and repeatable. They use a multi-product results page since they’re offering guidance about a skincare routine rather than a singular product.




The whole journey itself is no more than ten steps to avoid drop-off. It’s super simple and utilizes the expertise of the brand to make the best suggestion for the shopper.


5. Gainful’s omnichannel gains




Gainful’s product finder is all about what you see is what you get. They say from the start how long the guided selling finder will take (‘5 mins’), why they ask the questions they do (‘getting to know you’), and what types of questions they’ll ask (dietary, goals, psychology).




They also show how far in the journey the customer is (one of the few product finders in the market that does this, yay!). Each question has the option for the user to understand why the brand asks for this information in the first place.




In the age of the rapidly rising savvy consumer who wants to know exactly where their data is going, it’s always a good idea to have an info bubble. Gainful do this graciously – and are even transparent about their birthday emails.




Gainful also uses loading screen psychology. It doesn't actually take time to look for a product online, but recreating the “I’ll go look in the back!” feeling of in-store makes the experience more human. 

Gainful does this by ticking off each part of the product finder questions.




Gainful’s final gold is in their email marketing. They take the product finder results to this channel in order to customize the results profile for the shopper.

Plus, users have the opportunity to talk with a nutrition guide who now has their profile and can tailor their treatment based on the product finder answers. 


6. Harts & Stur turn attributes into benefits



Turning attributes into benefits is what coffee is all about! In other words, making something scientific sound tasty – that’s what Harts & Stur do with their coffee machine finder. 



They frame their questions from attributes (e.g., color) to preference. Plus, they include a ‘no preference’ option, which is a human way to guide the shopper – not everyone has a preference all the time.



Their product finder visuals are there to support the text. They show how far the shopper is in their journey, leveraging the Goal Gradient Effect. This is the theory that suggests individuals are more motivated to carry on when they see how close they’ve come to their goal.



And everything stays within their brand voice and style. In the end, they suggest multiple product recommendations that could go well, and even show the attributes that are lacking from the so-called ‘perfect match’ above.


7. Coolblue’s TV finder is both cool and blue



Although not the most visually pleasing, Coolblue’s product finder is everything the brand promises to be; functional, informative, and, well, blue.



It’s so on-brand, you feel like you’re actually talking to one of their salespeople. For example, every option you can choose has a small paragraph explaining what you need to know about the option in question.



They also hand-hold the customer through the journey, showing how many televisions are found after each answer is recorded, much like navigating an in-store shop. But for an electronics marketplace, this is a great product finder because it can’t get more ‘in-store’ than this.



They ask questions to narrow down the choices, display all the important information you need to buy a TV, and in doing so simplify the technical nature of these TVs. If you’re a marketplace seller, think about how you can decrease choice overload in the best, most human way possible.


8. KitchenAid combines customization with a product finder




KitchenAid’s product finder is interactive, combining customizing options with the finder itself. 



So shoppers can customize the color of the blender, and even have the option to engrave something on it.



KitchenAid also integrates an up or cross-sell function within the finder itself, since this is a product that is often bought with a ceramic bowl. 

If you want to do this, make sure you include the price for every added item (or customers will be more likely to bounce if the price comes surprisingly high at the end of the finder). KitchenAid shows the price on the right side – it’s clear, transparent, and has a clear CTA.



Once again, the more customers can interact and engage with the products (drag and drop, customizing, pinch, and zoom) the more they’ll transfer a sense of ownership to the whole process.


9. Joolz encourages the perfect match with their Buggy Finder



With the majority of Joolz’s products sold at partner retailers and no physical stores, the Joolz webshop is both an important educational and selling channel.



Joolz recognizes that buying a baby stroller is an emotional decision to make. In order to help alleviate the stress around buying decisions, and take their brand authority to the next level, Joolz implemented a product finder.



Their Buggy Finder was launched as a slide-out on all the homepage and category pages.



By asking several questions about the shopper’s family and living situation, and what the customer values most, Joolz can recommend a stroller that best fits their goals.



The challenge for Joolz is also in ensuring these purchases remain as simple as possible, putting parents at ease, while learning more about what drives behavior in the long run.



The results of the Buggy Finder also show insights into the Joolz audience, enabling more relevant targeting and greater visibility of the products on offer.


Use these eCommerce product finder examples as inspiration




Say hello to a next-generation Guided Selling solution


Implementing a product finder on your eCommerce platform is a must-have for 2023. This guided selling solution is an AI-driven process that helps narrow down product choices based on the user input, adding speed and convenience for the shopper.

At Crobox, our product finders are customized per industry. We build them on the foundations of behavioral psychology and shoppers’ needs and continuously optimize them with data. In a year that will be defined by how you respond to market volatility, why not trust the experts?