Indistinguishable results: getting suggestions with linguistic-only differences (like “Sofa tables” and “Sofa table”) in an autocomplete list.Duplicates: duplicates of the same query suggested in the autocomplete list.Dead-ends: suggestions that send the user to a page with no products.For example, these were common issues that plagued the user experience: The issue was broadly related to poor autocomplete features, which made product discoverability unnecessarily complicated. Frustrated customers often couldn’t find what they were looking for, even when the retailer had the goods. Their e-commerce site had a massive catalog with hundreds of thousands of SKUs, a modern e-commerce backend and a powerful search engine, yet the conversion was less than stellar. A customer of ours, one of the largest omni-channel retailers in the US, was having issues with product discovery.