Zero-Click Search Changes Customer Discovery, Creates New Digital Priorities For MSMEs: NASSCOM

New Delhi, Sep 18 (KNN) The rise of ‘zero-click’ search is changing how small businesses attract customers, with search results, business profiles, reviews, messaging platforms and AI-generated answers increasingly reducing reliance on website visits, according to NASSCOM.

SparkToro’s analysis of Similarweb clickstream data found that around 68 percent of Google searches in the US ended without a click in the first four months of 2026, up from about 60 percent in 2024. 

While the data does not directly reflect Indian user behaviour, it points to a broader shift towards customers finding business information, prices and reviews directly on digital platforms.

Business Profiles Become Key Customer Touchpoints

For local and service businesses, Google Business Profiles and map listings increasingly serve as standalone customer touchpoints, providing information on hours, services, photos, reviews, directions and contact options. 

Customers can often call, get directions or message businesses without visiting their websites. Reviews, ratings, marketplaces and category aggregators are also becoming key discovery and decision-making channels for customers.

AI Answers Add New Layer

The growing use of AI-generated search answers is further shifting how customers discover businesses. AI systems can draw information from business profiles, reviews, directories and other third-party sources when generating recommendations.

This makes consistency and accuracy of business information across digital platforms increasingly important for MSMEs seeking visibility.

Implications For Indian MSMEs

The shift could benefit Indian MSMEs, particularly those already using messaging platforms, digital payments and third-party listings instead of large websites. 

WhatsApp and other messaging channels enable direct customer engagement, while UPI allows transactions without conventional website checkout systems.

Regional-language content and accurate business listings could further help smaller firms reach customers in Tier-2 and Tier-3 markets, where digital competition may be lower.

Need For New Performance Metrics

The shift towards zero-click interactions means website traffic alone may no longer fully capture digital marketing performance. 

For MSMEs, calls, messages, bookings, direction requests, reviews, ratings and branded searches can complement website analytics, while a simple ‘how did you hear about us’ question can help track offline customer journeys.

As search, maps, AI assistants and messaging platforms become key discovery channels, websites may increasingly serve as sources of verified information rather than the sole customer destination.

(KNN Bureau)