Why does AI search move so many metrics at once for a sporting-goods retailer? Because connecting each shopper to the right gear for their sport improves conversion, basket size, and per-user value together. Decathlon Belgium saw all three jump after deploying AI-powered search and discovery.
The result: Decathlon Belgium achieved a 2.5x increase in conversion, a 40% boost in AOV, and a 224% uplift in revenue per user after implementing AI-powered search and discovery.
One improvement, three metrics#
Decathlon’s catalog spans dozens of sports, and the core challenge is matching each shopper to the gear relevant to their activity. AI search solves that — interpreting intent, personalizing results, and surfacing the right products for each sport. Because that match improves the whole journey, it lifted conversion (more shoppers find what they want), AOV (the right gear comes with complementary items), and revenue per user (both effects combined) — 2.5x, 40%, and 224% respectively.
These aren’t three separate wins; they’re one improvement in relevance, measured three ways.
How AI search works#
AI search interprets shopper intent and ranks results by relevance and likelihood to convert, personalized to each shopper, and pairs with recommendations.
Three mechanics drive Decathlon’s result. Semantic, personalized search surfaces the right gear for each shopper’s query and sport. Complementary recommendations surface the accessories that complete a kit, growing AOV. And continuous learning sharpens relevance as the platform observes outcomes.
Why revenue per user is the truest measure#
A 224% RPU uplift captures the full effect because RPU combines conversion and order value into one number. Tracking conversion alone would miss the basket growth; tracking AOV alone would miss the conversion gain. RPU shows both — which is why it more than tripled when search and discovery improved together. For any retailer, RPU is the metric that reveals whether better discovery is genuinely growing the value of each visit, not just one slice of it.
What this means for your store#
Any store whose shoppers have distinct needs can apply this:
- Use AI search to match each shopper to the products relevant to their use case.
- Surface complementary items to grow AOV alongside conversion.
- Track revenue per user to capture the full value of better search and discovery.
One improvement in relevance moves conversion, AOV, and RPU together. AI search delivers it.
Bring AI search to your store with CartAmplify#
CartAmplify brings personalized AI search and discovery to any store — Shopify, dropshipping, or marketplace. The same approach that lifted Decathlon’s conversion 2.5x and RPU 224%.
Related reading#
- How Decathlon Lifted AOV 40% with Browse AI
- How Decathlon Lifted Conversion 2.5x with AI Discovery
- How Zalando’s AI Search Lifted Time-on-Site & CVR
Figures cited from publicly reported Decathlon AI case studies. Results vary by catalog, traffic, and implementation.
