In most online shops, the search box is the only place where users can express what they are looking for in their own words. When such search works, users find more, buy more, and, ultimately, are more likely to return to our shops. In this talk, Dr. Guardian will introduce the challenges and solutions faced in the design and development of their search engine at Digitec Galaxus. The talk will then dive into several examples of how machine learning can improve their users' search experience and how to measure the benefits of applying machine learning.