New Delhi, Sept. 18 -- 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 business...