Popular search terms account only for 30% of the overall searches performed on the web. The remaining 70% of search queries occur within the so-called Long-Tail. The Long-Tail is an increasingly important strategy for the future business of online retailing and is all about selling less of more.
Today the Long Tail term does not only account for these niche products, but also to search requests with deviations from regular spelling. So if your search ecommerce engine is incapable of understanding typographical errors, singular or plural terms etc. you have got great news coming.