Simply stated, if the customer can't find a product, then he or she will not buy it.
All sites benefit from improved usability.
When users are able to perform their goals easily and efficiently they continue to use a site and spread the word. This increases its user base and the value of the resource. All site providers benefit, whether they sell products or advertising, or provide information or services. Difficult to use sites are abandoned because the competition is only a click away. The benefits of Usability.