How often do you do a Google search and then click through to at least the 2nd results page? Well, I bet just a few times out of a 100?! This is partly because Google does a good job of providing the most relevant results on the first page but also due the the fact that one gets carried away by the first few items that seem to be good enough.
Since users expect the next website, app (or anything else for that matter) to work in a very similar fashion as the last website or app, users may not care much about your 2nd, 3rd or Xth (shopping) site results page.
So for example, if you find users dropping off your search results page you may want to try to diversify the content much more than you are currently doing.