Google Ecommerce SERP Options 2025 Vs. 2024

August 6, 2025

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In 2024, Google turned the SERP right into a storefront.

In 2025, it turned it right into a market with an AI-based thoughts of its personal.

Over the previous 12 months, Google has layered AI into almost each inch of the buying search expertise by merging natural outcomes with product listings, rolling out AI Overviews that substitute conventional product grids, and introducing a full-screen “AI Mode.”

In the meantime, ChatGPT is inching nearer to changing into a personalised buying assistant, however for now, essentially the most dramatic shifts for SEOs are nonetheless taking place inside Google.

To grasp the impression, I revisited a set of 35,000+ U.S. buying queries I first analyzed in July 2024.

In in the present day’s Memo, I’m breaking down the state of Google Buying SERPs in 2025. A yr later, the panorama appears … totally different:

AI Overviews have began to displace traditional ecommerce SERP options.
Picture packs dominate the web page.
Dialogue boards are on the decline.

Plus, an unique comparability of 2024 vs. 2025 ecommerce SERP options and a full, detailed guidelines of optimizations for the SERP options that matter most in the present day (out there for premium subscribers. I present you precisely how I do that).

This memo breaks down precisely what’s modified in Google’s buying SERPs over the previous yr. Let’s goooooo.

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Within the final 12 months, Google hasn’t simply remodeled itself right into a writer that serves up content material to reply queries proper within the SERP (through AI Overviews and AI Mode). It’s additionally constructed out an intensive market for buying queries.

Nevertheless, Google now gives a complete slew of SERP options and AI options for ecommerce queries which are a minimum of as impactful as AIOs and AI Mode.

In the meantime, ChatGPT & Co. are beginning to embody product suggestions with hyperlinks, critiques, purchase buttons, and suggestions straight within the chat. (However this evaluation focuses on Google outcomes solely.)

To raised perceive the important thing traits for Google buying queries, in July 2024, I analyzed 35,305 key phrases throughout product classes like trend, beds, crops, and automotive within the U.S. over the past 5 months utilizing seoClarity.

We’re revisiting that knowledge in the present day, inspecting those self same key phrases and classes for July 2025.

The outcomes:

AI Overviews have began to interchange product grids.
Ecommerce SERPs are more and more visible.
There are extra question-related SERP options (like Individuals Additionally Ask), much less UGC.
Fewer movies are showing throughout the SERPs for product-related searches.

In regards to the knowledge:

This knowledge particularly covers Google search outcomes and options. It doesn’t embody ChatGPT, Perplexity, and many others. Nevertheless, we’ll contact on this briefly under.
Over 35,000 search queries had been analyzed, and the identical group was examined in each July 2024 and July 2025.
The search queries analyzed embody product-related queries throughout a broad spectrum, from model phrases (like Walmart) to particular person merchandise (iPads) and classes (e-bikes).
For those who’re curious in regards to the actual listing of Google buying SERP options included on this evaluation, they’re included on the backside of this memo.

Earlier than we dig into the findings…

In Google’s shift from search engine to ecommerce market (and from search engine to writer), Google has merged as a lot as potential into the SERP web page.

Internet outcomes and the buying tab for buying searches had been mixed as a response to Amazon’s long-standing dominance.

The buying tab nonetheless exists, certain.

However for product-related searches, the primary search web page and the Google buying expertise look extremely related, with the Buying tab streamlined to a product-grid expertise solely.

In June 2024, I reported in Essential SERP Options of Google’s buying market:

Google has totally transitioned right into a buying market by including product filters to go looking consequence pages and implementing a direct checkout possibility.
These new options create an ecommerce search expertise inside Google Search and should considerably impression the natural visitors retailers and retailers depend on.
Google has quietly launched a direct checkout function that permits retailers to hyperlink free listings on to their checkout pages.
Google’s transfer to a buying market was probably pushed by the necessity to compete with Amazon’s profitable promoting enterprise.
Google faces the problem of balancing its position as a search engine with the necessity to generate income by means of its buying market, particularly contemplating its dependence on companions for logistics.

And now?

Google’s layered AI and customized SERP options into the buying expertise as effectively.

Beneath are the Google SERP options I’ll be inspecting on this year-over-year (YoY) evaluation, particularly, with a fast synopsis should you’re not acquainted.

Photos: A horizontal carousel of picture outcomes associated to the question pulled from product pages or image-rich content material; normally seem on the high or mid-page and hyperlink to Google Photos or on to supply pages.
Merchandise: Shows a visible grid or carousel of merchandise with titles, photos, costs, critiques, and retailers. This consists of free product listings (natural) and Product Itemizing Adverts (PLAs) (paid).
Individuals Additionally Ask (PAA): Associated questions customers often ask. Clicking a query reveals a supply hyperlink. (These typically inform Google’s understanding of search intent and person curiosity.)
Issues To Know: An AI-driven function that breaks a subject into subtopics and often misunderstood ideas. Discovered totally on broad, academic, or commercial-intent queries, that is Google’s approach of guiding customers deeper into a subject and understanding deeper search intent.
Dialogue and Boards: Highlights related threads from platforms like Reddit, Quora, and area of interest boards. Solutions are sometimes community-generated and genuine. Changed some conventional “Individuals Additionally Ask” actual property for buying or critiques queries.
Information Graph: Shows structured details about an individual, model, product, or topic-sourced from trusted databases. Seems in a right-hand sidebar or embedded field.
Shopping for Information: A function that explains what to think about when purchasing for a product, e.g., “What to search for in a DSLR digicam.” Often positioned mid-page for commerce-intent queries. It mimics a human assistant or product knowledgeable’s recommendation. Incorporates snippets and hyperlinks to sources.
Native Itemizing: Exhibits native enterprise listings with map, scores, hours, and fast name/location hyperlinks. Distinguished in searches with native intent like “shoe retailer close to me” or “espresso retailers in Detroit.”
AI Overview: Generative AI abstract on the high of the SERP that solutions the question utilizing info synthesized from a number of sources. For buying queries, it typically consists of product summaries.
Video: A carousel or block of video content material, principally from YouTube, but in addition from different video-hosting platforms. Could embody timestamps, captions, or “key moments” for lengthy movies.
Reply Field (a.okay.a. Featured Snippet): A direct reply to a question extracted from a single internet web page, proven on the high of the SERP in a stylized field. Typically used for factual or how-to queries. Contains the supply hyperlink.
Free Product Listings: Natural product outcomes submitted through Google Service provider Heart feeds. These listings present within the Buying tab and infrequently in the primary SERP product grid (distinct from paid Buying adverts).
From sources throughout the net: A content material block displaying opinions or quotes on a product or subject from a wide range of websites. Typically utilized in AI Overviews or product critiques to floor aggregated person sentiment or editorial enter.
FAQ: An expandable schema-driven block displaying widespread questions and solutions sourced from a particular web page. Sometimes seems underneath a website’s natural consequence when FAQ schema is correctly carried out.
PPC: Sponsored hyperlinks proven on the high or backside of the SERP, marked “Sponsored” or “Advert.” These can present up as textual content, product photos/grids, and many others.

Along with the usual SERP options tracked on this evaluation through the above listing, right here’s a take a look at the present Google buying market SERP options and/or components (like toggle filters) that we’re coping with on the midway level of 2025.

AI Mode (Full-Display): Interactive, immersive full-page AI buying expertise with filters and purchase hyperlinks.
Buying filters inline: Dynamic filters (model, coloration, worth) inside AI Mode and Buying grids.
Digital try-on: This function was just lately launched. It’s a generative AI module displaying garments on numerous physique sorts (increasing by class).
Value monitoring/alerts: Customers can monitor worth drops and get alerts through Gmail or Chrome. Truthfully, a fairly useful gizmo.
Well-liked shops/high shops: Scrollable carousel of outstanding retailers for the product class.
Product websites (EU market): Natural function that exhibits outstanding ecommerce domains (because of regulatory adjustments within the EU).
Trending merchandise/standard merchandise: Highlights merchandise rising in recognition primarily based on latest search exercise.
Service provider star scores: Show overview scores and counts in summaries or tiles.
Free transport/returns labels: Highlighted callouts in product tiles.
“Verified by Google” service provider badges: Google-trusted vendor icon in some listings.
Fast comparability panels: Aspect-by-side spec or function comparisons (that is an early-stage rollout, just like Amazon’s product comparability panel or module).

As an instance with an instance, let’s say you’re on the lookout for kayaks (summertime!).

On desktop (logged-in), Google will now present you product filters on the left sidebar and “Well-liked merchandise” carousels within the center on high of traditional natural outcomes, however underneath adverts, after all.

Picture Credit score: Kevin Indig

Straight underneath the buying product grids, you may have conventional natural outcomes together with an on-SERP Shopping for Information, just like Individuals Additionally Ask questions (which can also be included additional down the web page).

Each the Shopping for Information and Individuals Additionally Ask options ship solutions with hyperlinks to authentic content material.

Picture Credit score: Kevin Indig

On cellular, you get product filters on the high, adverts above natural outcomes, and product carousels within the type of Well-liked merchandise or “Merchandise for you.”

Picture Credit score: Kevin Indig

This expertise doesn’t look very totally different from Amazon … which is the entire level.

Picture Credit score: Kevin Indig

Google’s buying expertise lets customers discover merchandise on a wide range of marketplaces, like Amazon, Walmart, eBay, Etsy, & Co.

From an web optimization perspective, the outstanding place of product grid (listings) and filters probably considerably impacts CTR, natural visibility, and finally, income.

However let’s check out the identical search through AI Mode.

Beneath is the desktop expertise through Chrome.

I’ve zoomed out right here so that you get the entire view, however it takes the person two to a few scrolls to get to the product grid when in an ordinary view.

Picture Credit score: Kevin Indig

Right here on cellular, attending to product suggestions takes a number of scrolls. In a single occasion, I acquired a consequence that included an inventory of locations close to me in my metropolis the place I may get a kayak.

Picture Credit score: Kevin Indig

Protecting the present Google buying SERP expertise in thoughts, right here’s what the information exhibits.

That is essentially the most noteworthy shift discovered within the knowledge, as you possibly can most likely guess.

Since March 2025, when Google started rolling out AI Overviews extra aggressively, they’ve additionally began changing (natural) product grids.

Picture Credit score: Kevin Indig

The graph above would possibly seem like it represents minimal adjustments while you look at it in a timeline view, however you possibly can see the development even higher when shifting AIOs to a second y-axis (under).

Picture Credit score: Kevin Indig

I anticipate AI Overviews to nonetheless present the product grids searchers have turn into accustomed to, though they could take a distinct kind.

When trying to find [which camera tripod should I buy?], for instance, we discover an AI Overview on the high with particular product suggestions.

Picture Credit score: Kevin Indig

In fact, AI Mode takes {that a} step additional with richer product suggestions and shopping for guides.

(Shoutout to The New York Instances and the opposite 5 sources for this AI Mode reply … which now don’t see an advert impression or affiliate click on.)

Picture Credit score: Kevin Indig

Because of this shift, which I predict will solely improve over time, monitoring your model mentions and product hyperlinks in AI Overviews turns into essential. Skip this at your individual danger.

Right here, you’ll see the rise in picture packs over time, with an enormous shift in March 2025.

Picture packs for ecommerce-related queries grew from ~60% in 2024 to a brand new baseline of over 90% of key phrases in 2025.

Picture Credit score: Kevin Indig

Additionally, discover how Google systematically assessments SERP layouts between core updates (e.g., the dip within the graph above occurs between the March and June 2025 Core Updates).

Having robust product photos, that are correctly optimized, continues to be essential for ecommerce search.

Since January 2025, Google has proven extra Individuals Additionally Requested (PAA) options at the price of Discussions & Boards.

Despite the fact that Reddit is the second most seen website on the net, I’m stunned to see extra PAA – two years after Google eliminated FAQ wealthy snippets from the SERPs.

Picture Credit score: Kevin Indig

That is one thing you wish to think about monitoring for queries which are straight associated to your merchandise, should you’re not doing so already. (You are able to do this in traditional web optimization instruments like Semrush or Ahrefs, for instance.)

Since August 2024, Google has systematically decreased the variety of movies within the ecommerce search outcomes.

Picture Credit score: Kevin Indig

It appears that evidently photos have taken lots of the actual property movies that used to personal.

Picture Credit score: Kevin Indig

In consequence, movies are much less essential in ecommerce search, whereas photos are more and more extra essential.

For those who’ve been creating and optimizing movies and haven’t seen the web optimization outcomes you needed on your merchandise/website, this might be your sign to put money into different varieties of content material.

Whereas this evaluation covers Google SERP knowledge particularly, it’d be a miss to not focus on the brand new buying options in ChatGPT.

Nevertheless, we don’t but have months and months of information on LLM-based conversational product suggestions to offer us good, clear info, so I anticipate there might be extra evaluation forward as soon as extra time passes.

ChatGPT’s buying expertise is beginning to look so much like Google’s – however with a twist: As a substitute of viewing lists of blue hyperlinks or a number of product grids, it curates a conversational shortlist with minimal product listings included.

No affiliate hyperlinks and no paid adverts (but).

Picture Credit score: Kevin Indig

OpenAI integrates real-time product knowledge from instruments like Klarna and Shopify, permitting ChatGPT to floor up-to-date costs, availability, critiques, and product particulars in a shoppable card-style format.

ChatGPT additionally affords a “Why you would possibly like this” and “What persons are saying” generative abstract when a particular product is clicked.

Picture Credit score: Kevin Indig

OpenAI affords the next steerage about how these merchandise are chosen [source]:

A product seems within the visible carousel when ChatGPT perceives it’s related to the person’s intent. ChatGPT assesses intent primarily based on the person’s question and different out there context, akin to reminiscences or customized directions….

When figuring out which merchandise to floor, ChatGPT considers:

• Structured metadata from third-party suppliers (e.g., worth, product description) and different third-party content material (e.g., critiques).

• Mannequin responses generated by ChatGPT earlier than it considers any new search outcomes. Be taught extra.

• OpenAI security requirements.

Relying on the person’s wants, a few of these components might be extra related than others. For instance, if the person specifies a finances of $30, ChatGPT will focus extra on worth, whereas if worth isn’t essential, it might deal with different points as an alternative.

OpenAI additionally explains how retailers are chosen for merchandise [source]:

When a person clicks on a product, we might present an inventory of retailers providing it. This listing is generated primarily based on service provider and product metadata we obtain from third-party suppliers. At present, the order during which we show retailers is predominantly decided by these suppliers….

To that finish, we’re exploring methods for retailers to offer us their product feeds straight, which can assist guarantee extra correct and present listings. For those who’re eager about taking part, full the curiosity kind right here, and we’ll notify you as soon as submissions open.

That being mentioned, it takes some trial and error to set off product suggestions straight within the chat.

For example, the immediate [can you help me find the best kayaks for beginners] ends in an output that features product suggestions, whereas the question [what are the best kayaks for beginners] ends in an inventory with out buying outcomes, options, or hyperlinks.

Prompts with action-oriented language like “are you able to assist me” and “will you discover” might have the next chance of providing buying outcomes straight within the chat, whereas queries like “what’s the finest” and “what are the perfect” and “evaluate the options of” might lead to a wide range of suggestions.