Google Ecommerce SERP Features 2025 Vs. 2024

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 exchange conventional product grids, and introducing a full-screen “AI Mode.”

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

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

In at the moment’s Memo, I’m breaking down the state of Google Procuring SERPs in 2025. A 12 months later, the panorama appears to be like … completely different:

• AI Overviews have began to displace basic 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 at the moment (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 12 months. 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 in depth market for buying queries.

Nonetheless, Google now supplies an entire slew of SERP options and AI options for ecommerce queries which can be at the very least as impactful as AIOs and AI Mode.

In the meantime, ChatGPT & Co. are beginning to embrace 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 vogue, beds, vegetation, and automotive within the U.S. over the past 5 months utilizing seoClarity.

We’re revisiting that information at the moment, analyzing those self same key phrases and classes for July 2025.

The outcomes:

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

Concerning the information:

• This information particularly covers Google search outcomes and options. It doesn’t embrace ChatGPT, Perplexity, and so on. Nonetheless, we’ll contact on this briefly beneath.
• 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 embrace product-related queries throughout a broad spectrum, from model phrases (like Walmart) to particular person merchandise (iPads) and classes (e-bikes).
• If you happen to’re curious in regards to the actual checklist 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, positive.

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

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

• Google has absolutely transitioned right into a buying market by including product filters to go looking end result pages and implementing a direct checkout choice.
• These new options create an ecommerce search expertise inside Google Search and should considerably influence the natural site visitors retailers and retailers depend on.
• Google has quietly launched a direct checkout characteristic that enables retailers to hyperlink free listings on to their checkout pages.
• Google’s transfer to a buying market was seemingly 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 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.

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

• Photographs: 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 Photographs or on to supply pages.
• Merchandise: Shows a visible grid or carousel of merchandise with titles, photographs, costs, critiques, and retailers. This consists of free product listings (natural) and Product Itemizing Adverts (PLAs) (paid).
• Folks 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 consumer curiosity.)
• Issues To Know: An AI-driven characteristic that breaks a subject into subtopics and often misunderstood ideas. Discovered totally on broad, instructional, or commercial-intent queries, that is Google’s manner 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 “Folks Additionally Ask” actual property for buying or critiques queries.
• Data Graph: Shows structured information about an individual, model, product, or topic-sourced from trusted databases. Seems in a right-hand sidebar or embedded field.
• Shopping for Information: A characteristic that explains what to contemplate when searching for a product, e.g., “What to search for in a DSLR digicam.” Normally positioned mid-page for commerce-intent queries. It mimics a human assistant or product skilled’s recommendation. Comprises snippets and hyperlinks to sources.
• Native Itemizing: Reveals native enterprise listings with map, scores, hours, and fast name/location hyperlinks. Outstanding in searches with native intent like “shoe retailer close to me” or “espresso outlets in Detroit.”
• AI Overview: Generative AI abstract on the high of the SERP that solutions the question utilizing data 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. Might embrace timestamps, captions, or “key moments” for lengthy movies.
• Reply Field (a.ok.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 Procuring tab and sometimes in the primary SERP product grid (distinct from paid Procuring 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 consumer sentiment or editorial enter.
• FAQ: An expandable schema-driven block displaying widespread questions and solutions sourced from a selected web page. Sometimes seems beneath a website’s natural end result when FAQ schema is correctly applied.
• PPC: Sponsored hyperlinks proven on the high or backside of the SERP, marked “Sponsored” or “Advert.” These can present up as textual content, product photographs/grids, and so on.

Along with the usual SERP options tracked on this evaluation through the above checklist, 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.
• Procuring filters inline: Dynamic filters (model, coloration, value) inside AI Mode and Procuring grids.
• Digital try-on: This characteristic was just lately launched. It’s a generative AI module displaying garments on various physique varieties (increasing by class).
• Value monitoring/alerts: Customers can monitor value 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 characteristic that exhibits outstanding ecommerce domains (because of regulatory modifications within the EU).
• Trending merchandise/widespread merchandise: Highlights merchandise rising in recognition primarily based on current search exercise.
• Service provider star scores: Show overview scores and counts in summaries or tiles.
• Free delivery/returns labels: Highlighted callouts in product tiles.
• “Verified by Google” service provider badges: Google-trusted vendor icon in some listings.
• Fast comparability panels: Facet-by-side spec or characteristic comparisons (that is an early-stage rollout, just like Amazon’s product comparability panel or module).

For example with an instance, let’s say you’re in search of 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 basic natural outcomes, however beneath adverts, after all.

Immediately beneath the buying product grids, you might have conventional natural outcomes together with an on-SERP Shopping for Information, just like Folks Additionally Ask questions (which can be included additional down the web page).

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

Picture Credit score: Kevin Indig

On cell, 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 completely 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 search engine marketing perspective, the outstanding place of product grid (listings) and filters seemingly considerably impacts CTR, natural visibility, and finally, income.

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

Under is the desktop expertise through Chrome.

I’ve zoomed out right here so that you get the entire view, nevertheless it takes the consumer two to 3 scrolls to get to the product grid when in a normal view.

Picture Credit score: Kevin Indig

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

Picture Credit score: Kevin Indig

Conserving 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 information, as you’ll be able to in all probability 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 may seem like it represents minimal modifications if you look at it in a timeline view, however you’ll be able to see the pattern even higher when transferring AIOs to a second y-axis (beneath).

Picture Credit score: Kevin Indig

I anticipate AI Overviews to nonetheless present the product grids searchers have develop 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

After all, 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 a giant 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 sturdy product photographs, that are correctly optimized, continues to be essential for ecommerce search.

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

Although Reddit is the second most seen website on the net, I’m shocked 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 need to take into account monitoring for queries which can be straight associated to your merchandise, in case you’re not doing so already. (You are able to do this in basic search engine marketing 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

Plainly photographs have taken quite a lot of the actual property movies that used to personal.

Picture Credit score: Kevin Indig

Because of this, movies are much less essential in ecommerce search, whereas photographs are more and more extra essential.

If you happen to’ve been creating and optimizing movies and haven’t seen the search engine marketing outcomes you wished to your merchandise/website, this could possibly be your sign to put money into different varieties of content material.

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

Nonetheless, we don’t but have months and months of knowledge on LLM-based conversational product suggestions to offer us good, clear data, so I anticipate there will probably 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 information 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 may like this” and “What individuals are saying” generative abstract when a selected 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 consumer’s intent. ChatGPT assesses intent primarily based on the consumer’s question and different out there context, reminiscent of recollections or customized directions….

When figuring out which merchandise to floor, ChatGPT considers:

• Structured metadata from third-party suppliers (e.g., value, 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 consumer’s wants, a few of these components will probably be extra related than others. For instance, if the consumer specifies a finances of $30, ChatGPT will focus extra on value, whereas if value isn’t essential, it might concentrate on different elements as an alternative.

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

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

To that finish, we’re exploring methods for retailers to supply us their product feeds straight, which is able to assist guarantee extra correct and present listings. If you happen to’re fascinated about collaborating, full the curiosity kind right here, and we’ll notify you as soon as submissions open.

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

As an illustration, the immediate [can you help me find the best kayaks for beginners] leads to an output that features product suggestions, whereas the question [what are the best kayaks for beginners] leads to 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” could have the next chance of providing buying outcomes straight within the chat, whereas queries like “what’s the finest” and “what are the very best” and “examine the options of” could lead to a wide range of suggestions.

Picture Credit score: Kevin Indig

Featured Picture: Paulo Bobita/Search Engine Journal