Google Ecommerce SERP Changes: 2025 vs. 2024
▼ Summary
– Google transformed its SERP into an AI-driven shopping marketplace in 2025, integrating AI Overviews, full-screen AI Mode, and visual product grids.
– AI Overviews are displacing traditional ecommerce SERP features, with image packs now dominating 90% of shopping queries.
– Discussion forums and videos are declining in Google Shopping SERPs, while question-based features like People Also Ask are increasing.
– Google introduced new shopping features like virtual try-on, price tracking, and direct checkout to compete with Amazon and enhance user experience.
– ChatGPT is evolving into a shopping assistant but lacks paid ads or affiliate links, relying on curated product recommendations based on user intent.
The evolution of Google’s ecommerce search results has taken a dramatic turn in 2025, transforming the SERP into a dynamic marketplace powered by AI. What began as a simple storefront in 2024 has now become an immersive shopping experience, blending organic results with AI-driven features that reshape how consumers discover and purchase products online.
A recent analysis of over 35,000 U.S. shopping queries reveals significant shifts in Google’s approach. AI Overviews now dominate the top of product-related searches, often replacing traditional product grids with curated recommendations. Visual elements like image packs have surged, appearing in over 90% of ecommerce searches, while user-generated content from forums has seen a noticeable decline.
One of the most striking changes is Google’s shift toward a full-screen AI Mode, offering an interactive shopping experience complete with filters, price tracking, and even virtual try-on features for apparel. This move mirrors Amazon’s marketplace model, with Google integrating direct checkout options and merchant badges to streamline the buying process.
Meanwhile, ChatGPT is emerging as a competitor in the shopping space, providing conversational product recommendations sourced from partners like Klarna and Shopify. Unlike Google, ChatGPT’s approach leans heavily on curated summaries rather than traditional listings, though its impact remains limited compared to Google’s entrenched dominance.
Key takeaway: from the 2025 data: AI Overviews are displacing organic product listings, making brand visibility in these summaries crucial for ecommerce success.
For businesses, these changes demand a strategic shift. Optimizing product images, securing placements in AI Overviews, and leveraging structured data for question-based queries are now essential tactics. As Google continues refining its AI-powered shopping experience, staying ahead means adapting to a landscape where search results and ecommerce increasingly merge into one seamless journey.
The full implications of these shifts will unfold in the coming months, but one thing is clear: Google’s SERP is no longer just a search tool, it’s a full-fledged shopping destination.
(Source: Search Engine Journal)
