73% of all online sales start with a Google search. The e-commerce industry is worth $1.2 trillion in the USA and €730 billion in Europe. It is growing 8% year on year, and Google, the very place that generates that first spark of interest, is changing the way users search.
Conversational e-commerce is coming. In 2026 we are seeing a transition to AI Overviews for Google Shopping searches. Google may even implement a native basket and fulfilment to keep purchases inside Google. AI Overviews carry up to 40% fewer shopping results, and conversations evolve over time, narrowing down the products consumers see.
So what does this mean for you?
The very place consumers are searching for the products you sell is becoming more targeted and more competitive, with fewer slots for your products to show.
Your goal is to understand your exact costs, to know exactly how much margin you have, so you can confidently advertise your products to win the placement in conversational searches, AI Overviews and the standard Shopping carousel, whilst staying profitable.