E-commerce
September 30, 2026
Wondering how Google is transforming SERPs for shopping? Search results are evolving: product grids and knowledge panels are appearing directly on the results page, changing the way shoppers compare prices and visit online stores. For merchants, this is a new challenge: capturing the click is becoming more complex, but structured data offers a visibility opportunity.
This evolution brings new rules of the game, particularly for organic search engine optimization and the presentation of product sheets. Understanding these changes is essential to adapt your store and stay competitive.
So, how is Google transforming SERPs for shopping? On the agenda:
What is the new product grid in SERPs?
How do shopping knowledge panels work?
Why is structured data crucial?
How to optimize your product sheets for these new features?
What impact on your e-commerce traffic strategy?
Let's go.
Summary
What is the new product grid in the SERPs?
Google has introduced a product grid directly on the results page for shopping queries. For example, if you search for "women's blue summer dress," you will see a row of product tiles below the sponsored ads and local results. Each tile displays the product name, an image, the price, the store name, rating stars, and the number of reviews.
This grid works differently from traditional organic results. Instead of sending the shopper to a product page on your site, the tiles lead to shopping knowledge panels that load directly in the SERP. These panels look like product sheets, but with one major difference: they include a list of merchants with their prices.
For consumers, this is a considerable time-saver for comparing offers. For e-merchants, it is a new challenge: how to stand out in this grid and get the click?
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How do shopping knowledge panels work?
Shopping knowledge panels are detailed cards displayed in the SERP. They contain the essential information of a product: images, description, price, reviews, and above all, a list of merchants. This list is sorted by default according to the store's name, but buyers can reorganize it by size, color, price, or other variants.
This feature is particularly useful for comparing prices at a glance. However, it reduces the importance of unique landing pages. Many buyers will go directly from the product grid to the knowledge panel, then to a merchant's product page. For online stores, this means that the product sheet must be flawless to convert this traffic.
Merchants who do not provide complete structured data risk disappearing from these lists, especially if buyers use sorting filters.
Why is structured data crucial?
Structured data, such as Schema.org markup, is the fuel for Google's new shopping features. It is thanks to this data that the search engine understands your product information: price, availability, reviews, variants. Without this markup, your products have little chance of appearing in shopping grids and knowledge panels.
Google has expanded its support for product structured data, notably with new classes for shipping fees, returns, and variants (sizes, colors, materials). This evolution puts to rest debates over the utility of one type of markup or another: if you want to be visible in shopping, it is essential to implement them correctly.
For merchants without a developer, tools like Wordlift or Schema App facilitate implementation. You can also use ChatGPT to generate the Schema markup for your products.
How to optimize your product sheets for these new features?
To take advantage of the new features, start by checking that your product sheets contain all the required structured data. Make sure to include price, availability, reviews, and especially variants (sizes, colors, materials). Use the shipping and returns classes recently added by Google.
Next, test your pages with Google’s Structured Data Testing Tool to detect any errors. Once the markup is in place, monitor your performance in Search Console to see if your products are appearing in grids and panels.
Do not forget that the quality of images and descriptions still matters. Product tiles are visual: sharp photos and clear titles increase your chances of attracting clicks.
What is the impact on your e-commerce traffic strategy?
Google's new features are pushing classic organic results further down the page. With AI overviews, shopping ads, pay-per-click advertisements, local packs, forums, image carousels, and now product grids, it is possible to rank first organically and receive less traffic than before.
This trend challenges the value of SEO as a primary marketing channel. Merchants must diversify their traffic sources: social media, email marketing, optimization for generative AI. However, Google's audience remains massive, and it would be unwise to ignore it.
The key is not to put all your eggs in one basket. Organic traffic is becoming riskier, but it remains an essential component of a balanced strategy.
How are product tiles ordered in the grid?
The ranking of product tiles in the grid remains opaque. Google does not disclose the exact criteria, but it is certain that structured data plays a key role. Products with complete and accurate markup are more likely to appear and be well-positioned.
Reviews and ratings are also important factors. The tiles display stars and the number of reviews, which influences shoppers' decisions. Encourage your customers to leave reviews and manage your online reputation.
Finally, data freshness matters. Make sure your prices and stock levels are up to date in your markup, otherwise you risk losing shoppers' trust and being penalized by Google.
Which tools can be used to implement Schema markup without a developer?
If you do not have a developer, several tools facilitate the implementation of Schema markup. Wordlift and Schema App are two popular solutions that automatically generate structured data for your product pages. They often integrate with major CMS and e-commerce platforms.
You can also use ChatGPT to generate the JSON-LD code for your products. Simply provide the information (name, price, description, variants) and the AI generates the markup. Then, you just need to integrate it into your page code.
Whichever method you choose, always test the result with Google's Structured Data Testing Tool to ensure it is valid.
What impact will this have on competition with Amazon?
Google's new features could benefit Amazon. Thanks to the breadth and depth of its catalog, Amazon will likely appear in many shopping knowledge panels. In addition, Amazon could use aggressive pricing to undercut smaller e-retailers in merchant listings.
For independent stores, this means it is crucial to differentiate themselves. Focus on the quality of your product listings, authentic customer reviews, and an impeccable shopping experience. Complete structured data will help you stay visible, but competition will be fierce.
It is also important to monitor your prices and adjust your strategy to stay competitive, without sacrificing your margins.
Will websites disappear with SGE?
Some experts speculate that if everything is converted into a Search Generative Experience (SGE) and only e-commerce sites survive, the top of the funnel will disappear. Transactional queries will remain, but users may need fewer domains. Others, like Mike King, CEO of iPullRank, recall that the death of websites was already announced with the arrival of mobile applications, and that did not happen.
It is likely that websites will remain essential, but their role is evolving. They are becoming showcases of trust and conversion, while discovery increasingly takes place via enriched SERPs and social platforms.
For merchants, it is important to maintain a quality site, but also to diversify acquisition channels.
How to diversify your traffic sources?
Faced with SERP volatility, it is essential not to rely solely on organic traffic. Diversify your sources: social media, email marketing, optimization for generative AI, paid advertising. TikTok, Instagram, and even Reddit are becoming important product discovery channels.
Email marketing remains a powerful channel for building loyalty and generating recurring sales. AI chatbots can also help guide buyers and answer their questions, thereby improving conversion.
Finally, monitor trends and adapt quickly. Algorithms change, but consumer needs remain: finding the right product at the right price, with a seamless shopping experience.
How can Qstomy help improve conversion?
Qstomy, the Shopify AI agent, helps merchants improve conversion and customer experience, which is crucial in an environment where traffic is more expensive to acquire. By guiding buyers to the right product, offering personalized recommendations, and handling objections before purchase, Qstomy increases the conversion rate.
With features like parcel tracking, return management, and automated customer support, Qstomy ensures a seamless post-purchase experience, encouraging loyalty and positive reviews. These reviews are precisely what Google highlights in its new product grids.
By integrating Qstomy, you optimize every step of the customer journey, from search to delivery, which offsets the decline in organic traffic by improving the profitability of each visitor.
Checklist to prepare for the new Google features
Here is a checklist to prepare you for Google's new features:
Implement structured data: comprehensive Schema.org markup for all your products, including variants.
Test your pages: use the structured data testing tool to validate your markup.
Optimize your product listings: high-quality images, clear titles, detailed descriptions.
Encourage reviews: set up a system to collect customer reviews.
Diversify your traffic sources: social networks, email, generative AI.
In brief
Google's shopping SERPs are transforming how shoppers discover and compare products. Structured data has become essential to remain visible. Adapt your strategy and diversify your channels to stay competitive.
FAQ
What is a shopping knowledge panel? It is a product card displayed directly in the SERP, with a list of merchants and their prices.
How do I appear in the product grid? By correctly implementing Schema.org structured data on your product listings.
Are structured data mandatory? Yes, to have a chance of appearing in Google's new shopping features.
To go further: E-commerce SEO strategy for category pages - Qstomy, Can you use Wix for an e-commerce site? - Qstomy, E-commerce CRM and customer support: using the right data to respond better - Qstomy, E-commerce knowledge base: structuring sources for support and chatbots - Qstomy, How does SEO work for e-commerce sites? - Qstomy, How to optimize an e-commerce site for Google (step-by-step guide) - Qstomy, Pre-purchase questions in e-commerce: the 30 objections to address on your site - Qstomy.
Enzo
September 30, 2026
