E-commerce
September 18, 2026
Are you wondering how the antitrust lawsuit against Google will impact your online store? This lawsuit, filed by the US Department of Justice, aims to dismantle Google's monopoly on search and online advertising. For merchants, this could mean changes in advertising costs, SEO, and sales channels.
The outcome of this trial is uncertain and could take years. It is therefore crucial to understand what is at stake and prepare your strategy to remain competitive, regardless of the verdict.
So, how can you anticipate the consequences of the antitrust lawsuit against Google for your store? On the agenda:
What is the antitrust lawsuit against Google?
What are the risks for your advertising strategy?
How to diversify your acquisition channels?
What impact on your organic search engine optimization (SEO)?
How can Qstomy help you secure your revenue?
Let's go.
Summary
What is the Google antitrust trial?
On October 20, the US Department of Justice and 11 states filed an antitrust lawsuit against Google. The goal is to prove that Google abused its dominant position to maintain monopolies in online search and related advertising.
The term "antitrust" refers to laws that prevent monopolies that harm competition. The US government believes that Google restricts competition and innovation. The trial focuses on search and advertising activities, not on other services like YouTube.
For a merchant, understanding this trial is essential. It could redefine the rules of the online marketing game. Google's practices, such as giving priority to paid ads, are at the heart of the concerns.
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Why is Google accused of a monopoly?
The government accuses Google of being a "monopolistic gatekeeper of the internet." Concretely, Google is said to control the vast majority of search access points on computers and mobile devices in the United States. This control is carried out through exclusionary agreements with partners like Apple, Samsung, and telecom operators.
These agreements require these partners to make Google the default search engine. They also prevent the installation of competing search engines. For example, Android phone manufacturers must pre-install a suite of Google applications and cannot remove them.
For your shop, this means that Google has a significant advantage. It is difficult for a competitor to emerge, and advertisers have no choice but to go through Google to reach their audience. This situation could change if the lawsuit succeeds.
What are the risks for your advertising strategy?
The Department of Justice claims that advertisers must "pay a toll" to Google's advertising monopolies. In plain terms, companies have no credible alternative for online advertising. This lack of competition allows Google to increase advertising costs without fear of losing customers.
For your store, this represents a direct financial risk. Your acquisition costs could continue to rise. If the lawsuit succeeds, competition could intensify, which could drive prices down. But in the meantime, you have to deal with this reality.
It is therefore crucial not to rely solely on Google advertising. Explore other channels such as social media, emailing, or search engine optimization (SEO). Diversifying your traffic sources is a safeguard against the volatility of advertising costs.
How can the lawsuit affect your SEO?
The government accuses Google of having "pushed organic links lower and lower in search results" to highlight paid ads. For merchants, this means that natural search engine optimization is less effective than before. Your efforts to create quality content are being penalized.
If the lawsuit succeeds, Google could be forced to modify its algorithms. This could restore visibility to organic results. But you shouldn't wait for this possibility to take action. Continue to optimize your site for search, but with a long-term vision.
To improve your SEO, focus on the quality of your content and the user experience. Check out our guide on e-commerce SEO strategy for category pages for practical tips. Good SEO is a lasting asset, regardless of the verdict.
What is the impact on consumers and innovators?
The trial does not only concern businesses. Consumers are also affected. With limited search options, they are "forced to accept Google's policies, privacy practices, and use of personal data." This situation could change if competition is restored.
For innovators, Google's monopoly is a barrier. Exclusionary agreements and exclusive access to data prevent the emergence of new search engines. The government notes that "no company can attempt to produce a viable, competitive search engine without access to data."
For your store, a more competitive ecosystem could be beneficial. More innovation potentially means new tools and channels to reach your customers. Stay tuned to market developments to seize opportunities.
How do exclusive dealing agreements reinforce monopoly?
Exclusionary agreements are at the heart of the accusation. To use Android, manufacturers like Samsung must sign contracts that prevent them from developing their own search functions. They must also pre-install Google's applications and not allow their removal.
These agreements include clauses on default settings. Google forces its partners to make Google the default search engine on browsers and devices. Even Apple entered into such an agreement for its Safari browser. The government believes that most users do not change these settings.
For your store, this means that Google has a dominant position that is difficult to challenge. But if the lawsuit succeeds, these agreements could be banned. This would open the door to more competition and potentially lower advertising costs.
What is the role of big data in this trial?
Large-scale data collection is another key point of the trial. Google can collect, combine, and analyze an incredible amount of data. This mass of data allows it to improve its search engine and eliminate competition. Without access to this data, no competitor can emerge.
Since 2009, no other search engine has exceeded a 10% market share, while Google holds between 80 and 90%. This dominance is "self-reinforcing": the more data Google has, the more efficient its search engine is, and the more users it attracts.
For your store, this means that Google has a considerable head start. But you can use your own data to optimize your strategy. Analyze your visitors' behavior to improve your conversion rate. This is a lever that you control.
What are the consequences for e-commerce merchants?
E-commerce merchants are doubly impacted. They are both advertisers and consumers. But they suffer an additional penalty: their efforts to improve their organic ranking are less effective. Google pushes organic results down to highlight paid ads.
This increases costs, reduces competitiveness, and limits merchants' ability to attract customers. The government states that this "reduces competitiveness and limits merchants' ability and incentive to attract customers." It is a vicious cycle for small shops.
To survive, you must diversify your acquisition channels. Do not put all your eggs in the Google basket. Explore social media, influencer marketing, emailing, and SEO. A multi-channel strategy is more resilient to regulatory changes.
How to diversify your acquisition channels to protect yourself?
Diversification is your best protection against the uncertainty of the lawsuit. If Google is forced to change its practices, your shop will not be affected if you have other sources of traffic. Start by strengthening your presence on social media where you can interact directly with your customers.
Emailing is another powerful channel. Unlike ads, you own your contact list. You can contact them at any time without paying for advertising. It is a valuable asset for your business. Also consider content marketing to attract organic traffic.
To optimize your efforts, understand the differences between channels. Check out our article on the differences between e-commerce marketing and advertising. A balanced approach will make you less vulnerable to market changes.
What are the next steps in the trial?
The trial could take years to reach a conclusion. Antitrust proceedings are complex, and appeals are frequent. In the meantime, Google continues to operate as before. Merchants must therefore deal with the status quo while preparing for potential changes.
It is possible that the trial will lead to an out-of-court settlement. Google could agree to modify certain practices without going through a judgment. In this case, the changes could be gradual. It is therefore important to monitor the situation as it develops.
In the meantime, focus on what you can control. Optimize your store, improve your customer service, and diversify your channels. A strong store will withstand any regulatory changes. To avoid common mistakes, check out our article on the reasons why an e-commerce business fails.
How does Qstomy help secure your income in the face of these changes?
Qstomy is a Shopify AI agent that helps you maximize your revenue, regardless of changes in online advertising. By optimizing your conversion rate, you reduce your reliance on paid channels. Qstomy guides your customers to purchase with personalized recommendations.
Concretely, Qstomy helps you increase the average cart value through upselling and cross-selling. It also facilitates package tracking and customer service. A better customer experience means more recurring sales, without having to pay for advertising. It is a sustainable growth lever.
With more than 100 merchants supported, Qstomy is designed for Shopify stores that want to optimize their sales funnel. To learn more about data usage, check out our guide on training an e-commerce chatbot with Shopify data. Secure your revenue today.
What checklist should you use to prepare your shop for changes?
Here is a checklist to prepare you for potential changes resulting from the antitrust trial. It will help you strengthen your store and reduce your dependence on Google.
In brief
Diversify your acquisition channels (social media, email marketing, SEO).
Optimize your conversion rate to make every visitor profitable.
Improve your customer service to retain your buyers.
Monitor the progress of the trial and adapt your strategy.
FAQ
Will the trial lower my advertising costs? Not immediately. The trial could take years. But in the long run, more competition could drive prices down.
Should I stop advertising on Google? No, Google remains an effective channel. But do not make it indispensable. Diversify your traffic sources.
How can I improve my SEO in the meantime? Focus on the quality of your content and user experience. Check out our guide on e-commerce site optimization for Google.
To go further: How does SEO work for e-commerce sites? - Qstomy, How to create a payment gateway for an e-commerce site? - Qstomy.
Enzo
September 18, 2026
