If you run an online store, you’re going to want to read this. Google’s new AI (artificial intelligence) shopping tools are here, and they’re not playing nice. In fact, they might be plotting to replace your beloved web shop entirely.
Back in May, Google rolled out AI Mode – its jazzy new shopping experience powered by its in-house brainiac, Gemini. It hooks into the Shopping Graph (which tracks over 50 billion product listings) and lets shoppers do everything from asking “What’s the best toaster under £50?” to trying on jeans virtually, using actual photos of themselves.
It even includes something called agentic checkout. What does that mean? Basically, Google’s AI can now buy stuff on behalf of your customers. Automatically. Based on their preferences. While they sip coffee and scroll TikTok.
So, here’s the big question: if Google lets people browse, compare, try on, and buy – all without ever visiting your site – why would they bother clicking through to your web shop at all?
It’s déjà vu for brick-and-mortar stores. Just like footfall fell off a cliff when e-commerce arrived, your web shop traffic could do the same if shoppers get everything they need without leaving Google. The search engine is becoming the entire funnel – from discovery to checkout.
Now, don’t panic – there’s still time to adapt.
Here’s what businesses can do:
• Feed Google clean, structured product data
• Double down on brand building, loyalty and community – everything Google can’t replicate
• Grab email signups, app downloads and SMS opt-ins to maintain direct contact
Your web shop may not be dead – but it’s got a target on its back. At Engage Web, we help businesses adapt to the changing landscape – so they don’t become the next Blockbuster in a Netflix world.
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