Google Search is changing fundamentally: AI Overviews – AI-generated summaries directly in search results – now appear for 44% of all searches. This has dramatic effects on online shop traffic: click-through rates to organic results drop by up to 46%. In this article, we explain what AI Overviews are, how they affect your e-commerce business, and which strategies work for 2026.
What are Google AI Overviews?
AI Overviews (formerly known as SGE – Search Generative Experience) are AI-generated summaries that Google displays directly above traditional search results. Instead of presenting a list of links, Google summarizes the answer to a search query itself – based on content from various websites.
For users, this is convenient: they get an immediate answer without having to visit a website. For website operators and online shops, it's problematic: if Google already provides the answer, why would anyone click?
While Featured Snippets show a text excerpt from a single website, AI Overviews generate new summaries from multiple sources. The source attribution fades into the background.
The Numbers: How Strong is the Impact
Various studies show the extent of the change. The data is alarming for anyone relying on organic traffic:
44% AIO Coverage
AI Overviews appear for 44% of all US searches – an increase from 26.6% within one year (BrightEdge).
-46% Click-Through Rate
When an AI Overview is displayed, the probability of clicking on organic links drops by almost 50% (Pew Research).
+475% Mobile Growth
On mobile devices, the frequency of AI Overviews increased by 475% year-over-year (BrightEdge).
69% Zero-Click
Zero-click searches rose from 56% to 69% between May 2024 and May 2025 – parallel to the AIO rollout (SparkToro/Datos).
In January 2025, organic CTR for searches with AI Overviews dropped from 1.41% to 0.64% – a decline of more than half. For SEO-optimized shops, this means: the rules have changed.
Which Searches are Affected?
Not all searches are equally affected. Google shows AI Overviews selectively for certain query types:
| Query Type | AIO Frequency | E-Commerce Relevance |
|---|---|---|
| Informational ("what is...") | Very high | Guides, tutorials |
| Commercial ("best...") | High | Comparisons, reviews |
| Navigational ("Brand XY") | Low | Brand searches |
| Transactional ("buy") | Moderate (12.5%) | Product pages |
The good news for Shopware shops: purely transactional searches ("buy Nike Air Max") are less affected, as Google already uses specialized SERP features like shopping results and ads here. The bad news: commercial intent keywords ("best running shoes 2026") are increasingly covered by AI Overviews.
The share of transactional keywords with AI Overviews has risen to 12.5% – and growing. E-commerce sites are no longer protected.
Traffic Losses: What Shops Report
The impact on organic traffic is real and measurable. SEOs report 20 to 60% traffic loss on affected pages. Particularly hard hit are:
- Guides and tutorials – Classic "how to choose..." content is answered directly by Google
- Product comparisons – "Best X vs. Y" content loses relevance
- FAQ pages – Simple questions are answered by Google itself
- How-to content – Instructions are summarized in AI Overviews
For content marketing strategies, this means rethinking: content that only informs is no longer enough. It must provide value that Google cannot simply extract.
Google AI Mode: What's Coming in 2026
AI Overviews are just the beginning. Google is already testing AI Mode – a completely AI-driven search experience where traditional links fade even further into the background. SEOs expect websites to continue losing traffic.
The forecast for 2026: AI Overviews will aggressively expand. E-commerce brands need to rethink how they show up in search – or risk being buried beneath Google's generative content layer.
The next step: AI agents that autonomously shop for users. Instead of searching themselves, an agent takes over product selection. This fundamentally changes the customer journey.
Strategies for E-Commerce 2026
How can online shops respond to these changes? Here are proven strategies:
1. Get Cited in AI Overviews
If you're going to appear in AI Overviews, appear as a source. Google's algorithms prioritize content that meets E-E-A-T guidelines: Experience, Expertise, Authoritativeness, Trust. Show real product experience and expertise.
2. Perfect Structured Data
Product Schema is essential for e-commerce visibility – including price, availability, and reviews. Important: AI crawlers often miss JavaScript-injected structured data. Implement schema markup via server-side rendering or static HTML.
3. Create Unique Value
Content that Google can't simply summarize: original research, real product tests, video demonstrations, interactive tools. Our AI solutions help create unique content efficiently.
4. Prioritize Brand Building
Direct brand searches ("Nike running shoes") are less affected by AI Overviews. Invest in brand awareness so users search directly for you instead of generic terms.
5. Diversify Traffic Sources
Reduce dependence on Google. Social commerce, email marketing, marketplace integrations, and direct customer relationships become more important.
Optimize E-E-A-T
Make expertise and trust visible
Implement Schema
Structured data for AI crawlers
Unique Content
Content Google can't copy
Technical Optimization for AI Overviews
Beyond content strategies, there are technical measures that increase your chances of being cited in AI Overviews:
- Server-side rendering for structured data
- Clear, semantic HTML structure
- Optimize Core Web Vitals
- Ensure mobile-first indexing
- Guarantee crawlability of all important content
- FAQ schema for frequently asked questions
The technical foundation must be solid: a high-performance Shopware shop with clean architecture has better chances of being correctly captured by Google's AI systems.
Case Study: E-Commerce After AI Overviews
A practical example: An outdoor equipment retailer lost 35% of their organic traffic to guide pages after the AIO rollout. The recovery strategy:
- Unique product tests – Own test reports with photos and videos instead of manufacturer info
- Expert authors – Product reviews from certified mountain guides and outdoor professionals
- Interactive tools – Shoe advisor, size finder, that Google can't copy
- Community content – Real customer experiences and user-generated reviews
The result after 6 months: The lost traffic wasn't fully recovered, but the conversion rate increased by 28% – the visitors who still came were more ready to buy.
Frequently Asked Questions About AI Overviews
Yes, you can use the nosnippet tag. However, this also prevents featured snippets and can reduce your overall visibility. A trade-off is necessary.
Partially. Shopping and product searches are less affected, but the share of transactional keywords with AI Overviews is growing – currently at 12.5% and rising.
Compare CTR and traffic for keywords with and without AI Overviews in Search Console. Tools like Semrush and Ahrefs also show AIO presence for your rankings.
Yes, Google prioritizes trustworthy sources with proven expertise. E-E-A-T signals (authors, sources, transparency) increase your chances of being named as a source.
AI Overviews are summaries above search results. AI Mode is a completely AI-driven search experience where traditional links fade even further into the background – and even stronger traffic losses are expected.
Not necessarily less, but different. Focus on unique value that Google can't simply copy: original research, real tests, interactive elements, video content.
Conclusion: Adapt, Don't Give Up
AI Overviews are changing the rules for SEO and e-commerce. Organic traffic will never be the same as before – but that doesn't mean the end for online shops. It means adaptation.
The winners will be those who provide real value that Google can't simply summarize. Unique product experiences, original content, strong brands, and diversified traffic sources are the way forward. Those who adapt now are equipped for 2026 and beyond.
This article is based on data from: BrightEdge Research (AI Overviews Study, 2025), Pew Research Center (Search Behavior Study, 2025), and industry reports from Semrush and Ahrefs. The numbers cited may vary depending on timing and search queries.
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