How Google's AI Overviews Impact Ecommerce CTR
For ecommerce businesses, this shift raises critical questions about click-through rates (CTRs), organic traffic, and the role of an ecommerce SEO agency in navigating these changes.
This blog post explores the impact of AI Overviews on e-commerce CTRs, which is backed by recent data, and offers actionable strategies to adapt and thrive in this new era of search.
AI Overviews are designed to deliver immediate, contextually relevant answers by synthesizing information from multiple sources. Unlike traditional SERPs, which prioritize a list of links, AIOs often appear above organic listings, featuring summaries, product carousels, or knowledge panels.
For an ecommerce SEO agency, AIOs can accelerate the buying process by showcasing clickable product images, prices, and reviews directly on the SERP. However, this efficiency comes at a cost: reduced clicks to individual websites, particularly for informational and commercial-intent queries.
A 2025 study by Semrush, analyzing over 10 million keywords, found that 13.14% of all queries triggered AI Overviews in March 2025, up from 6.49% in January.
While informational queries dominate AIO triggers (88.1%), commercial-intent queries, such as 'buy running shoes' or 'best laptops under $500,' accounted for 19% of AIO appearances.
This overlap with e-commerce-relevant searches underscores the need for strategic adaptation.
The introduction of AI Overviews has led to a measurable decline in CTRs for traditional organic listings, particularly for non-branded keywords. Here's a detailed look at the data and its implications for ecommerce: Significant CTR Declines for Non-Branded Queries: According to Ahrefs, the presence of AI Overviews results in a 34.5% drop in position 1 CTR for non-branded keywords.
For ecommerce sites relying on generic product searches (e.g., 'wireless headphones'), this reduction in clicks translates to fewer opportunities for conversions. Branded Queries Offer Resilience: Branded searches, such as 'Nike running shoes,' are less likely to trigger AI Overviews (only 4.79%) and, when they do, see an 18.68% CTR boost.
This is attributed to stronger user intent and brand loyalty. Ecommerce businesses with established brand recognition can leverage this to maintain traffic, but smaller retailers or those dependent on non-branded traffic face greater challenges. Industry-Specific Trends: BrightEdge's 2025 data highlights that ecommerce queries are less impacted by AIOs compared to sectors like healthcare (90% query coverage).
Ecommerce AIO coverage dropped from 29% to 4%, suggesting Google prioritizes direct product displays over summaries for commercial searches. However, when AIOs do appear, they often push organic listings below the fold, reducing visibility. Zero-Click Searches on the Rise: SparkToro's 2025 study revealed that 58% of Google searches result in zero clicks, as users find answers within AIOs.
For ecommerce, this trend is particularly concerning for informational content (e.g., 'how to choose a laptop') that funnels users into the purchase journey.
Retailers must rethink content strategies to capture clicks at different stages of the buyer's journey.
An ecommerce SEO agency brings specialized expertise to address the complexities of AI-driven search.
These agencies use advanced tools like Semrush, Ahrefs, and Google Search Console to monitor AIO triggers, track CTR changes, and optimize for both traditional and AI-enhanced SERPs.
Their role is pivotal in helping businesses adapt to reduced organic clicks while maximizing visibility within AIOs. Here's how they can make a difference: Data-Driven Insights: Agencies analyze keyword performance to identify which queries trigger AIOs and adjust strategies accordingly. For example, Amsive's study showed that keywords with AIOs require top 1-3 rankings to maintain visibility, a nuance that requires precise optimization.
Structured Data Implementation: Agencies enhance product pages with schema markup to make them AI-readable, increasing the likelihood of appearing in AIO product carousels.
Content Diversification: Beyond product listings, agencies create high-value content (e.g., buying guides, FAQs) that aligns with AIOs' preference for detailed, user-focused answers.
To counteract the impact of AI Overviews and maintain ecommerce CTRs, businesses must adopt a proactive, multi-faceted approach. Below are technical and strategic steps, informed by the latest research, to optimize for AIOs: Optimize for Top Organic Rankings
Despite AIOs, 75% of links in AI Overviews come from the top 12 organic positions. Focus on securing positions 1-3 for high-value commercial keywords using: Keyword Research: Target long-tail, conversational keywords (e.g., 'best wireless earbuds for running 2025') that align with AIO triggers.
On-Page SEO: Enhance title tags, meta descriptions, and headers with precise, intent-driven language.
Technical SEO: Improve page load speed and mobile-friendliness, as Google's AI evaluates user experience metrics like bounce rate and time on page. Leverage Structured Data for Product PagesStructured data (e.g., Schema.org Product markup) makes product details like price, reviews, and availability machine-readable, boosting AIO inclusion. Elastic Path's analysis recommends: Adding attributes like size, material, and ratings to product schemas.
Using tools like Elastic Path Studio for SEO-optimized landing pages with built-in structured data. Create AIO-Friendly Content
AIOs favor concise, authoritative content that directly answers user queries. Develop: FAQs and Buying Guides: Address specific pain points (e.g., 'What to look for in a gaming laptop').
Video Content: Optimize YouTube videos with detailed descriptions and tags, as Google prioritizes video in AIOs.
Case Studies: Share real-world applications to differentiate from generic AIO summaries, as suggested by WordStream. Double Down on Branded Searches
Strengthen brand visibility to capitalize on the CTR boost for branded queries. Tactics include: Brand Campaigns: Run Google Ads to reinforce brand presence above AIOs.
Social Media Engagement: Build loyalty through platforms like X, where users discuss AIO impacts.
Newsletter Subscriptions: Reduce reliance on search traffic by fostering direct audience relationships. Monitor and Adapt with Analytics
Use tools like Google Search Console and Ziptie to track AIO presence and CTR shifts. Compare pre- and post-AIO performance to identify affected keywords and refine strategies. An ecommerce SEO agency can automate this process, providing real-time insights.
Google's AI Overviews are not a passing trend but a fundamental shift in search behavior. By 2026, Gartner predicts a 25% drop in traditional search volume, with AI-driven interfaces gaining prominence.
Ecommerce businesses that adapt now—by optimizing for AIOs, leveraging structured data, and diversifying traffic sources—will maintain a competitive edge.
Working with an ecommerce-focused SEO agency can support this transition. Agencies like ResultFirst are part of the broader shift toward aligning SEO strategies with emerging AI-driven search models.
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