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For a while now, SERP features have made SEO for ecommerce distinctly different from other verticals like B2B or local. And yet, most teams still measure success against classic search results. Without third-party tools, it’s hard to get a full picture from the data that Google reports. As a result, some retailers fall significantly behind while thinking they’re ahead of the game.
And so the problem remains remarkably hidden. To make it visible, I used ecommerce tracking platform Audience Key to analyze 4,000+ keywords and almost 40,000 product grids over nine months.
Product Grids Get Higher CTRs Than Organic Results
Product grids aren’t just another SERP feature to track in your dashboard. They represent Google’s final transformation from search engine to shopping marketplace – a change I’ve been documenting since ecommerce shifts, where I showed how Google merged web results and shopping tabs.
There’s evidence that product grid CTRs are higher than classic search results. Advanced Web Ranking data shows product grids cut the CTR on organic results in half.
The quantitative data confirms observations from Brodie Clark, who reports an example of up to 58% CTR on product grids. I see the same with my clients.
When I analyzed the state of ecommerce SERP features, images and product listings were already becoming dominant. But product grids take this visual transformation to its logical conclusion: They push traditional blue links so far down the page that they become secondary navigation options, not primary discovery mechanisms.
Product grids are:
- Filterable: Users can narrow by price, brand, condition, and features without leaving the SERP.
- Visual-first: High-quality product images take center stage, not meta descriptions.
- Dynamic: Content updates as Google crawls your Merchant Center feed, not when they re-index your page.
- Commercial: They only appear for queries with shopping intent, creating a two-tier search system.
Product Grid Placements Grew 82% In 9 Months
Google is allocating significantly more prime real estate to visual product feeds over traditional text results.
In May 2025, there were 1,825 total grid placements among these brands.
By February 2026, that number skyrocketed to 3,321 – an 82% increase in just nine months.
In fact, 96% of all SERPs in this dataset show product grids!
- 40% of SERPs show only one product grid.
- 32% show two grids.
- 22% show three.
- 6% show four or more.
And surprisingly, the number of more than one product grid in a single SERP declined by -4% over the last nine months.
Case Study: 4 Brands Fighting For First Place
The product grid takeover is a great opportunity to show how brands can get left behind when they miss the train. The laptop…
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