Will AI search replace Google for product discovery in ecommerce?
AI tools handle research, but Google still dominates product discovery via Shopping Graph and marketplace-style SERPs.
AI platforms like ChatGPT, Perplexity, and Claude are increasingly part of the buying journey. They act as research assistants, scanning data and summarizing options for consumers. Still, Google remains the backbone of ecommerce discovery. Its Shopping Graph includes more than 35 billion product listings, giving it unmatched depth. Google is also shifting its search results to look more like online marketplaces, with visual product cards and category-style layouts. This means that while AI will influence awareness and early research, Google is still the primary driver of actual purchase decisions.
This trend highlights a dual reality for ecommerce:
- AI tools are excellent at early-stage research, comparisons, and answering product-related questions. For example, a user might ask ChatGPT “what’s the best running shoe under $100?” and get a curated list.
- Google, however, owns the transaction funnel. When customers are ready to evaluate sellers, compare shipping, and check reviews, they often return to Google.
As an example, think of a shopper considering a coffee machine. They might ask ChatGPT which features to look for, but when it comes time to choose between Brand A and Brand B, they’ll likely end up on Google’s Shopping results comparing prices, delivery times, and reviews.
