Winning When No One Clicks: How eCommerce Brands Compete in Zero-Click Search

Today, search visibility doesn’t always lead to site visits, and for eCommerce brands, that’s a serious problem. Google’s AI Overviews, product carousels, and interactive SERP features increasingly give shoppers the information they need without ever clicking through. This rise of zero-click searches means users can compare prices, read reviews, and even find store details—all directly within Google’s SERP. For retailers, that translates to fewer clicks, fewer conversions, and shrinking opportunities to guide the customer journey. But zero-click doesn’t have to mean zero organic opportunity. By optimizing your product data, brand authority, and on-SERP experience, eCommerce businesses can turn these frictionless searches into powerful moments of brand exposure and assisted conversions that drive long-term sales growth.

What Are Zero-Click Searches?

Zero-click searches happen when Google answers a user’s query directly on the search results page, meaning no click is needed to get information. This format has rapidly expanded since Google introduced AI Overviews, a generative search experience built to compete with conversational AI tools like ChatGPT. Instead of linking users to multiple sites, Google’s AI synthesizes content from several sources and presents a summarized answer at the top of the SERP.

For eCommerce brands, this shift is significant. Shoppers can now see product comparisons, reviews, pricing information, and even “buy” buttons directly within search results without ever visiting a retailer’s site. While this streamlines discovery for consumers, it also means brands are losing valuable touchpoints in the buyer’s journey. Visibility is no longer enough; eCommerce businesses now need to optimize for on-SERP presence, structured data, and brand recognition to ensure their products and expertise appear where shoppers are making decisions, even if those decisions happen before a click.

Some 80% of consumers now rely on zero-click results in at least 40% of their searches, reducing organic web traffic by 15% to 25%, according to December 2024 data from Bain & Co.

Why Zero-Click Searches Are Growing in 2025

The surge in zero-click searches is a direct result of Google’s race to stay competitive in an AI-dominated search landscape. Since the rise of ChatGPT and other conversational AI platforms, users have grown accustomed to getting fast, contextual answers without sifting through multiple links. In response, Google has doubled down on features like AI Overviews, People Also Ask, and visual shopping modules that keep users engaged within its own ecosystem. By answering queries directly on the results page, Google maintains user trust and ad revenue while also positioning its AI as the first and final step in the search journey.

For eCommerce brands, this evolution presents both challenges and opportunities. On one hand, it’s harder to capture organic traffic when Google showcases prices, reviews, and inventory in rich snippets and product listings. On the other, brands that structure their data correctly, invest in high-quality visuals, and build strong authority signals can still surface in these zero-click results.

In 2025, success in search isn’t just about ranking, it’s about being referenced, cited, or displayed wherever customers are making buying decisions. 60% of searches in the United States in 2024 ended in zero clicks compared to 2022: 26% of searches ended in zero clicks.

How Zero-Click Searches Impact eCommerce SEO and Conversions

Zero-click searches are rewriting the rules of organic growth. Historically, search engines acted as gateways sending users to retailer websites to read reviews, compare products, and complete purchases. Now, with AI Overviews, visual carousels, and price comparison widgets built directly into Google’s ecosystem, those same experiences are happening before the click.

For eCommerce brands, this creates a new kind of SEO challenge: visibility without guaranteed traffic. According to Bain & Co. (December 2024), 80% of consumers rely on zero-click results in at least 40% of their searches, contributing to a 15%–25% decline in organic web traffic. Retailers risk losing data, engagement, and conversion control as Google and increasingly, AI chatbots, handle more of the discovery process within their own interfaces.

But the goalposts haven’t disappeared; they’ve shifted. Instead of chasing pure traffic volume, eCommerce brands must now optimize for presence, attribution, and influence. This means structuring product data, improving schema markup, and investing in brand signals that help your content appear as a trusted source within AI summaries and SERP features. Zero-click doesn’t eliminate SEO; it demands a smarter, more integrated approach to search visibility and conversion strategy.

When Visibility Doesn’t Equal Conversions

Even when your brand dominates the SERP, zero-click searches can fragment the customer journey. Users may see your products, prices, or ratings without ever reaching your checkout page. This lack of on-site engagement makes it harder to track attribution, gather first-party data, and influence upsells or repeat purchases.

To counter this, retailers should invest in structured on-SERP content (rich snippets, reviews, and pricing data) while building off-SERP loyalty systems, such as personalized email flows, remarketing campaigns, and social retargeting. The goal is to stay visible during the discovery phase and reconnect once shoppers move toward a decision.

The Threat to Organic Traffic and Customer Journeys

Google’s ecosystem increasingly favors its own modules, Maps, Shopping, YouTube, over external links. This means even well-optimized product pages are losing organic visibility to native Google surfaces that replicate retailer experiences. As a result, SEO is no longer about being the destination; it’s about being the data source that feeds those surfaces.

Brands should treat Google’s SERP features as “micro-touchpoints” and optimize product feeds, images, and descriptions to be accurate, engaging, and conversion-friendly wherever they appear. Winning organic visibility now depends as much on data accuracy and brand consistency as it does on keyword targeting.

Why Zero-Click Doesn’t Have to Mean Zero Opportunity

While fewer clicks may sound discouraging, zero-click visibility still builds brand equity and assisted conversions. Every time your product appears in a featured snippet, AI Overview, or visual carousel, you’re reinforcing recognition and trust. These impressions can later translate into branded searches, direct visits, and repeat sales.

By focusing on E-E-A-T (Experience, Expertise, Authoritativeness, and Trust), accurate structured data, and high-quality content, eCommerce brands can turn these fleeting impressions into measurable results. The retailers who adapt fastest will use zero-click exposure not as a loss of control, but as a way to meet shoppers earlier and more often across every phase of their buying journey.

The Key Types of Zero-Click Features to Optimize For

For eCommerce brands, Google’s zero-click ecosystem now includes a range of SERP features designed to keep shoppers engaged directly within search results. The most influential of these are AI Overviews (powered by Gemini), product carousels, featured snippets, and visual results like image or video packs. Each of these surfaces can highlight product details, pricing, availability, and reviews before a user ever visits your site.

To increase visibility, retailers should ensure product data is complete and optimized across both Google Merchant Center and their own site using structured data such as Product, Review, and Offer schema. This helps search engines pull accurate, rich information that feeds directly into AI-generated summaries, carousels, and snippets.

Beyond shopping modules, formats like People Also Ask and Knowledge Panels are shaping how consumers research brands and compare options. Brands that answer common shopper questions, display high-quality visuals, and maintain consistent information across platforms are more likely to appear in these placements. In short, the most effective eCommerce SEO strategies for 2025 are designed not just for clicks, but for SERP visibility, data accuracy, and brand recognition wherever purchase decisions begin.

Include a chart on the different types of zero click features and what they do (AI Overviews, PAA, etc) 

How to Optimize eCommerce Content for Zero-Click Visibility

Optimizing for zero-click doesn’t mean abandoning traditional SEO, it means adapting your content so it’s discoverable, structured, and compelling within search results. For eCommerce brands, this requires balancing technical precision with strong storytelling. Every product page, category description, and FAQ should be written not only for conversion once users land on your site, but also to provide value when snippets of that content are surfaced directly in Google’s SERP.

Start by strengthening your structured data and product feeds. Accurate schema markup (Product, Offer, Review, and FAQPage) helps Google understand and showcase your inventory, pricing, and ratings. Then, layer in E-E-A-T principles demonstrating real experience, expertise, and trust through credible authorship, verified reviews, and detailed product content. Finally, support this foundation with high-value visuals, clear product photos, short demo videos, and descriptive alt text, to improve your chances of appearing in visual packs and AI Overviews.

In short, zero-click optimization is about turning your eCommerce content into search-ready assets. The brands that win in 2025 will be those that treat the SERP as an extension of their storefront – offering accurate, engaging, and trustworthy information wherever shoppers discover their products.

Optimize Product Data and Structured Markup

Structured data is the foundation of zero-click visibility. When Google understands your product information, it can display accurate pricing, availability, ratings, and key details directly on the SERP. Implement schema types such as Product, Review, Offer, and FAQPage to help search engines recognize and feature your listings in rich results, carousels, and AI Overviews.

Beyond schema, keep your Google Merchant Center product feeds complete and consistent across every platform. Mismatched product titles, outdated pricing, or missing images can prevent your listings from appearing in shopping modules. For multi-channel brands, use automation tools or APIs to sync data between your CMS, Merchant Center, and any marketplaces. The more precise and structured your data, the more likely your products will appear where shoppers are searching, before they ever click.

Build E-E-A-T and Brand Trust Signals

In the era of AI-generated results, trustworthiness and authority are essential. Google’s systems rely on signals of Experience, Expertise, Authoritativeness, and Trust (E-E-A-T) to determine which brands deserve visibility within zero-click features. For eCommerce, this means showcasing verifiable expertise through detailed product descriptions, transparent policies, and authentic customer reviews.

Link author or brand profiles to credible sources, publish expert-backed buying guides, and ensure all company information—addresses, bios, and contact details—are consistent across the web. Encourage satisfied customers to leave genuine reviews, and feature those testimonials both on your site and in structured data. Over time, these trust signals strengthen your brand’s authority, increasing your likelihood of appearing in AI Overviews, knowledge panels, and featured snippets.

Create High-Value Visual and Video Content

Search engines increasingly favor visuals as a way to deliver quick, engaging answers. For eCommerce brands, that means images and videos are no longer supplemental, they’re essential assets for zero-click discovery. Optimize every image with descriptive filenames, keyword-rich alt text, and consistent branding. Use high-resolution product photos and ensure each SKU includes lifestyle imagery when possible.

Short-form videos can dramatically boost your visibility in both Google’s video previews and platforms like TikTok or YouTube, which now appear in “Discussions and Perspectives” tabs. Create 15–60 second clips showing product demos, unboxings, or “how-to” moments that answer shopper intent. Adding schema like VideoObject also helps search engines index your videos for rich snippets and AI Overviews.

Focus on Conversational and Long-Tail Keywords

As search becomes more conversational thanks to ChatGPT, Gemini, and voice assistants, users are phrasing queries as full questions or detailed needs. Optimizing for these long-tail, natural-language keywords increases your chances of being featured in AI Overviews and People Also Ask results.

Instead of focusing solely on short commercial keywords (“running shoes”), target query-based language (“what are the best running shoes for flat feet?”). Integrate these conversational phrases into headings, FAQs, and product copy. Tools like AnswerThePublic or Google’s “People Also Ask” feature can help identify trending question formats. By writing in the same tone that shoppers search in, your content becomes more “AI-readable” and more likely to surface in zero-click results.

Leverage Local SEO for Hybrid Retail Visibility

For retailers with physical locations, local SEO remains a key zero-click opportunity. Google’s Local Pack and Maps results allow shoppers to find nearby stores, read reviews, and check hours all without visiting your site. To maximize local visibility, keep your Google Business Profile fully updated with accurate NAP (name, address, phone), category listings, and high-quality photos.

Encourage customer reviews and respond to them publicly to strengthen credibility. Embed local keywords naturally into landing pages (e.g., “women’s apparel in Austin, TX”) and use the LocalBusiness schema to help Google connect your online and offline presence. As search blends digital and physical commerce, optimizing local data ensures your brand appears where high-intent shoppers are ready to buy.

Measuring Success in a Zero-Click World

As search engines evolve into answer engines, traditional SEO metrics no longer tell the full story. Success can’t be measured solely by traffic or click-through rates, because many meaningful interactions now happen within the SERP. For eCommerce brands, this means expanding performance tracking beyond clicks to capture visibility, engagement, and influence at every stage of the zero-click journey.

By redefining how success is measured, retailers can better understand where their products and brand are gaining exposure, how often they’re featured in AI-generated results, and how this visibility contributes to downstream conversions. The focus now is not just on who visits your site, but on how often your brand earns attention when customers are making decisions even before they click.

Beyond Clicks: New KPIs to Track

Traditional analytics tools often overlook the growing value of impressions without clicks. To measure success in a zero-click environment, eCommerce teams should monitor impression share, SERP feature appearances, and brand mentions within AI Overviews or snippets. These metrics help quantify visibility even when traffic doesn’t land directly on your site.

Track which products or pages appear in rich results, People Also Ask boxes, and AI summaries. Pair this with Search Console impression data, Google Merchant Center performance, and branded search growth to gauge awareness and discoverability. For upper-funnel impact, measure engagement from assistive channels – such as increased direct traffic, newsletter sign-ups, and repeat searches for your brand. When analyzed together, these KPIs show how zero-click visibility contributes to brand authority and long-term sales momentum.

Tracking Brand Visibility and Entity Growth

In Google’s AI-driven world, your brand itself is an entity, a digital identity that search engines recognize, reference, and rank. Measuring success now includes monitoring how consistently and accurately your brand appears across the web.

Use tools like Google’s Knowledge Panel, brand monitoring platforms, and entity tracking software to evaluate how often your company, products, or experts are cited in search summaries. Check whether Google associates your brand with the right categories, locations, and topics. Growth in entity recognition often precedes improved visibility in AI Overviews, featured snippets, and knowledge results.

For eCommerce brands, building a strong entity presence means maintaining consistency across listings, reviews, and social channels, and ensuring all signals reinforce your expertise and trustworthiness. The stronger your entity authority, the more likely your brand will appear in the high-value, zero-click spaces where buying intent begins.

Future Outlook: Preparing for the Post-Click eCommerce Era

The line between search, content, and commerce is disappearing. As AI-powered engines like Google Gemini, ChatGPT, and Perplexity reshape how users discover products, eCommerce brands must think beyond rankings and clicks. The next phase of digital marketing will center around brand visibility within AI ecosystems, where being referenced, summarized, or recommended carries as much weight as a top organic position once did.

The winners in this new era will be those who treat the search experience itself as part of their sales funnel—optimizing for recognition, trust, and data accuracy wherever consumers look for answers.

The Convergence of AI, Search, and Shopping

Search is no longer a one-way query, it’s a conversation. AI assistants now integrate reviews, images, and real-time product data to recommend purchases directly. For retailers, this means the boundaries between SEO, paid media, and product marketing are converging.

eCommerce teams should adopt a “Search Everywhere” strategy, ensuring their content, feeds, and visuals are optimized for all discovery platforms from Google and YouTube to TikTok, Pinterest, and voice search. By synchronizing brand messaging and product information across these ecosystems, retailers can stay visible across the expanding universe of AI-powered shopping experiences.

Turning Zero-Click Visibility Into Long-Term Customer Loyalty

Zero-click visibility may not always deliver immediate conversions, but it can spark brand recognition that pays off over time. When shoppers repeatedly see your brand referenced in AI Overviews, featured snippets, and video results, you build trust through familiarity. The next time they’re ready to buy, they’ll search for you directly or choose your product over a competitor’s.

To turn awareness into loyalty, focus on deepening engagement through your owned channels email, SMS, and loyalty programs that capture and nurture the audience your zero-click visibility draws in. Treat zero-click exposure as the start of your funnel, then build personalized experiences that guide shoppers from discovery to purchase and long-term retention. In today’s post-click landscape, visibility drives opportunity, but trust drives conversion.

Ready to see how your brand shows up in AI Overviews and zero-click results? Start with a free AI Visibility Audit from Go Fish and uncover where you’re winning, and where your competitors are showing up instead.