Google removes free product listings in Europe due to DMA

Image credit: Abondance

Google eliminated free product listings and associated carousels from its search results in the European Economic Area (EEA) on Friday, complying with new Digital Markets Act (DMA) regulations.

This change shifts visibility for online merchants and e-commerce platforms, directing organic and advertising space toward Comparison Shopping Services (CSS) and Vertical Shopping Services (VSS).

Data compiled by Productrise and Semrush indicated a 90 to 100 percent reduction in the presence of “popular products” carousels across key European markets, including Germany, France, Belgium, Sweden and the Netherlands.

Ginny Marvin, Google Ads Liaison, confirmed that the removal was a direct consequence of a decision made by the European Commission under the DMA.

The company had previously announced it would degrade certain aspects of its Search Engine Results Pages (SERPs) to adhere to the DMA’s constraints, a move expected to impact traffic for numerous merchants and e-commerce websites operating in the region.

Adriaan Dekker, a digital marketing expert, noted that the vacant space previously occupied by free listings is now being utilized by various price comparison services, which could reshape how consumers discover products online within the EEA.

Gabriel Baumgarten, an analyst with Abondance, highlighted that the DMA’s objective is to foster greater competition by preventing dominant platforms from prioritizing their own services, suggesting this change aligns with that goal by opening up search visibility to third-party comparison sites.

Hugo Huijer, an e-commerce consultant, told reporters that many smaller merchants who relied on the organic visibility provided by free listings would now need to re-evaluate their marketing strategies in the European market, adding that the shift could necessitate increased investment in paid advertising or partnerships with comparison services.

The European Commission implemented the DMA to ensure fair and open digital markets, particularly targeting large online platforms designated as “gatekeepers,” with Google among the companies subject to these new regulations.

Industry observers are closely monitoring the long-term effects of these changes on consumer behavior and the competitive landscape of online retail across the EEA.

Source: Abondance