Have you ever woken up one morning, opened Google Search Console, and discovered that traffic from Google Shopping dropped by up to 90%? That feeling is not just worry, it is a true nightmare.
That is precisely what is happening to thousands of online retailers in Europe. In mid-September 2026, Google officially completely removed free product listings and carousel formats from search results in the European Economic Area (EEA). No more free product blocks displayed when users search for products. No more Google Tab Shopping in the navigation bar. Everything has vanished.
This is not a minor change. Google calls this "the largest quality drop in the 29-year history of the search engine." And for anyone relying on free traffic from Google Shopping, this is quite a shock.
Let me, SilverZ, dissect this event from its roots to clearly understand what is happening, why it matters, and most importantly — what you can do to adapt.
What happened to Google Shopping in the EEA?
On September 8, 2026, Google announced new documentation regarding regional changes in search experiences in Europe. This is a step to comply with the European Union's Digital Markets Act (DMA) — a set of rules aimed at limiting the power of major tech platforms.
The result? Within days, organic product blocks — the product carousels that appear when users search for commercial queries — almost completely disappeared from search results in EEA countries.
Data from Productrise, a platform tracking organic shopping visibility, shows a decrease of 90% to 100% in markets such as Germany, France, the Netherlands, Belgium, and Sweden. Meanwhile, markets outside the EEA such as the UK, US, and Australia did not record similar changes.
Ginny Marvin, a representative for Google Ads, confirmed on LinkedIn that Google indeed removed free listings due to the DMA ruling in Europe. No longer a rumor. This is reality.
Why did Google do this?
To understand the story clearly, we need to look back at the legal context. In July 2026, the European Commission fined Google 460 million euros for favoring its own services — including shopping, hotels, transport, and sports — over third-party services. This is the first fine issued under the DMA.
To avoid further fines, Google was forced to change how search results are displayed in Europe. Instead of displaying its own product carousels, Google now has to make space for Comparison Shopping Services (CSS) — also known as vertical shopping services (VSS).
Simply put: Google is no longer allowed to "play referee and player at the same time." They must create a level playing field for competitors in the price comparison sector.
What replaces the product carousels?
When the product carousels disappeared, EEA users now see new result sections including store listings and price comparison platforms. The Google Shopping tab has also been removed from the navigation bar in the European search experience.
This means consumers must take more steps to access product listings. Instead of seeing products immediately in search results, they must click a link before they can view products. A small change in user behavior, but the impact on conversion rates is not small.
It is worth noting that paid Shopping ads continue to display. So, if you are running paid ads, you can still reach customers. But if you relied solely on free product listings via Merchant Center, you have lost an important channel of reach.
Impact on merchants: Who is hit hardest?
Let me be blunt: small and medium merchants are the ones taking the biggest hit.
For years, free listings on Google Shopping were the "democratic door" for businesses without large advertising budgets. You just needed quality products, a properly formatted data feed, and you could reach millions of potential consumers without spending a dime on ads.
Now, that door has closed in Europe. Merchants are forced to:
- Increase paid advertising budgets to maintain visibility.
- Find alternative channels such as marketplaces, social media, or traditional SEO.
- Invest in CSS to participate in alternative price comparison programs.
- Restructure content strategy so product category pages can rank high in traditional organic search.
And here is the most heartbreaking part: Google stated that previous changes to comply with the DMA led to a 30% drop in direct free traffic to European businesses. And these latest changes are predicted to have an even stronger impact.
The battle between Google and CSS: Who will win?
The story does not stop at Google removing free products. There is an ongoing battle between Google and Comparison Shopping Services (CSS) in Europe.
On September 8, 2026, twelve CSS companies — entities handling 74% of third-party clicks in the EEA — sent a letter to Brussels warning about a new Google proposal. They fear that Google's new "shopping box" could inadvertently push 93,000 merchants back to Google Shopping, undermining the very goal the DMA set out to achieve.
This fight is still ongoing. And while regulators and tech companies battle it out, those hit hardest remain small merchants — those who have no voice in this game.
Response strategy for Vietnamese merchants
You might be thinking: "I sell in Vietnam, why should I care about Europe?"
The answer is simple: what happens in Europe today can happen in Vietnam tomorrow. Anti-monopoly and fair competition regulations are tightening globally. Google having to change how results are displayed in Europe is a signal that the "free but dependent" business model is being challenged.
So what should you do?
1. Diversify reach channels now
Do not put all your eggs in Google's basket. Build a presence across multiple platforms: Facebook Marketplace, Shopee, Lazada, TikTok Shop, and your own website. Each channel is a potential "gateway" for customers.
2. Invest in traditional SEO and quality content
When product carousels disappear, product category pages and review articles may become more important than ever. Build useful content, solve user problems, and optimize for traditional organic search.
3. Prepare for a pay-to-play scenario
If this trend spreads, paid advertising will become an almost mandatory condition for visibility. Plan your budget and calculate ROI carefully right now.
4. Build a community and email list
When you own your customer list, you do not depend on any platform. Encourage customers to sign up for newsletters, follow you on social media, and return to the website directly.
5. Closely monitor legal changes
What is happening in Europe could be a harbinger of similar changes in other markets. Stay informed and prepare mentally for potential "earthquakes."
A closing word: When "free" no longer exists
Google's removal of free products in the EEA is a wake-up call for all of us. It reminds us that nothing is free forever on the internet. What we have today — free traffic from Google, cost-free product visibility — can disappear overnight.
But within every challenge lies opportunity. Merchants who know how to adapt, diversify reach channels, and build sustainable relationships with customers will not only survive but thrive in the new environment.
Google can change their algorithms. But they cannot change the value of quality products and customer trust. That is an asset no one can take away.
If Google completely removes free products in Vietnam tomorrow, how will your business be impacted? Do you have a backup plan, or are you still betting everything on a single channel? Share your thoughts below — because in this game, those who prepare ahead are the winners!
0 Comment
Add your comment to this article