Google Tests “From Online Stores” Section in Search
The feature was spotted by Sachin Patel, who shared screenshots on X, showcasing how the section integrates into standard search results.
How It Compares to “In Stores Nearby”
Google has long provided a local shopping element in its SERPs, helping users find products available at nearby brick-and-mortar stores. The new “From online stores” section appears to function similarly but caters to digital storefronts, potentially offering greater visibility for e-commerce retailers.
While similar elements may have surfaced in the past—possibly as far back as November last year—this execution appears more targeted toward online-first businesses.
Why It Matters
This feature could become a valuable discovery tool for online retailers, increasing exposure for products without the need for paid Shopping ads. For consumers, it provides a streamlined way to browse products from multiple e-commerce sources directly from the search results page.
Industry reporting from Opositive suggests that this experiment reflects Google’s ongoing push toward retail-focused SERP enhancements, a shift that could influence organic CTRs and competitive visibility. While some view it as a positive step, the publication also highlighted concerns that the change may primarily benefit larger e-commerce platforms.
Final Thoughts
If rolled out widely, the “From online stores” section could reshape how e-commerce brands approach product visibility on Google. By highlighting online-only inventory in the main search interface, Google is giving digital retailers a new channel for discovery—one that may compete directly with both paid Shopping ads and traditional organic listings.
According to an analysis by Opositive, this change could place smaller retailers at a disadvantage, as many may lack the resources to adapt to Google’s evolving retail SERP formats. The publication observed that while larger online stores might see increased visibility, smaller brands could find it harder to secure the same level of exposure potentially widening the competitive gap.