Google Shopping Tests Direct Merchant Links, Removes Carousels in Europe: 2026 Changes

Google Shopping Testing Direct Merchant Links in Search Results

The key change is that Google is currently testing product listings in core Search that link directly to the merchant's website, skipping the familiar side panel that previously showed additional product details. The test, first spotted by SEO consultant Brodie Clark, represents a significant shift in how Google handles shopping results and could streamline the purchase path for users.

Instead of opening a mini-detail view with price history, reviews, and seller options, the new layout takes the searcher straight to the product page on the merchant's site. This reduces friction for shoppers who want to buy quickly but removes a layer of comparison information that some retailers have relied on.

According to reporting on Seroundtable, the change is being rolled out as a test and is not yet widely visible. The test has attracted attention because it alters the traffic dynamics between Google Shopping and merchant websites. If implemented broadly, retailers could see a direct increase in click-through rates from organic search results, but may lose the brand visibility and competitive context that the shopping panel provided.

Product Carousels Removed in Europe Under DMA

What Happened to Google Shopping Carousels in the EEA?

Google has largely removed product carousels from shopping-related search results within the European Economic Area (EEA) to comply with the Digital Markets Act (DMA). This change, reported on September 17, 2026 by Ecommerce News Europe, has had an immediate and dramatic impact on online retailers' organic visibility.

Impact on Retailers and Visibility

The removal of product carousels means that the prominent horizontal scroll of product images and prices that used to appear at the top of relevant Search results is gone for users in the EEA. Instead, retailers must rely on standard organic listings, Google Shopping ads (which fall under separate DMA rules), or other Search features like the shopping tab.

Early reports indicate a 90–100% decline in the visibility of popular product blocks for many merchants. For example, a retailer that previously appeared in the carousel for "wireless earbuds" now has zero presence in that format, unless they run paid Shopping ads. This is a fundamental shift in product discovery in Europe, forcing retailers to reassess their organic shopping strategies.

The DMA requires Google to treat its own services no more favorably than those of competitors. Product carousels were seen as giving Google Shopping an advantage by displaying Google's own product listings data prominently. By removing the carousel, Google aims to comply with regulatory requirements, but the consequence for retailers is a steep drop in free exposure.

Comparison of the Two Major Shopping Changes

The following table summarizes the two key shopping-related changes at Google:

Change	Region Affected	Status	Impact on Merchants	User Experience
Direct merchant link test	Global (test)	Testing	Potentially more direct traffic; less panel visibility	Faster path to purchase; less comparison info
Product carousel removal	EEA (Europe)	Implemented	90–100% decline in carousel visibility; must use ads or other organic	No carousel; see standard blue links or ads

Google Search Profiles Updates: New Badge, Lower Follower Requirements, Redesigned Articles

What Are the Latest Search Profiles Changes?

Beyond shopping, Google has rolled out several updates to its Search Profiles for publishers. These profiles allow publishers to create a dedicated page on Google where users can see all their content from across the web, follow them, and discover new articles. The updates, announced on September 16, 2026, include:

A lower eligibility threshold: Publishers now only need 10,000 followers on select social media platforms to qualify, down from previous thresholds of 35,000 and 100,000.
Multi-account management: Publishers can manage multiple Search profiles from a single Google login.
Enhanced article design: Articles within Search Profiles now show optimized image thumbnails and longer headlines for better visual appeal.
A new Search Profile badge: Publishers can embed a badge on their websites that links to their Google Search profile, allowing site visitors to follow them directly.

These changes were detailed in Google's own blog post on 3 new ways we're improving Search profiles for publishers and further covered by Seroundtable.

Search Profile Badge: What Does It Do?

Google has introduced a Search Profile badge that publishers can embed on their websites. The badge, when clicked, takes visitors to the publisher's Search Profile on Google, where they can follow the publisher and browse all their content indexed by Google. This creates a direct bridge between a publisher's owned site and their Google presence.

Google has also published brand guidelines for implementing the badge. As Time Bulletin reports, this badge is a tool for publishers to encourage direct engagement and grow their following from their own platforms. However, as noted by Search Engine Journal, the badge also exposes the ongoing traffic crisis for publishers: fewer users are clicking through to publisher sites directly from Search, and Google is offering a way for publishers to build a following within Google's ecosystem rather than driving traffic to their own sites.

Lower Follower Threshold Opens Doors for More Publishers

The reduction of the follower requirement from 35,000 or 100,000 (depending on platform) to a uniform 10,000 will allow many smaller and mid-sized publishers to qualify for Search Profiles. According to Search Engine Journal, this change is significant because it expands access to a feature that was previously limited to large news organizations and well-established brands.

Implications for Publishers and Retailers

Together, the shopping changes and Search Profiles updates paint a picture of Google's evolving strategy: it is both simplifying the purchase path for product searches while simultaneously tightening organic visibility in regulated markets. For publishers, the Search Profiles updates offer new ways to build audience relationships within Google's search ecosystem, but also shift focus away from driving direct traffic to owned sites.

Retailers in Europe face the most immediate challenge: the loss of product carousels means they must rely on paid Shopping ads or other organic tactics to appear in shopping-related searches. Those who can adapt quickly by optimizing for the new Google Shopping tab or investing in ad spend may mitigate the damage. In contrast, merchants in other regions may benefit from the direct merchant link test if it leads to higher click-through rates.

What Should Retailers and Publishers Do?

For Retailers (Especially in Europe)

Monitor your organic visibility for product-related queries. Use Google Search Console to see if impressions from product blocks have dropped.
Increase investment in Google Shopping ads to compensate for lost organic carousel exposure.
Optimize product data feeds for the Google Shopping tab, which still exists in Europe but may get more traffic as users seek alternative ways to discover products.
For regions outside the EEA, watch for the direct merchant link test. Prepare for a possible shift in traffic patterns by ensuring product pages load quickly and provide a seamless user experience.

For Publishers

Apply for a Search Profile if your social media following meets the new 10,000 threshold. Use the multi-account management feature to handle multiple brands.
Add the Search Profile badge to your website to grow your following directly from your audience.
Update article content to take advantage of the redesigned article format with larger images and longer headlines.

Conclusion

September 2026 has brought significant changes to Google Search, affecting both shopping and publisher experiences. The test of direct merchant links could streamline shopping in the long run, while the removal of product carousels in Europe under DMA compliance reshapes retail visibility overnight. Meanwhile, Search Profiles are becoming more accessible and feature-rich, offering publishers new tools to engage with audiences within Google's ecosystem. Retailers and publishers must stay informed and adapt their strategies accordingly.

Frequently Asked Questions

Q: What is the Google Shopping direct merchant link test?

A: Google is testing a new format where product listings in search results link directly to the merchant's website instead of opening a details panel. The test is live but not widely visible.

Q: Why did Google remove product carousels in Europe?

A: Google removed product carousels in the European Economic Area to comply with the Digital Markets Act, which requires Google to treat its own services no more favorably than competitors.

Q: How much organic visibility have retailers lost from the carousel removal?

A: Early reports indicate a 90–100% decline in visibility for product carousel blocks for many retailers in the EEA.

Q: Can European retailers still show products in Google Search without paying?

A: Yes, products can appear in standard organic blue links and in the Google Shopping tab, but the prominent carousel at the top of results is gone unless it is a paid ad placement.

Q: What are the new requirements for Google Search Profiles?

A: Publishers need at least 10,000 followers on select social media platforms to qualify, down from 35,000 or 100,000. They can now manage multiple profiles with one login.

Q: What is the Google Search Profile badge?

A: It is a badge that publishers can embed on their website. When clicked, it takes visitors to the publisher's Search Profile on Google, allowing users to follow the publisher and see all their content.

Q: Are the Search Profile updates related to the shopping changes?

A: No, they are separate updates. The shopping changes focus on product listings and carousels, while Search Profiles target publishers and content creators.

Q: Will the direct merchant link test affect all users?

A: The test is currently limited and not widely rolled out. Google has not announced a timeline for a broader launch.