eCommerce Express Digest - October 2025

KT here! Welcome to your latest Digital Marketing and SEO update, feeding you big news in small bites to keep you across the latest in tech, digital marketing and retail. Stick around for all the key updates and a few extra stories worth knowing about.

AI Mode finally comes to Australia

Google’s AI Mode has officially launched in Australia, allowing users to search in a more conversational, multi-source way. Customers will now be engaging with Google in a much deeper, conversational way, such as: “best running shoes for outdoor running for a beginner”, with Google combining multiple sources to form a holistic response

Google’s new agentic capabilities in AI Mode let users handle real-world tasks like finding and booking restaurant reservations directly within Search, starting in the US via Search Labs. This marks a major step toward turning Google Search into a task-completion engine, paving the way for bookings, appointments, and ticket purchases to happen seamlessly within search results. AI Mode will make high-quality, query-focused content and strong site UX even more essential for brands looking to stay visible.

If you’ve been checking your rankings or other search metrics in Google Search lately, you might notice data that looks off or inconsistent. Since late last week, both Google Search Console and several third-party tracking tools have been experiencing issues accurately reporting organic ranking information.

What Happened:

Around September 11, Google quietly removed the ability to display 100 search results per page. Many third-party SEO tools, such as Semrush and AccuRanker, utilise this feature to efficiently gather large amounts of ranking data. Since this functionality has been removed, these third-party tools are currently experiencing difficulties and may be providing inaccurate or incomplete data. 

Potential Effects:

• Inaccurate Ranking Data: You may see fluctuations or discrepancies in reports. Some tools are only able to track the top 10 or 20 results, or are updating less frequently than normal.

• Difficulty with Analysis: The current data may make it difficult to get a complete picture of your site’s performance, as we are all navigating a period of significant SERP volatility.

In Google’s statement, it doesn’t seem like the num=100 parameter will be supported.

So far, we’ve seen unusual patterns in SEO reports and Google Search Console (GSC), including a noticeable drop in desktop impressions while clicks have remained steady (see below). This trend has been appearing across multiple industries, and we’re actively monitoring the situation. If you’re unsure whether it’s impacting your SEO visibility or would like a second opinion on your data, we would be happy to take a look. Give us a shout.

ChatGPT Shopping just launched, part of a rollout of a new shopping experience that surfaces product cards directly inside ChatGPT. The most obvious change would be that instead of sending users to a long list of search results, the interface now provides curated recommendations with images, labels, and “buy” links. The Ecommerce industry has seen AI-powered search moving fast, and with it, new channels emerge. This new channel works within slightly different rules; placement isn’t driven by ads or bids (at least not yet). Rather, visibility depends on the quality of product data, structured markup, and external signals like reviews and mentions.

Early analytics and external studies point to three distinct vertical patterns, with Electronics and Smart Home sessions rising the fastest.

With ChatGPT’s new shopping features, the tool can now pull from your past chats and saved preferences to tailor what it shows you. It remembers what you’ve been curious about and turns that context into more personalised product recommendations.

ChatGPT Shopping isn’t a discovery engine at scale just yet, but it can be treated as a new distribution channel.

The US and China have agreed on a framework that would allow TikTok to remain operational in the United States under US ownership. The announcement came after trade talks in Spain, with both nations discussing tariffs, money laundering, and the fentanyl trade.

A bipartisan group of lawmakers had passed a law in 2024 to ban the app, which the Supreme Court upheld in January, but President Donald Trump has repeatedly extended the deadline while ownership negotiations continue. Earlier this week, Trump suspended any potential ban until December 16 after confirming that a framework deal had been reached, with further talks and a call with China’s President Xi Jinping expected soon.

Meanwhile, tensions remain high as China launches new investigations into US chipmaker Nvidia and other American tech companies amid the ongoing trade war.

Today’s shoppers are more deliberate than ever, and to meet shoppers where they are, AI in Search is changing. Shoppers are using natural and conversational searches to find what they want. Google estimates, 60% of shopping queries focus on broad intent, using phrases like “outfits for a summer wedding” or “comfortable running shoes”.

To prep retailers better for seasonal trends and holidays, Google has suggested Here are some ways retailers can incorporate AI-powered tools to stay ahead. Insights in Google Merchant Center will provide you with actionable tips to help retailers stay ahead of shifts in demand. Plus, Product Studio to help retailers’ products look their best, letting content creators do things like swap out product scenes at scale and change images. 

And that’s a wrap from me. If you’ve got any questions about the new Google AI Mode update or how it might impact your digital marketing, our team is always happy to help, and you can learn more about our AI SEO Services here.