{"id":44026,"date":"2026-05-15T20:07:05","date_gmt":"2026-05-15T10:07:05","guid":{"rendered":"https:\/\/digitalnomadshq.com.au\/?page_id=44026"},"modified":"2026-06-08T11:37:54","modified_gmt":"2026-06-08T01:37:54","slug":"ecommerce","status":"publish","type":"page","link":"https:\/\/digitalnomadshq.com.au\/state-of-ai-search\/ecommerce\/","title":{"rendered":"eCommerce"},"content":{"rendered":"\t\t
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\n\t\t\t\t\t\n\n\n \n \n AI Overviews in E-commerce (Australia, 2026) | DNHQ Research<\/title>\n <meta name=\"description\" content=\"Australian e-commerce is the only industry where local queries trigger MORE AI Overviews. 2026 data from 6,492 SERPs on which queries are at risk and what to do about it.\">\n <meta property=\"og:type\" content=\"article\">\n <meta property=\"og:locale\" content=\"en_AU\">\n <meta property=\"og:title\" content=\"AI Overviews in Australian E-commerce (2026)\">\n <meta property=\"og:description\" content=\"52.5% of Australian e-commerce searches trigger AI. Where Google cites its own surfaces, why local queries are the danger zone, and what to do.\">\n <meta name=\"twitter:card\" content=\"summary_large_image\">\n\n <link rel=\"preconnect\" href=\"https:\/\/fonts.googleapis.com\">\n <link rel=\"preconnect\" href=\"https:\/\/fonts.gstatic.com\" crossorigin>\n <link rel=\"stylesheet\" href=\"https:\/\/fonts.googleapis.com\/css2?family=Barlow+Condensed:wght@400;500;600;700;800&family=Inter+Tight:wght@400;500;600;700&display=swap\">\n\n <style>\n\/* ============================================================\n * AI OVERVIEWS IN ACCOUNTING \u2014 INDUSTRY DEEP-DIVE\n * All styles scoped under `.dn-scope`. Self-contained file.\n * Design mirrors the main State of AI Search report for\n * consistency: same tokens, typography scales, and TOC pattern.\n * ============================================================ *\/\n\n\/* \u2500\u2500\u2500 Brand tokens \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n:root {\n --dn-ink: #002A45;\n --dn-paper: #F7F5F0;\n --dn-paper-warm: #E5E0D5;\n --dn-muted: #6B7785;\n --dn-rule: rgba(0, 42, 69, 0.12);\n --dn-rule-soft: rgba(0, 42, 69, 0.06);\n --dn-blue: #86A4EF;\n --dn-blue-dark: #6985BA;\n --dn-yellow: #FDE39C;\n --dn-yellow-dark: #F5C238;\n --dn-green: #CDFFB6;\n --dn-green-dark: #87D259;\n --dn-purple: #B89DFF;\n --dn-purple-dark: #8169D2;\n --dn-display: \"Barlow Condensed\", \"Oswald\", \"Arial Narrow\", sans-serif;\n --dn-ui: \"Inter Tight\", \"Inter\", system-ui, -apple-system, \"Segoe UI\", sans-serif;\n}\n\n\/* \u2500\u2500\u2500 Reset (scoped) \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.dn-scope, .dn-scope * { box-sizing: border-box; }\n.dn-scope {\n -webkit-font-smoothing: antialiased;\n -moz-osx-font-smoothing: grayscale;\n overflow-x: clip;\n font-family: var(--dn-ui);\n color: var(--dn-ink);\n background: var(--dn-paper);\n min-height: 100vh;\n font-size: 16px;\n line-height: 1.5;\n}\n.dn-scope p, .dn-scope li { overflow-wrap: break-word; word-wrap: break-word; }\n.dn-scope ul, .dn-scope ol { margin: 0; padding: 0; }\n.dn-scope li { list-style: none; }\n.dn-scope a { color: var(--dn-ink); text-decoration: underline; }\n\n\/* Host-page table reset *\/\n.dn-scope table, .dn-scope thead, .dn-scope tbody, .dn-scope tr,\n.dn-scope th, .dn-scope td {\n background: transparent !important;\n border: none !important;\n margin: 0;\n}\n.dn-scope table { border-collapse: collapse !important; border-spacing: 0 !important; }\n.dn-scope tr:nth-child(even), .dn-scope tr:nth-child(odd) { background: transparent !important; }\n\n\/* \u2500\u2500\u2500 Container \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.dn-scope .container {\n max-width: 1180px;\n margin: 0 auto;\n padding-left: 20px;\n padding-right: 20px;\n}\n@media (min-width: 640px) {\n .dn-scope .container { padding-left: 32px; padding-right: 32px; }\n}\n\n\/* \u2500\u2500\u2500 Descriptor (eyebrow) \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n\/* Descriptors use element-prefix selector so they win against\n * .dn-section p (which would otherwise bump them to 16px body size). *\/\n.dn-scope p.dn-descriptor,\n.dn-scope .dn-section p.dn-descriptor {\n display: inline-flex;\n align-items: center;\n gap: 8px;\n font-family: var(--dn-ui);\n font-size: 11px;\n font-weight: 700;\n letter-spacing: 0.18em;\n text-transform: uppercase;\n color: var(--dn-ink);\n margin: 0;\n line-height: 1.4;\n max-width: none;\n}\n.dn-scope .dn-descriptor .dot { display: none; }\n\n\/* \u2500\u2500\u2500 Breadcrumb \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.dn-scope .dn-breadcrumb {\n padding-top: 80px;\n padding-bottom: 24px;\n font-family: var(--dn-ui);\n font-size: 13px;\n letter-spacing: 0.04em;\n color: var(--dn-muted);\n display: flex;\n align-items: center;\n gap: 8px;\n}\n.dn-scope .dn-breadcrumb a {\n color: var(--dn-muted);\n text-decoration: none;\n transition: color 0.15s;\n}\n.dn-scope .dn-breadcrumb a:hover { color: var(--dn-ink); }\n.dn-scope .dn-breadcrumb-sep { color: var(--dn-muted); opacity: 0.5; }\n.dn-scope .dn-breadcrumb-current { color: var(--dn-ink); font-weight: 600; }\n\n\/* \u2500\u2500\u2500 Hero (full-width above TOC layout) \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.dn-scope .dn-page-hero {\n padding-top: 32px;\n padding-bottom: 48px;\n max-width: 880px;\n}\n.dn-scope .dn-page-title {\n font-family: var(--dn-display);\n font-size: clamp(36px, 5vw, 60px);\n font-weight: 700;\n line-height: 1.02;\n letter-spacing: -0.02em;\n text-transform: uppercase;\n color: var(--dn-ink);\n margin: 20px 0 0;\n text-wrap: balance;\n}\n.dn-scope .dn-page-lede {\n font-family: var(--dn-ui);\n font-size: clamp(17px, 1.6vw, 20px);\n line-height: 1.5;\n font-weight: 400;\n color: rgba(0, 42, 69, 0.8);\n margin: 24px 0 0;\n max-width: 720px;\n text-wrap: balance;\n}\n\n\/* \u2500\u2500\u2500 Page body layout \u2014 TOC sidebar + content \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.dn-scope .dn-body-grid {\n display: grid;\n gap: 32px;\n grid-template-columns: 1fr;\n padding-bottom: 64px;\n}\n.dn-scope .dn-body-grid > * { min-width: 0; }\n@media (min-width: 1024px) {\n .dn-scope .dn-body-grid {\n grid-template-columns: 220px 1fr;\n gap: 48px;\n }\n}\n\n\/* \u2500\u2500\u2500 TOC sidebar (desktop sticky) \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.dn-scope .dn-toc {\n display: none;\n}\n@media (min-width: 1024px) {\n .dn-scope .dn-toc {\n display: block;\n position: sticky;\n top: 24px;\n align-self: start;\n max-height: calc(100vh - 48px);\n overflow-y: auto;\n padding-right: 8px;\n padding-top: 100px;\n }\n}\n.dn-scope .dn-toc-label {\n font-family: var(--dn-ui);\n font-size: 12px;\n font-weight: 600;\n letter-spacing: 0.22em;\n text-transform: uppercase;\n color: var(--dn-muted);\n margin: 0;\n}\n.dn-scope .dn-toc-list {\n margin-top: 16px;\n display: flex;\n flex-direction: column;\n gap: 4px;\n border-left: 1px solid var(--dn-rule);\n padding-left: 14px;\n}\n.dn-scope .dn-toc-item {\n display: flex;\n align-items: baseline;\n gap: 8px;\n font-family: var(--dn-ui);\n font-size: 14px;\n line-height: 1.35;\n color: var(--dn-muted);\n font-weight: 500;\n text-decoration: none;\n padding: 8px 0;\n transition: color 0.15s, opacity 0.15s;\n}\n.dn-scope .dn-toc-item-n {\n font-variant-numeric: tabular-nums;\n font-weight: 600;\n font-size: 11px;\n color: var(--dn-muted);\n letter-spacing: 0.04em;\n flex-shrink: 0;\n width: 18px;\n}\n.dn-scope .dn-toc-item:hover { color: var(--dn-ink); }\n.dn-scope .dn-toc-item.active,\n.dn-scope .dn-toc-item.active .dn-toc-item-n {\n color: var(--dn-yellow-dark);\n font-weight: 700;\n}\n\n\/* TOC mobile button + overlay *\/\n.dn-scope .dn-toc-mobile-btn {\n display: flex;\n align-items: center;\n justify-content: space-between;\n width: 100%;\n padding: 14px 18px;\n background: #FFFFFF;\n border: 1px solid var(--dn-rule);\n border-radius: 12px;\n font-family: var(--dn-ui);\n font-size: 14px;\n font-weight: 600;\n color: var(--dn-ink);\n cursor: pointer;\n margin-bottom: 24px;\n}\n@media (min-width: 1024px) { .dn-scope .dn-toc-mobile-btn { display: none; } }\n.dn-scope .dn-toc-mobile-btn:hover { background: var(--dn-paper); }\n.dn-scope .dn-toc-overlay {\n display: none;\n position: fixed;\n inset: 0;\n z-index: 999;\n background: rgba(0, 42, 69, 0.94);\n padding: 24px 20px;\n overflow-y: auto;\n}\n.dn-scope .dn-toc-overlay[data-open] { display: block; }\n.dn-scope .dn-toc-overlay-close {\n background: transparent;\n border: 1px solid rgba(247,245,240,0.4);\n color: var(--dn-paper);\n padding: 8px 14px;\n border-radius: 999px;\n font-family: var(--dn-ui);\n font-size: 13px;\n font-weight: 600;\n cursor: pointer;\n margin-bottom: 24px;\n}\n.dn-scope .dn-toc-overlay a {\n display: flex;\n align-items: baseline;\n gap: 10px;\n padding: 12px 0;\n border-bottom: 1px solid rgba(247,245,240,0.12);\n color: var(--dn-paper);\n text-decoration: none;\n font-family: var(--dn-ui);\n font-size: 15px;\n font-weight: 500;\n}\n.dn-scope .dn-toc-overlay a .dn-toc-item-n { color: rgba(247,245,240,0.5); }\n\n\/* \u2500\u2500\u2500 Main content column \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.dn-scope .dn-content {\n max-width: 760px;\n}\n\n\/* \u2500\u2500\u2500 Generic section \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.dn-scope .dn-section {\n padding-top: 56px;\n padding-bottom: 16px;\n scroll-margin-top: 24px;\n border-top: 1px solid var(--dn-rule-soft);\n}\n.dn-scope .dn-section:first-of-type { border-top: none; padding-top: 8px; }\n@media (min-width: 1024px) {\n .dn-scope .dn-section:first-of-type { padding-top: 80px; }\n}\n.dn-scope .dn-section-h {\n font-family: var(--dn-display);\n font-size: clamp(26px, 3.2vw, 38px);\n font-weight: 700;\n line-height: 1.05;\n letter-spacing: -0.015em;\n text-transform: uppercase;\n color: var(--dn-ink);\n margin: 14px 0 24px;\n text-wrap: balance;\n}\n.dn-scope .dn-section p {\n font-family: var(--dn-ui);\n font-size: 16px;\n line-height: 1.65;\n color: var(--dn-ink);\n margin: 16px 0 0;\n}\n.dn-scope .dn-section p strong { color: var(--dn-ink); font-weight: 700; }\n.dn-scope .dn-section ul { margin: 16px 0 0; }\n.dn-scope .dn-section ul li {\n font-family: var(--dn-ui);\n font-size: 16px;\n line-height: 1.6;\n color: var(--dn-ink);\n padding-left: 18px;\n position: relative;\n margin-top: 10px;\n}\n.dn-scope .dn-section ul li::before {\n content: \"\";\n position: absolute;\n left: 0;\n top: 0.65em;\n width: 6px;\n height: 6px;\n background: var(--dn-yellow-dark);\n border-radius: 1px;\n}\n\n\/* \u2500\u2500\u2500 Section 1: HERO STAT CARD \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.dn-scope .dn-stat-card {\n margin-top: 28px;\n background: linear-gradient(180deg, #FFFFFF 0%, var(--dn-paper) 100%);\n border: 1px solid var(--dn-rule);\n border-radius: 24px 0 24px 0;\n padding: 32px 28px;\n position: relative;\n overflow: hidden;\n}\n@media (min-width: 640px) {\n .dn-scope .dn-stat-card { padding: 44px 36px; }\n}\n.dn-scope .dn-stat-card::before {\n content: \"\";\n position: absolute;\n inset: 0;\n background: radial-gradient(circle at 100% 0%, rgba(245,194,56,0.10), transparent 55%);\n pointer-events: none;\n}\n.dn-scope .dn-stat-card-main {\n display: flex;\n flex-direction: column;\n align-items: flex-start;\n gap: 4px;\n position: relative;\n}\n\/* Stat-card value\/label use higher-specificity selectors so the generic\n * .dn-section p rule (0,2,1) doesn't override their styling. Both <p>\n * elements sit inside a .dn-section so without this scoping the hero\n * number was inheriting body-paragraph styling. *\/\n.dn-scope .dn-section p.dn-stat-card-value,\n.dn-scope p.dn-stat-card-value {\n font-family: var(--dn-display);\n font-size: clamp(88px, 14vw, 156px);\n font-weight: 800;\n line-height: 0.9;\n letter-spacing: -0.04em;\n color: var(--dn-yellow-dark);\n margin: 0;\n font-variant-numeric: tabular-nums;\n text-shadow: 0 1px 0 rgba(0,0,0,0.02);\n max-width: none;\n}\n.dn-scope .dn-section p.dn-stat-card-label,\n.dn-scope p.dn-stat-card-label {\n font-family: var(--dn-ui);\n font-size: clamp(15px, 1.4vw, 18px);\n font-weight: 600;\n line-height: 1.35;\n color: var(--dn-ink);\n margin: 12px 0 0;\n max-width: 32ch;\n}\n\n.dn-scope .dn-stat-card-meta {\n margin-top: 32px;\n padding-top: 24px;\n border-top: 1px solid var(--dn-rule);\n display: grid;\n grid-template-columns: repeat(2, minmax(0, 1fr));\n gap: 18px 24px;\n position: relative;\n}\n@media (min-width: 640px) {\n .dn-scope .dn-stat-card-meta { grid-template-columns: repeat(4, minmax(0, 1fr)); }\n}\n.dn-scope .dn-stat-card-meta > div {\n display: flex;\n flex-direction: column;\n gap: 4px;\n}\n.dn-scope .dn-meta-label {\n font-family: var(--dn-ui);\n font-size: 10px;\n font-weight: 700;\n letter-spacing: 0.16em;\n text-transform: uppercase;\n color: var(--dn-muted);\n}\n.dn-scope .dn-meta-value {\n font-family: var(--dn-display);\n font-size: clamp(20px, 2vw, 26px);\n font-weight: 800;\n color: var(--dn-ink);\n font-variant-numeric: tabular-nums;\n letter-spacing: -0.01em;\n line-height: 1;\n}\n\n\/* \u2500\u2500\u2500 Shared data-widget container \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.dn-scope .dn-data-block {\n margin-top: 24px;\n padding: 24px;\n background: #FFFFFF;\n border: 1px solid var(--dn-rule-soft);\n border-radius: 16px;\n}\n@media (min-width: 640px) {\n .dn-scope .dn-data-block { padding: 28px; }\n}\n\n\/* \u2500\u2500\u2500 Section 2: intent breakdown \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.dn-scope .dn-intent-block { margin-top: 24px; padding: 24px; background: #FFFFFF; border: 1px solid var(--dn-rule-soft); border-radius: 16px; }\n@media (min-width: 640px) { .dn-scope .dn-intent-block { padding: 28px; } }\n.dn-scope .dn-intent-legend {\n display: flex;\n flex-wrap: wrap;\n gap: 10px 18px;\n margin-bottom: 20px;\n}\n.dn-scope .dn-intent-legend-item {\n display: inline-flex;\n align-items: center;\n gap: 6px;\n font-family: var(--dn-ui);\n font-size: 12px;\n font-weight: 600;\n color: var(--dn-ink);\n}\n.dn-scope .dn-intent-swatch {\n display: inline-block;\n width: 11px;\n height: 11px;\n border-radius: 2px;\n flex-shrink: 0;\n}\n.dn-scope .dn-intent-rows {\n display: grid;\n gap: 16px;\n}\n.dn-scope .dn-intent-row {\n display: grid;\n grid-template-columns: minmax(80px, auto) 1fr minmax(56px, auto);\n align-items: center;\n gap: 14px;\n font-family: var(--dn-ui);\n font-size: 13px;\n}\n.dn-scope .dn-intent-name {\n font-weight: 600;\n color: var(--dn-ink);\n font-size: 13px;\n}\n.dn-scope .dn-intent-bar-wrap {\n height: 12px;\n background: var(--dn-rule-soft);\n border-radius: 6px;\n overflow: hidden;\n min-width: 0;\n}\n.dn-scope .dn-intent-bar-fill {\n display: block;\n height: 100%;\n border-radius: 6px;\n}\n.dn-scope .dn-intent-pct {\n font-family: var(--dn-display);\n font-size: clamp(20px, 2.4vw, 26px);\n font-weight: 800;\n color: var(--dn-yellow-dark);\n font-variant-numeric: tabular-nums;\n text-align: right;\n letter-spacing: -0.02em;\n line-height: 1;\n white-space: nowrap;\n}\n.dn-scope .dn-intent-n {\n display: none;\n font-size: 11px;\n color: var(--dn-muted);\n letter-spacing: 0.02em;\n}\n\n\/* \u2500\u2500\u2500 Section 3: Mobile vs Desktop \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.dn-scope .dn-md-block { margin-top: 24px; padding: 24px; background: #FFFFFF; border: 1px solid var(--dn-rule-soft); border-radius: 16px; display: grid; gap: 18px; }\n@media (min-width: 640px) { .dn-scope .dn-md-block { padding: 28px; } }\n.dn-scope .dn-md-row {\n display: grid;\n grid-template-columns: minmax(70px, auto) 1fr minmax(64px, auto);\n gap: 14px;\n align-items: center;\n}\n.dn-scope .dn-md-label {\n font-family: var(--dn-ui);\n font-size: 13px;\n font-weight: 600;\n color: var(--dn-ink);\n letter-spacing: 0.02em;\n}\n.dn-scope .dn-md-bar-wrap {\n height: 14px;\n background: var(--dn-rule-soft);\n border-radius: 7px;\n overflow: hidden;\n min-width: 0;\n}\n.dn-scope .dn-md-bar-fill {\n display: block;\n height: 100%;\n border-radius: 7px;\n}\n.dn-scope .dn-md-pct {\n font-family: var(--dn-display);\n font-size: clamp(22px, 2.6vw, 28px);\n font-weight: 800;\n color: var(--dn-yellow-dark);\n text-align: right;\n font-variant-numeric: tabular-nums;\n letter-spacing: -0.02em;\n line-height: 1;\n white-space: nowrap;\n}\n\n\/* \u2500\u2500\u2500 Section 4: domain table \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.dn-scope .dn-domain-table {\n margin-top: 24px;\n background: #FFFFFF;\n border: 1px solid var(--dn-rule-soft);\n border-radius: 16px;\n overflow: hidden;\n}\n.dn-scope .dn-domain-table table { width: 100%; }\n.dn-scope .dn-domain-table thead th {\n font-family: var(--dn-ui);\n font-size: 10px;\n font-weight: 700;\n letter-spacing: 0.16em;\n text-transform: uppercase;\n color: var(--dn-muted);\n padding: 16px 16px 10px;\n text-align: left;\n}\n.dn-scope .dn-domain-table thead th.num { text-align: right; }\n.dn-scope .dn-domain-table tbody td {\n padding: 12px 16px;\n font-family: var(--dn-ui);\n font-size: 14px;\n color: var(--dn-ink);\n border-bottom: 1px solid var(--dn-rule-soft) !important;\n}\n.dn-scope .dn-domain-table tbody tr:last-child td { border-bottom: none !important; }\n.dn-scope .dn-domain-table tbody td.num {\n text-align: right;\n font-variant-numeric: tabular-nums;\n}\n\n\/* \u2500\u2500\u2500 Section 5: local intent block \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.dn-scope .dn-local-block { margin-top: 24px; padding: 24px; background: #FFFFFF; border: 1px solid var(--dn-rule-soft); border-radius: 16px; }\n@media (min-width: 640px) { .dn-scope .dn-local-block { padding: 28px; } }\n.dn-scope .dn-local-row {\n display: flex;\n justify-content: space-between;\n align-items: baseline;\n gap: 16px;\n padding: 14px 0;\n border-bottom: 1px solid var(--dn-rule-soft);\n}\n.dn-scope .dn-local-row:last-of-type { border-bottom: none; }\n.dn-scope .dn-local-label {\n font-family: var(--dn-ui);\n font-size: 14px;\n font-weight: 600;\n color: var(--dn-ink);\n}\n.dn-scope .dn-local-pct {\n font-family: var(--dn-display);\n font-size: clamp(28px, 3.5vw, 36px);\n font-weight: 800;\n color: var(--dn-yellow-dark);\n font-variant-numeric: tabular-nums;\n letter-spacing: -0.02em;\n line-height: 1;\n white-space: nowrap;\n}\n.dn-scope .dn-local-gap {\n margin-top: 18px;\n padding: 14px 18px;\n background: var(--dn-paper);\n border-radius: 8px;\n font-family: var(--dn-display);\n font-size: clamp(18px, 2.2vw, 24px);\n font-weight: 800;\n color: var(--dn-yellow-dark);\n letter-spacing: -0.01em;\n text-transform: uppercase;\n line-height: 1.15;\n}\n\n\/* \u2500\u2500\u2500 Section 6: page-type block \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.dn-scope .dn-pagetype-block { margin-top: 24px; padding: 24px; background: #FFFFFF; border: 1px solid var(--dn-rule-soft); border-radius: 16px; display: grid; gap: 14px; }\n@media (min-width: 640px) { .dn-scope .dn-pagetype-block { padding: 28px; gap: 16px; } }\n.dn-scope .dn-pagetype-row {\n display: grid;\n grid-template-columns: minmax(96px, auto) 1fr minmax(56px, auto);\n gap: 14px;\n align-items: center;\n}\n.dn-scope .dn-pagetype-label {\n font-family: var(--dn-ui);\n font-size: 13px;\n font-weight: 600;\n color: var(--dn-ink);\n}\n.dn-scope .dn-pagetype-bar-wrap {\n height: 12px;\n background: var(--dn-rule-soft);\n border-radius: 6px;\n overflow: hidden;\n min-width: 0;\n}\n.dn-scope .dn-pagetype-bar-fill {\n display: block;\n height: 100%;\n border-radius: 6px;\n}\n.dn-scope .dn-pagetype-pct {\n font-family: var(--dn-display);\n font-size: clamp(20px, 2.2vw, 26px);\n font-weight: 800;\n color: var(--dn-yellow-dark);\n text-align: right;\n font-variant-numeric: tabular-nums;\n letter-spacing: -0.02em;\n line-height: 1;\n white-space: nowrap;\n}\n\n\/* \u2500\u2500\u2500 Section 7: actions list \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.dn-scope .dn-actions {\n margin-top: 24px;\n counter-reset: action;\n}\n.dn-scope .dn-actions li {\n counter-increment: action;\n position: relative;\n padding: 20px 22px 20px 64px;\n margin-top: 12px;\n background: #FFFFFF;\n border: 1px solid var(--dn-rule-soft);\n border-radius: 12px;\n font-family: var(--dn-ui);\n font-size: 15px;\n line-height: 1.6;\n color: var(--dn-ink);\n}\n.dn-scope .dn-actions li::before {\n content: counter(action);\n position: absolute;\n left: 22px;\n top: 18px;\n font-family: var(--dn-display);\n font-size: 32px;\n font-weight: 800;\n color: var(--dn-yellow-dark);\n line-height: 1;\n width: 30px;\n text-align: center;\n background: none;\n border-radius: 0;\n letter-spacing: -0.02em;\n}\n\n\/* \u2500\u2500\u2500 Page CTA \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.dn-scope .dn-page-cta {\n padding-top: 64px;\n padding-bottom: 64px;\n margin-top: 24px;\n border-top: 1px solid var(--dn-rule);\n}\n.dn-scope .dn-page-cta-buttons {\n margin-top: 24px;\n display: flex;\n gap: 12px;\n flex-wrap: wrap;\n}\n.dn-scope .dn-cta-btn {\n display: inline-flex;\n align-items: center;\n gap: 8px;\n padding: 14px 24px;\n font-family: var(--dn-ui);\n font-size: 14px;\n font-weight: 700;\n letter-spacing: 0.04em;\n text-transform: uppercase;\n border-radius: 16px;\n text-decoration: none;\n transition: opacity 0.15s, transform 0.15s;\n}\n.dn-scope .dn-cta-btn--primary {\n background: var(--dn-ink);\n color: var(--dn-paper);\n}\n.dn-scope .dn-cta-btn--outline {\n background: transparent;\n color: var(--dn-ink);\n border: 1px solid var(--dn-ink);\n}\n.dn-scope .dn-cta-btn:hover { opacity: 0.9; }\n\n\/* \u2500\u2500\u2500 Arrow icon (CSS mask, inherits currentColor) \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.dn-scope .dn-arrow-icon {\n display: inline-block;\n width: 1em;\n height: 0.7em;\n vertical-align: middle;\n margin: 0 0.1em;\n background-color: currentColor;\n -webkit-mask: url('https:\/\/digitalnomadshq.com.au\/wp-content\/uploads\/2025\/07\/arrow.svg') no-repeat center \/ contain;\n mask: url('https:\/\/digitalnomadshq.com.au\/wp-content\/uploads\/2025\/07\/arrow.svg') no-repeat center \/ contain;\n flex-shrink: 0;\n}\n\n\/* \u2500\u2500\u2500 Footer \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 *\/\n.dn-scope .dn-footer {\n background: var(--dn-paper-warm);\n padding: 32px 0;\n margin-top: 48px;\n}\n.dn-scope .dn-footer p {\n font-family: var(--dn-ui);\n font-size: 12px;\n line-height: 1.55;\n color: var(--dn-muted);\n margin: 0;\n max-width: 880px;\n}\n.dn-scope .dn-footer a {\n color: var(--dn-muted);\n text-decoration: underline;\n}\n\n<\/style>\n<\/head>\n<body>\n<div class=\"dn-scope\">\n\n <!-- \u2500\u2500\u2500 Breadcrumb \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 -->\n <nav class=\"container dn-breadcrumb\" aria-label=\"Breadcrumb\">\n <a href=\"https:\/\/digitalnomadshq.com.au\/state-of-ai-search\/\">The State of AI Search<\/a>\n <span class=\"dn-breadcrumb-sep\" aria-hidden=\"true\">\u203a<\/span>\n <span class=\"dn-breadcrumb-current\">E-commerce<\/span>\n <\/nav>\n\n <!-- \u2500\u2500\u2500 Hero \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 -->\n <header class=\"container dn-page-hero\">\n <p class=\"dn-descriptor\">\n <span class=\"dot\"><\/span>\n DNHQ Research \u00b7 Industry deep-dive \u00b7 May 2026\n <\/p>\n <h1 class=\"dn-page-title\">What Google's AI is doing to Australian online retail<\/h1>\n <p class=\"dn-page-lede\">\n If you sell anything online to Australian customers, Google's AI is\n now in the way on more than half of their product searches. Staying\n visible now takes a sharper mix of\n <a href=\"https:\/\/digitalnomadshq.com.au\/seo\/ecommerce-seo\/\">e-commerce SEO<\/a>\n and <a href=\"https:\/\/digitalnomadshq.com.au\/ecommerce-digital-marketing\/\">e-commerce marketing<\/a>\n than it did two years ago. The numbers ahead are unkind, but the\n pattern is unique enough that the response plan for e-commerce is\n different from every other industry we measured.\n <\/p>\n <\/header>\n\n <!-- \u2500\u2500\u2500 Body grid: sticky TOC + content \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 -->\n <div class=\"container dn-body-grid\">\n\n <nav class=\"dn-toc\" aria-label=\"On this page\">\n <p class=\"dn-toc-label\">On this page<\/p>\n <ol class=\"dn-toc-list\">\n <li><a class=\"dn-toc-item\" href=\"#headline\" data-toc=\"headline\"><span class=\"dn-toc-item-n\">01<\/span>The headline number<\/a><\/li>\n <li><a class=\"dn-toc-item\" href=\"#intent\" data-toc=\"intent\"><span class=\"dn-toc-item-n\">02<\/span>The intent breakdown<\/a><\/li>\n <li><a class=\"dn-toc-item\" href=\"#mobile\" data-toc=\"mobile\"><span class=\"dn-toc-item-n\">03<\/span>Mobile vs desktop<\/a><\/li>\n <li><a class=\"dn-toc-item\" href=\"#citations\" data-toc=\"citations\"><span class=\"dn-toc-item-n\">04<\/span>Citation leaderboard<\/a><\/li>\n <li><a class=\"dn-toc-item\" href=\"#local\" data-toc=\"local\"><span class=\"dn-toc-item-n\">05<\/span>Local intent<\/a><\/li>\n <li><a class=\"dn-toc-item\" href=\"#pagetype\" data-toc=\"pagetype\"><span class=\"dn-toc-item-n\">06<\/span>Page-type safety map<\/a><\/li>\n <li><a class=\"dn-toc-item\" href=\"#actions\" data-toc=\"actions\"><span class=\"dn-toc-item-n\">07<\/span>What to do about it<\/a><\/li>\n <li><a class=\"dn-toc-item\" href=\"#cta\" data-toc=\"cta\"><span class=\"dn-toc-item-n\">08<\/span>Read the full study<\/a><\/li>\n <\/ol>\n <\/nav>\n\n <div>\n <button type=\"button\" class=\"dn-toc-mobile-btn\" id=\"toc-mobile-btn\">\n <span>Jump to section<\/span>\n <span aria-hidden=\"true\">\u25be<\/span>\n <\/button>\n\n <div class=\"dn-content\">\n\n <!-- \u2500\u2500\u2500 Section 1: Headline number \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 -->\n <section id=\"headline\" class=\"dn-section\">\n <p class=\"dn-descriptor\"><span class=\"dot\"><\/span>01 \u00b7 The headline number<\/p>\n <h2 class=\"dn-section-h\">E-commerce is the second-most AI-exposed industry in Australia<\/h2>\n\n <div class=\"dn-stat-card\">\n <div class=\"dn-stat-card-main\">\n <p class=\"dn-stat-card-value\">52.5%<\/p>\n <p class=\"dn-stat-card-label\">of e-commerce SERPs return an AI Overview<\/p>\n <\/div>\n <div class=\"dn-stat-card-meta\">\n <div><span class=\"dn-meta-label\">National average<\/span><span class=\"dn-meta-value\">37.8%<\/span><\/div>\n <div><span class=\"dn-meta-label\">Industry rank<\/span><span class=\"dn-meta-value\">2 of 18<\/span><\/div>\n <div><span class=\"dn-meta-label\">95% CI<\/span><span class=\"dn-meta-value\">51.3 \u2013 53.7%<\/span><\/div>\n <div><span class=\"dn-meta-label\">Sample<\/span><span class=\"dn-meta-value\">6,492 SERPs<\/span><\/div>\n <\/div>\n <\/div>\n\n <p>\n E-commerce sat just behind Accounting in our overall rankings,\n with 52.5% of commercial product-related searches returning a\n Google AI Overview. On its own, that number is striking. But\n the surprise in the e-commerce data wasn't the headline. It\n was the shape of the data underneath, which inverts almost\n every assumption we'd built from analysing the other 17\n verticals.\n <\/p>\n <p>\n Three findings in particular are unique to e-commerce among\n the verticals we measured: <strong>desktop AIO exposure is\n higher than mobile<\/strong>, <strong>adding a location to a\n query increases AIO trigger rate instead of reducing\n it<\/strong>, and <strong>Google itself is the most-cited\n source.<\/strong> Each one rewrites a standard piece of SEO\n advice.\n <\/p>\n <\/section>\n\n <!-- \u2500\u2500\u2500 Section 2: Intent breakdown \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 -->\n <section id=\"intent\" class=\"dn-section\">\n <p class=\"dn-descriptor\"><span class=\"dot\"><\/span>02 \u00b7 The intent breakdown<\/p>\n <h2 class=\"dn-section-h\">Commercial intent is the danger zone<\/h2>\n <p>\n We split every e-commerce query into one of four intents\n (informational, commercial, transactional, navigational) and\n measured each separately. The commercial number is where\n e-commerce diverges sharply from every other vertical we\n tested.\n <\/p>\n\n <div class=\"dn-intent-block\">\n <div class=\"dn-intent-legend\">\n <span class=\"dn-intent-legend-item\"><span class=\"dn-intent-swatch\" style=\"background:#6985BA\"><\/span>Informational<\/span>\n <span class=\"dn-intent-legend-item\"><span class=\"dn-intent-swatch\" style=\"background:#87D259\"><\/span>Transactional<\/span>\n <span class=\"dn-intent-legend-item\"><span class=\"dn-intent-swatch\" style=\"background:#F5C238\"><\/span>Commercial<\/span>\n <span class=\"dn-intent-legend-item\"><span class=\"dn-intent-swatch\" style=\"background:#B89DFF\"><\/span>Navigational<\/span>\n <\/div>\n\n <div class=\"dn-intent-rows\">\n <div class=\"dn-intent-row\">\n <span class=\"dn-intent-name\">Informational<\/span>\n <span class=\"dn-intent-bar-wrap\"><span class=\"dn-intent-bar-fill\" style=\"width:96.8%;background:#6985BA\"><\/span><\/span>\n <span class=\"dn-intent-pct\">77.4%<\/span>\n <\/div>\n <div class=\"dn-intent-row\">\n <span class=\"dn-intent-name\">Commercial<\/span>\n <span class=\"dn-intent-bar-wrap\"><span class=\"dn-intent-bar-fill\" style=\"width:85.1%;background:#F5C238\"><\/span><\/span>\n <span class=\"dn-intent-pct\">68.1%<\/span>\n <\/div>\n <div class=\"dn-intent-row\">\n <span class=\"dn-intent-name\">Transactional<\/span>\n <span class=\"dn-intent-bar-wrap\"><span class=\"dn-intent-bar-fill\" style=\"width:63.6%;background:#87D259\"><\/span><\/span>\n <span class=\"dn-intent-pct\">50.9%<\/span>\n <\/div>\n <div class=\"dn-intent-row\">\n <span class=\"dn-intent-name\">Navigational<\/span>\n <span class=\"dn-intent-bar-wrap\"><span class=\"dn-intent-bar-fill\" style=\"width:32.0%;background:#B89DFF\"><\/span><\/span>\n <span class=\"dn-intent-pct\">25.6%<\/span>\n <\/div>\n <\/div>\n <\/div>\n\n <p>\n <strong>Commercial-intent trigger sits at 68.1% for\n e-commerce.<\/strong> By comparison, commercial intent in\n Accounting runs at 33.4%, Real Estate at 28.1%, Trades at\n 21.7%. E-commerce is more than double those benchmarks. The\n \"best running shoes Australia\", \"compare dishwashers\", \"Sony\n vs Bose noise cancelling\" comparison-shopping query, the\n bread and butter of e-commerce content marketing, is now\n AI-mediated for two thirds of searches.\n <\/p>\n <p>\n <strong>Informational intent runs hotter still at 77.4%<\/strong>,\n in line with our expectations. The surprise was transactional\n intent at 50.9%, far higher than the dataset baseline of 34.6%.\n Australian transactional e-commerce queries carry strong\n definitional and comparative components (\"which Dyson is best\",\n \"are HelloFresh meals worth it\"), and the AI treats them as\n opportunities to write a buyer's guide rather than send the\n user to a checkout page.\n <\/p>\n <p>\n The only intent class where you still get a clean first\n impression is <strong>navigational at 25.6%<\/strong>: brand\n queries, login pages, \"amazon.com.au returns\". Brand demand\n is now the most defensible signal an e-commerce business has.\n <\/p>\n <\/section>\n\n <!-- \u2500\u2500\u2500 Section 3: Mobile vs desktop \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 -->\n <section id=\"mobile\" class=\"dn-section\">\n <p class=\"dn-descriptor\"><span class=\"dot\"><\/span>03 \u00b7 Mobile vs desktop<\/p>\n <h2 class=\"dn-section-h\">E-commerce is the rare vertical where desktop is worse<\/h2>\n <p>\n We split the dataset by device expecting another mobile-skewed\n result (it's the pattern in 16 of 18 industries we measured).\n E-commerce inverted.\n <\/p>\n\n <div class=\"dn-md-block\">\n <div class=\"dn-md-row\">\n <span class=\"dn-md-label\">Desktop<\/span>\n <span class=\"dn-md-bar-wrap\"><span class=\"dn-md-bar-fill\" style=\"width:89.7%;background:#6985BA\"><\/span><\/span>\n <span class=\"dn-md-pct\">53.8%<\/span>\n <\/div>\n <div class=\"dn-md-row\">\n <span class=\"dn-md-label\">Mobile<\/span>\n <span class=\"dn-md-bar-wrap\"><span class=\"dn-md-bar-fill\" style=\"width:86.8%;background:rgba(105,133,186,0.7)\"><\/span><\/span>\n <span class=\"dn-md-pct\">52.1%<\/span>\n <\/div>\n <\/div>\n\n <p>\n Desktop AIO exposure runs <strong>1.8pp higher than\n mobile<\/strong> for Australian e-commerce. It's only a small\n gap, but it's notable because it's directionally opposite to\n almost every other vertical (Accounting +7.1pp mobile, Legal\n +7.2pp mobile, Travel +5.2pp mobile, and so on).\n <\/p>\n <p>\n <strong>Our reading:<\/strong> more e-commerce research happens\n on desktop. Multiple tabs, comparison tables, spreadsheets\n tracking prices across sites. That's exactly the use case\n Google's AI is best at summarising, so it shows up more often\n on desktop e-commerce SERPs than the equivalent mobile session.\n <\/p>\n <p>\n <strong>Recommendation:<\/strong> if your AIO presence reports\n are mobile-only (the default for most agencies in 2026),\n you're underselling exposure for e-commerce clients. Run both,\n and lead with the desktop screenshots when the buying journey\n obviously starts on desktop (high-AOV products, B2B SaaS,\n considered electronics).\n <\/p>\n <\/section>\n\n <!-- \u2500\u2500\u2500 Section 4: Citations \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 -->\n <section id=\"citations\" class=\"dn-section\">\n <p class=\"dn-descriptor\"><span class=\"dot\"><\/span>04 \u00b7 The citation leaderboard<\/p>\n <h2 class=\"dn-section-h\">Google itself is the most-cited source<\/h2>\n <p>\n When we ran the citation analysis for Accounting, ATO.gov.au\n led the leaderboard. For e-commerce, the leader is Google.\n Across 34,357 AIO citations on Australian e-commerce queries,\n <strong>13.9% point to google.com itself<\/strong>: Shopping\n listings, product result pages, structured-data callouts.\n The AI is citing Google's own product surfaces.\n <\/p>\n\n <div class=\"dn-domain-table\">\n <table>\n <thead>\n <tr><th>#<\/th><th>Domain<\/th><th class=\"num\">Citations<\/th><th class=\"num\">Share<\/th><\/tr>\n <\/thead>\n <tbody>\n <tr><td>1<\/td><td><strong>google.com<\/strong><\/td><td class=\"num\">4,784<\/td><td class=\"num\">13.9%<\/td><\/tr>\n <tr><td>2<\/td><td>reddit.com<\/td><td class=\"num\">729<\/td><td class=\"num\">2.1%<\/td><\/tr>\n <tr><td>3<\/td><td>amazon.com.au<\/td><td class=\"num\">424<\/td><td class=\"num\">1.2%<\/td><\/tr>\n <tr><td>4<\/td><td>youtube.com<\/td><td class=\"num\">424<\/td><td class=\"num\">1.2%<\/td><\/tr>\n <tr><td>5<\/td><td>australianmade.com.au<\/td><td class=\"num\">355<\/td><td class=\"num\">1.0%<\/td><\/tr>\n <tr><td>6<\/td><td>facebook.com<\/td><td class=\"num\">308<\/td><td class=\"num\">0.9%<\/td><\/tr>\n <tr><td>7<\/td><td>ebay.com.au<\/td><td class=\"num\">245<\/td><td class=\"num\">0.7%<\/td><\/tr>\n <tr><td>8<\/td><td>theiconic.com.au<\/td><td class=\"num\">229<\/td><td class=\"num\">0.7%<\/td><\/tr>\n <tr><td>9<\/td><td>en.wikipedia.org<\/td><td class=\"num\">211<\/td><td class=\"num\">0.6%<\/td><\/tr>\n <tr><td>10<\/td><td>princesspolly.com.au<\/td><td class=\"num\">207<\/td><td class=\"num\">0.6%<\/td><\/tr>\n <\/tbody>\n <\/table>\n <\/div>\n\n <p>\n The structural picture is rough for independent e-commerce\n operators. The top three sources Google's AI draws from\n (Google itself, Reddit, Amazon.com.au) are not domains a mid-\n sized Australian e-commerce business can compete with for\n citation. Wikipedia and Facebook fill out the structural\n layer. Together those five sources account for nearly 18% of\n all e-commerce AIO citations.\n <\/p>\n <p>\n <strong>What still works:<\/strong> the Australian-specific\n retailers and content sites in the top 20 (Australianmade,\n The Iconic, Princess Polly) all have one thing in common:\n they're niche-authoritative inside their category. The path\n to citation isn't broad SEO authority. It's category\n dominance with strong AU-domain signals.\n <\/p>\n <p>\n <strong>Reddit is the second-highest non-Google source<\/strong>\n (729 citations), continuing the pattern we've seen across\n every vertical. r\/AusFinance, r\/BuyItForLife, and\n category-specific subreddits (r\/Coffee, r\/SkincareAddictionAU,\n r\/AustralianGardening) routinely surface inside e-commerce\n AIO blocks. The Reddit data partnership Google announced in\n 2024 is fully operational in AU SERPs now.\n <\/p>\n <p>\n <strong>Wider context:<\/strong> 58.8% of all AIO citations on\n e-commerce queries are Australian domains. Above the dataset\n average (54.9%) but well below high-AU verticals like\n Accounting (72.6%) or Real Estate (69.1%). E-commerce sits in\n the middle band, where international comparison content (US\n review sites, global manufacturer pages) competes evenly with\n AU retailers for citation slots.\n <\/p>\n <\/section>\n\n <!-- \u2500\u2500\u2500 Section 5: Local intent \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 -->\n <section id=\"local\" class=\"dn-section\">\n <p class=\"dn-descriptor\"><span class=\"dot\"><\/span>05 \u00b7 Local intent<\/p>\n <h2 class=\"dn-section-h\">Adding \"Australia\" makes things worse, not better<\/h2>\n <p>\n This is the section where e-commerce diverges most sharply\n from every other industry. Across every other vertical we\n measured, adding a suburb, city, or \"near me\" qualifier to a\n query <em>reduces<\/em> AIO trigger by 10 to 37 percentage\n points. E-commerce inverts.\n <\/p>\n\n <div class=\"dn-local-block\">\n <div class=\"dn-local-row\">\n <span class=\"dn-local-label\">General queries<\/span>\n <span class=\"dn-local-pct\">39.9%<\/span>\n <\/div>\n <div class=\"dn-local-row\">\n <span class=\"dn-local-label\">Location \/ \"AU\" queries<\/span>\n <span class=\"dn-local-pct\">57.5%<\/span>\n <\/div>\n <div class=\"dn-local-gap\">+17.6pp INCREASE when location intent is added<\/div>\n <\/div>\n\n <p>\n Add \"Australia\", \"AU\", a state, or a city qualifier to an\n e-commerce query and AIO trigger jumps from 39.9% to 57.5%.\n That's a <strong>17.6 percentage-point increase<\/strong>, in\n the opposite direction to every other industry in this study.\n <\/p>\n <p>\n <strong>Our reading:<\/strong> \"local intent\" in e-commerce\n doesn't mean \"shop near me\". It means \"buy from an Australian\n seller\". Queries like \"best mattress Australia\", \"running\n shoes AU shipping\", \"Dyson V15 Australia\" are comparative,\n decision-time queries. They sound transactional, but they're\n asking Google to write a buyer's guide. So the AI obliges.\n <\/p>\n <p>\n <strong>Translation for your store:<\/strong> if you've been\n following the standard local-SEO advice and adding \"Australia\"\n or city names to your product page titles to boost AU\n visibility, you're optimising for higher AIO exposure, not\n lower. The opposite of the playbook for service businesses.\n Re-think product page title structure with this in mind.\n <\/p>\n <\/section>\n\n <!-- \u2500\u2500\u2500 Section 6: Page-type safety map \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 -->\n <section id=\"pagetype\" class=\"dn-section\">\n <p class=\"dn-descriptor\"><span class=\"dot\"><\/span>06 \u00b7 Page-type safety map<\/p>\n <h2 class=\"dn-section-h\">Even homepages and product pages aren't safe<\/h2>\n <p>\n We measured AIO trigger rate by what kind of page ranks #1 in\n the e-commerce SERP. The pattern is sharper than most\n verticals in two ways: the blog\/content number is even\n higher, and the \"safe\" page types have lost most of their\n insulation.\n <\/p>\n\n <div class=\"dn-pagetype-block\">\n <div class=\"dn-pagetype-row\">\n <span class=\"dn-pagetype-label\">Blog \/ content<\/span>\n <span class=\"dn-pagetype-bar-wrap\"><span class=\"dn-pagetype-bar-fill\" style=\"width:90.2%;background:#6985BA\"><\/span><\/span>\n <span class=\"dn-pagetype-pct\">90.2%<\/span>\n <\/div>\n <div class=\"dn-pagetype-row\">\n <span class=\"dn-pagetype-label\">Other \/ mixed<\/span>\n <span class=\"dn-pagetype-bar-wrap\"><span class=\"dn-pagetype-bar-fill\" style=\"width:60.1%;background:rgba(105,133,186,0.7)\"><\/span><\/span>\n <span class=\"dn-pagetype-pct\">60.1%<\/span>\n <\/div>\n <div class=\"dn-pagetype-row\">\n <span class=\"dn-pagetype-label\">Product pages<\/span>\n <span class=\"dn-pagetype-bar-wrap\"><span class=\"dn-pagetype-bar-fill\" style=\"width:48.8%;background:rgba(105,133,186,0.55)\"><\/span><\/span>\n <span class=\"dn-pagetype-pct\">48.8%<\/span>\n <\/div>\n <div class=\"dn-pagetype-row\">\n <span class=\"dn-pagetype-label\">Homepage<\/span>\n <span class=\"dn-pagetype-bar-wrap\"><span class=\"dn-pagetype-bar-fill\" style=\"width:45.8%;background:rgba(105,133,186,0.45)\"><\/span><\/span>\n <span class=\"dn-pagetype-pct\">45.8%<\/span>\n <\/div>\n <\/div>\n\n <p>\n When an e-commerce blog post ranks #1 for a query, AIO appears\n <strong>90.2% of the time.<\/strong> That's effectively the\n ceiling. Almost every \"best X 2026\", \"X buying guide\", \"X vs\n Y\" article ranking for an Australian e-commerce query now has\n an AI Overview sitting above it.\n <\/p>\n <p>\n <strong>What's worse for e-commerce:<\/strong> the surfaces\n that normally insulate a brand (homepage, product page) have\n lost most of their protection. Homepages rank-trigger AIO\n 45.8% of the time (compare to Accounting's 18.6%). Product\n pages trigger 48.8%. Even your most defensive SEO assets are\n now AI-mediated on roughly half their #1-ranking impressions.\n <\/p>\n <p>\n <strong>Our view:<\/strong> the page-type safety map for\n e-commerce is the flattest in the dataset. Where most\n industries can lean on at least one safe surface (homepage,\n location page, service page), e-commerce has no genuinely\n safe page type. Plan for click-through compression across\n every template you operate.\n <\/p>\n <\/section>\n\n <!-- \u2500\u2500\u2500 Section 7: What to do \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 -->\n <section id=\"actions\" class=\"dn-section\">\n <p class=\"dn-descriptor\"><span class=\"dot\"><\/span>07 \u00b7 What to do about it<\/p>\n <h2 class=\"dn-section-h\">Five actions we'd take if we ran an Australian e-commerce business<\/h2>\n\n <ol class=\"dn-actions\">\n <li>\n <strong>Treat commercial intent as the new battleground.<\/strong>\n \"Best X\" content and comparison guides are where AIO eats\n hardest (68.1% trigger). Either own that content with\n strong primary research (head-to-head testing, structured\n comparison tables, expert reviewers with verifiable\n credentials), or shift your content investment toward\n brand-led commercial queries (\"[your brand] [product]\n review\", \"[your brand] sizing guide\") where you're already\n the default citation.\n <\/li>\n <li>\n <strong>Get on Reddit. Specifically, category subreddits.<\/strong>\n 729 e-commerce AIO citations point to Reddit, our #2 source\n after Google itself. r\/BuyItForLife for durability queries,\n r\/AusFinance for value-for-money queries, and\n category-specific Australian subs (r\/AustralianGardening,\n r\/SkincareAddictionAU, r\/CoffeeAU) for product\n recommendations. A subject-matter expert from your team\n answering questions there is the most cost-effective\n citation play in this vertical.\n <\/li>\n <li>\n <strong>Stop optimising for \"Australia\" qualifiers.<\/strong>\n Adding location tokens to e-commerce queries INCREASES AIO\n exposure (+17.6pp), inverting the playbook every other\n industry follows. If your product page titles have been\n \"Buy X in Australia\", consider removing the geographic\n token. You're optimising for higher AI mediation.\n <\/li>\n <li>\n <strong>Build brand demand as the moat.<\/strong>\n Navigational intent (brand queries) is the only intent\n class where AIO is genuinely scarce (25.6%). Above-the-line\n brand investment, repeat-customer retention, and direct-to-\n consumer email lists deliver disproportionate value now,\n because they generate the only query type the AI doesn't\n mediate.\n <\/li>\n <li>\n <strong>Audit both mobile AND desktop.<\/strong> E-commerce\n is the rare vertical where desktop AIO is HIGHER (+1.8pp).\n Most agencies skip desktop reports. For e-commerce clients,\n run both, and pay particular attention to desktop\n research-stage queries are now AI-mediated at the\n highest rate in the dataset.\n <\/li>\n <\/ol>\n <\/section>\n\n <!-- \u2500\u2500\u2500 CTA \u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500\u2500 -->\n <section id=\"cta\" class=\"dn-page-cta\">\n <p class=\"dn-descriptor\"><span class=\"dot\"><\/span>What's next<\/p>\n <h2 class=\"dn-section-h\">Want the full picture?<\/h2>\n <p>\n This page draws from the complete <em>State of AI Search for\n Australian SMEs, 2026<\/em>: 116,918 SERPs across 18 industries,\n 6 cities, and 19 numbered findings. Read the full study, or\n get a free 10-keyword AIO audit on your store's specific\n search terms.\n <\/p>\n <div class=\"dn-page-cta-buttons\">\n <a href=\"https:\/\/digitalnomadshq.com.au\/state-of-ai-search\/\" class=\"dn-cta-btn dn-cta-btn--primary\">\n Read the full study <span class=\"dn-arrow-icon\" aria-hidden=\"true\"><\/span>\n <\/a>\n <a href=\"https:\/\/digitalnomadshq.com.au\/aio-audit\/\" class=\"dn-cta-btn dn-cta-btn--outline\">\n Get a free AIO audit <span class=\"dn-arrow-icon\" aria-hidden=\"true\"><\/span>\n <\/a>\n <\/div>\n <\/section>\n\n <\/div>\n <\/div>\n\n <\/div>\n\n <!-- Mobile TOC overlay -->\n <div class=\"dn-toc-overlay\" id=\"toc-overlay\" role=\"dialog\" aria-modal=\"true\">\n <button type=\"button\" class=\"dn-toc-overlay-close\" id=\"toc-overlay-close\">Close \u2715<\/button>\n <a href=\"#headline\"><span class=\"dn-toc-item-n\">01<\/span>The headline number<\/a>\n <a href=\"#intent\"><span class=\"dn-toc-item-n\">02<\/span>The intent breakdown<\/a>\n <a href=\"#mobile\"><span class=\"dn-toc-item-n\">03<\/span>Mobile vs desktop<\/a>\n <a href=\"#citations\"><span class=\"dn-toc-item-n\">04<\/span>Citation leaderboard<\/a>\n <a href=\"#local\"><span class=\"dn-toc-item-n\">05<\/span>Local intent<\/a>\n <a href=\"#pagetype\"><span class=\"dn-toc-item-n\">06<\/span>Page-type safety map<\/a>\n <a href=\"#actions\"><span class=\"dn-toc-item-n\">07<\/span>What to do about it<\/a>\n <a href=\"#cta\"><span class=\"dn-toc-item-n\">08<\/span>Read the full study<\/a>\n <\/div>\n\n <footer class=\"dn-footer\">\n <div class=\"container\">\n <p>\n \u00a9 2026 DNHQ. All rights reserved.\n <em>The State of AI Search for Australian SMEs, 2026<\/em>\n and its underlying dataset are the proprietary intellectual property\n of DNHQ Pty Ltd. Brief quotation permitted with attribution;\n reproduction or redistribution without prior written consent\n prohibited. Press & licensing:\n <a href=\"mailto:research@dnhq.com.au\">research@dnhq.com.au<\/a>.\n <\/p>\n <\/div>\n <\/footer>\n\n<\/div>\n\n<script>\n(function(){\n var btn = document.getElementById('toc-mobile-btn');\n var overlay = document.getElementById('toc-overlay');\n var close = document.getElementById('toc-overlay-close');\n if (btn && overlay) {\n btn.addEventListener('click', function(){ overlay.setAttribute('data-open',''); document.body.style.overflow = 'hidden'; });\n }\n if (close && overlay) {\n close.addEventListener('click', function(){ overlay.removeAttribute('data-open'); document.body.style.overflow = ''; });\n }\n if (overlay) {\n overlay.querySelectorAll('a').forEach(function(a){\n a.addEventListener('click', function(){ overlay.removeAttribute('data-open'); document.body.style.overflow = ''; });\n });\n }\n var sections = document.querySelectorAll('section[id]');\n if (sections.length && 'IntersectionObserver' in window) {\n var obs = new IntersectionObserver(function(entries){\n var visible = entries.filter(function(e){ return e.isIntersecting; });\n if (!visible.length) return;\n visible.sort(function(a,b){ return a.boundingClientRect.top - b.boundingClientRect.top; });\n var id = visible[0].target.getAttribute('id');\n document.querySelectorAll('.dn-toc-item.active').forEach(function(el){ el.classList.remove('active'); });\n var link = document.querySelector('[data-toc=\"' + id + '\"]');\n if (link) link.classList.add('active');\n }, { rootMargin: '-20% 0px -60% 0px', threshold: 0 });\n sections.forEach(function(s){ obs.observe(s); });\n }\n})();\n<\/script>\n<\/body>\n<\/html>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>AI Overviews in E-commerce (Australia, 2026) | DNHQ Research The State of AI Search \u203a E-commerce DNHQ Research \u00b7 Industry deep-dive \u00b7 May 2026 What Google’s AI is doing to Australian online retail If you sell anything online to Australian customers, Google’s AI is now in the way on more than half of their product […]<\/p>\n","protected":false},"author":2,"featured_media":44541,"parent":43979,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"class_list":["post-44026","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/digitalnomadshq.com.au\/wp-json\/wp\/v2\/pages\/44026","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitalnomadshq.com.au\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/digitalnomadshq.com.au\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/digitalnomadshq.com.au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/digitalnomadshq.com.au\/wp-json\/wp\/v2\/comments?post=44026"}],"version-history":[{"count":7,"href":"https:\/\/digitalnomadshq.com.au\/wp-json\/wp\/v2\/pages\/44026\/revisions"}],"predecessor-version":[{"id":44699,"href":"https:\/\/digitalnomadshq.com.au\/wp-json\/wp\/v2\/pages\/44026\/revisions\/44699"}],"up":[{"embeddable":true,"href":"https:\/\/digitalnomadshq.com.au\/wp-json\/wp\/v2\/pages\/43979"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/digitalnomadshq.com.au\/wp-json\/wp\/v2\/media\/44541"}],"wp:attachment":[{"href":"https:\/\/digitalnomadshq.com.au\/wp-json\/wp\/v2\/media?parent=44026"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}