Introduction
Since early September 2026, Google’s organic product results in the European Economic Area (EEA) have shown a “Comparison sites” unit instead of its own product grid, with a row for each comparison shopping service. Which merchants a shopper sees there now depends on which comparison services list their products.
The change follows a July 2026 decision by the European Commission, which found under the Digital Markets Act (DMA) that Google was giving its own services more prominent placement than comparable ones. Google documented the new unit on 8 September.
Each comparison service shows only the products it lists
Every comparison service on a search gets its own row in the “Comparison sites” accordion.
Google’s CSS is one of them. A standard Merchant Center account is connected to it by default, so merchants’ products reach Google’s row from their feed. If Google’s CSS is your only one, that’s the only row your products can show in.
The top-ranked row opens by default, with the others collapsed below it. Shoppers can open any of them. Clicking a product takes the shopper to that comparison site, then on to the merchant.
The unit is rolling out gradually, so which services appear, and in what order, varies by country and search. We covered the details in our first look at the new unit.
Shoppers are already reaching Shoparize.com through the new unit
Since the unit launched, our daily traffic from free listings across EEA markets has increased significantly. That traffic comes from shoppers who click a product in our row, compare offers on Shoparize.com and go on to the merchant.
For merchants listed with us, that’s a second route to the shopper on the same search, alongside Google’s results.
More CSS partners means more visibility on the search results page
Google’s ranking decides which row opens first, and in our own checks it has varied from one query to the next. Its documentation says the unit shows what’s most helpful to the shopper.
To see where you stand, start by looking up your best-selling items in each of your markets. Note which comparison services appear, which one comes first, and whether you’re in it. Google also recommends accurate product details, good images and up-to-date prices, so it’s a good moment to check your feed too. The services whose rows show other sellers but not you are the partners to add.
The more services that list your products, the more chances they have to be in the row that’s open. That’s why we recommend working with more than one CSS partner.
Managed Ads gives you paid and organic visibility, and you pay only when you sell
With Managed Ads, your products are listed on Shoparize.com, the comparison site behind our row, with 2M+ monthly shoppers across 21 European markets. When a shopper finds your product there and buys, that sale is tracked and billed like any other Managed Ads sale.
It also covers the paid side. We fund and run Shopping campaigns for you on Google Shopping, Bing Shopping, and Shoparize.com, all under one commission model.
Google treats you and us as one merchant, so only the highest bid enters the auction, and your CPC is still set by a competing merchant, as our cannibalisation article explains. There is no upfront cost and no ad spend: you pay only for the sales we generate.
