Growing Ecommerce – The Retail Growth Podcast

Google AI’s Secret Plan: The BIGGEST THREAT to Your Retail Business Yet?

• Smarter Ecommerce • Season 4 • Episode 11

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Will Google's new AI strategy kill ecommerce as you know it? In this episode of Growing Ecommerce, Mike Ryan and Chris Scharmueller dissect the biggest news from DMEXCO 2025 in Cologne, Germany, and reveal their bold take on the future of paid search and online retail.

Chris shares his on-the-ground insights from the conference, including his talk on a major stage in front of over 600 people. He and Mike dive deep into why Google Search is still an unstoppable "money printing machine" despite new competitors like ChatGPT and Perplexity. 

They discuss staggering online search stats, like the 5.8 trillion search queries that happen globally each year, with over 90% of them going through Google.

But here's the twist: They explore how new AI products like AI Overviews (AIOs) are already creating "zero-click events", which could massively disrupt the classic e-commerce funnel. 

Could Google's "buy on Google" feature make a comeback? And if it does, what does it mean for retailers who could become just a "warehouse for Google"?

This episode isn't just about what's happening; it's about what's coming. Don't miss this crucial conversation on how to adapt to the future of e-commerce.



About smec (Smarter Ecommerce):

At smec - Smarter Ecommerce, we specialize in transforming business goals into optimized ad campaigns. With over 16 years of experience in Google & Microsoft Ads, our intelligent software and expert services help retailers achieve superior results.

We're committed to giving you the tools and insights needed to stay ahead in the ever-evolving world of digital advertising.

Make sure to follow smec - Smarter Ecommerce for more performance marketing insights:

SPEAKER_01:

Welcome to another episode of Growing E-Commerce. I'm your host, Mike Ryan, and with me is co-host Chris. Chris. Just Chris. Chris. That's Chris, man. I'm tired of introducing myself. All right. Mike and Chris. Yeah. If you know us, you know us. If if it's your first time tuning in, welcome. Then it's your fault that you don't know us. Yeah. Why didn't you you should have got in at the ground floor? You know what? No, this podcast is there's there's a lot. We're still on the ground floor. You're not too late to join the podcast.

SPEAKER_00:

And we always stay on the ground floor, at least mentally. No, mentally. We're we we are grounded people. That's what I mean.

SPEAKER_01:

Yeah, like Jeff Bezos, it's always day one or day zero or whatever. He says Absolutely. All right, cool. So, Chris, you are freshly returned from DMXCo in beautiful Cologne, Germany. Cologne, yes.

SPEAKER_00:

And it was a blast. It was a blast, I can tell you. So uh yeah, uh the setup today uh somehow different. Honestly, I miss mate sitting face to face with you, but uh I think it will be a good anyway.

SPEAKER_01:

Yeah, we'll we'll we'll get back together in the office one time soon. So yeah, that and that's you know, that's like a seven-hour train ride each way, right?

SPEAKER_00:

Yes, I went I went by train because I mean the thing is probably nothing new to to a lot of people, but if you really uh look at at the net travel time, train is is right up there with uh with with going by plane. And the huge difference is you can really be productive for probably six hours straight, um, six and a half hours straight. And I really needed this time because I need uh needed to do some prep. I had I had two talks at the at the convention uh this year. You were part of the prep, so you you know better than me. So I really enjoyed the train ride and uh the convention itself was a good one. Yeah, it's it's just a huge contrast to the OMR, which uh becomes more and more a festival, yeah. Nomenestal probably online marketing rock stars. It's it's just different, did the Mercury go? On average, older people, I think more decision makers as I see it. And um, I think the content across the board is just a bit, I don't know, maybe a bit more mature. Nothing to take away from the OMR. I love being there. Yeah, but uh it feels different. It feels different.

SPEAKER_01:

Yeah, I mean, uh if any any anyone's not familiar, I bet if people are familiar with one of these, it's DMXCo, because I think that's achieved a better international recognition at this point. Where I think OMR is it's huge. Of course, it's like super massive, but it's more German.

SPEAKER_00:

And uh the question is if the OMR became became too successful. Uh if if there's such a thing, it it's so big that probably probably too big. The DMXCo is big, don't get me wrong, but it feels you you know where to go, you you know more who is here. It's it's just it's just more manageable, also mentally and cognitively. One thing which stood out uh this this year, I think it has has been that that that way for the last couple of years, but it becomes more and more an international convention. So uh English-speaking talks are are just really popping up more and more, which is a good and a bad thing, because I still feel that most of the crowd is is non-English native, which sometimes probably makes it harder to really transport the message uh as powerful as you could probably in German. But that's also something uh which which stood out this year, that it's really they're they're driving for an international uh flavor. Yeah.

SPEAKER_01:

Well well, Chris, as a as a native English speaker, I have to tell you it's part of our secret conspiracy to exert hegemony through linguistic dominance and squashing local cultures. Go go for it, mate.

SPEAKER_00:

I love I love talking in English, also knowing that I'm not on the same levels uh as as I'm I'm I'm I'm with my my beloved German. But uh no, it's it's good. And honestly, uh because I had one talk in English and one in German, as as crazy as it sounds, but especially talking about e-commerce-related topics, sometimes it feels easier to talk about it in English. Uh so yeah, I'm I'm fine with it. But I love the conspiracy. Could be a topic for one of our Christmas episodes, right?

SPEAKER_01:

Yeah, exactly. Exactly. I'm attempted to go down rabbit hole here, but we've not yet we're far enough down the rabbit hole. So yeah, we want to talk about one of those presentations that you gave. Um so you were on one of the big stages, you you had a crowd of about 600 plus people. Did that feel all right, Chris?

SPEAKER_00:

Man, I can remember remember because uh to the listeners, uh uh ladies and gents, last year Mike was on this big stage, and uh I listened very carefully to Mike, and I just felt like, dude, this guy is sharp up there. So I had a lot of pressure on me this year, but it really it's probably one of the biggest stages I've been on. It felt super professional. And the crazy thing, Mike, that's what you told me, by the way. And then it's it's really it became real. Once you're up there, it it doesn't feel that big anymore. Uh you you you you zoom in on on a certain area of the crowd. And so it really felt fucking awesome. Yeah, it was really, really a very, very uh great experience. And um a shout out to the Damexco team. They really did a great job here.

SPEAKER_01:

Well, thanks for sharing that that experience with us, Chris. And uh like tell tell talk to us about your about your presentation. Uh what we're I mean, we worked on some of this together, and yes, but I want to share this with the audience. And yeah, I I also I didn't get to see you give the talk, so I really want to hear hear your perspective on some of this, I'll share mine as well.

SPEAKER_00:

Yeah, no, for sure. Let's have an open conversation about it. So by the way, thanks again, Mike, for for helping me out with uh with with the content and storyline. By the way, for me, when when I'm on stage, the one thing I'm I'm always uh looking for the most is indications uh or indicators that people are engaging. And there are a lot of things you can look at. And the most probably objectively observable indication is certainly taking out the phone and and and you know taking pictures of something which you really want to have a look at on your own in the aftermath. And this lecture, we knew it, Mike, that we had some bold statements in there. We talked about them in a minute, but it was really uh one of the most engaged presentations I had um in quite some while, which I loved. And um the reason I think is because we were quite bold about uh our view on the future of e-commerce, uh, in particular what what will be going on um in the field of paid search, Google paid search, and our our statements uh shook some uh uh led to some shaking heads, some some big eyes, uh, and that's what we wanted, right? We wanted to create some some some thought processes, and I think that's what we achieved. And um maybe that's a good segue, mate, to to jump right into it. Yeah. So, okay, Mark, the our our our our point or our point of view on the future of e-commerce. So basically, I started with some some clarifying statements on or about the hypothesis that Google, Google search, the core product of Google, is cooked. Uh, you can remember, Mike, it was even uh a topic in one of our episodes that especially, by the way, uh shame on me, I was quite quite critical and and bearish on on Google in the mid and long term because uh we were missing the AI strategy. How do they embed it into their search product, perplexity and and chat GPD, these new disruptive players, and there were some legit threats out there now. Fast forward a couple of months. Uh, I think there's no no need to be to to fear for for Google's dominance. They are as strong as ever. And what about what I basically shared in my my talk is the reasons why why they are so strong. So A, yeah, their core product, uh which is Paid Search, crossed another 55-56 billion in Q2 this financial year for Google, which is uh whooping roughly 12% year-year growth. I mean, this is always the crazy thing, right? You you you cross 50 more than 50 billion with uh with the product and you still grow digits your year. It's mind-blowing. It's completely.

SPEAKER_01:

It truly is. Yeah, I mean, uh yeah, I think we we talked about that before, like we like we just uh me too. I think if you you if you rewind it, at first it seemed like Google was very caught very flat footed and they had all this, I think code yellow or whatever they called it at the beginning, and and then Bard was a big swing and a a miss. Um, but I I think they've largely quelled a lot of that and revenues are still up. And, you know, meanwhile, if we talk we've we've talked about perplexity on this podcast before too, but it's been about a year since they talked about rolling out ads. It's also been quite some time since they talked about integrating shopping, building up their own merchant center and stuff like that. And meanwhile, they've they've gone through at least one chief of their ad unit and maybe maybe a second one, I can't remember for sure, but it's like the oh wait, it's not that easy to just spin up an ad network out of nothing and take off the ground.

SPEAKER_02:

Uh what is a problem?

SPEAKER_01:

Yeah. And then and then meanwhile, Google executes and they come through strong, which really with Gemini 2.5 onward.

SPEAKER_00:

Yeah, it's yes. Gemini's just I mean, by the way, and this is one of the major reasons why why Google keeps keeps growing um in their in their core revenue. By the way, search makes up for around I don't know, 60% of overall uh Google revenue. So this is this is the thing for them. Yeah. And they they just found their mojo. And one reason why they found the mojo is because I think the initial pressure everyone thought to to be there uh with regards to Google, created by perplexity, created by uh chatbd. Uh these players were just not as fast as as we all thought they might be. And in the meantime, like you said, Google executed their strategy extremely well. I think they do it very cautiously. We can talk about that in a second. And another thing, and this is probably Mike, we talked about this. That just there there is of course there there are companies which are big, too big to fail, right? Uh, from a perspective that governments would never let companies die. But from you you can look have a look at a different look at it. Google is just too big to to fail in the eyes of the consumer. They're just so deeply embedded in in our daily life. And there I I shared this one stat during my talk. There are 5.8 trillion. Mike, correct me if I'm wrong, because you came up with the numbers 5.8 trillion, uh Search Queers. It's upward of 5 trillion, yeah. 5 trillion globally, and whooping 90% go through Google. So this how to overcome this. It's it's absolutely it's it's crazy.

SPEAKER_01:

Uh and yeah, yeah, I think Google's five out of five point eight or something like that. It's nuts. It's I mean, and by the way, so you shared some data about that like some new, pretty new data from OpenAI um about how people are using Chat GPT. And I'm just gonna just gonna, I'm looking at the numbers here. Like you had so one of the categories that people use it for, they're basically seeking information. And this is this kind of classic Googleish use. That's really the that's really the Google search part of Chat GPT. And of course, there's some other behaviors that get mixed in some other buckets, but we see this seeking information behavior is 21.3% of chat GPT usage, so just over a fifth, which shows you how much broader I think chat GPT is. Like people talk about it as um taking on search, but it really is a different kind of thing because people are using it for way other use cases too. But then of that, you know, of that we can also see how much of this information seeking is related to uh purchasable products, and that's 2.1% of all of Chat GPT's usage.

SPEAKER_00:

So Roughly 7, 8% of these 20% information seeking search queries, yeah. Yeah, I mean, how do you interpret that? Look, I mean, uh I had some conversations uh after the talk. Is this good or bad? Before we can talk about it, is this good or bad? I think the more important thing is also to our listeners to understand if you look at Google and the ecosystem of Google, I think Google, of course, they're caring about the market share of overall search volume, because this is this is the foundation for everything else. But at the end of the day, Mike, it's all about the the buying intended search queries. This is where the money is made. And um that's another reason why Google keeps going strong, because the share of overall search queries on the Google platform with buying intent stays around these 14 and 15 percent. So they grow the overall search volume and the share of buying intended search grids stays the same. And this is the money printing uh search queries everyone is looking for. And if you compare the 14 to 15 percent to let's say a normalized 7 to 8 percent on the ChatGPD side, if you compare really search queries with search queries, then you can see that this is another massive advantage Google has. There's just more buying intent in everything you look for on Google. However, I think these 7 to 8% happening now in this information-seeking search query cluster on ChatGPD, I think it's already significant enough to and and for me it's clearly the next step that ChatGPD will start uh monetizing on this because they have to reduce their burn rate. And this is my question I have to you, Mike. I mean, what are there any and what what's what will the strategy look like uh for uh with regards to ChatGPD in terms of a paid search product? What's your take on it? And maybe also let's talk about some timelines from your perspective.

SPEAKER_01:

Yeah, I mean, I think I agree it's a it's a volume that you can't just shrug off anymore. I think it's you know, it probably makes I don't know about perplexities volumes, but it's probably a lot bigger than what perplexity is doing, is my gut feeling here. You you mentioned paid search. Like there are two kind of sides to this. There's a whole advertising side, and then there's also like an e-commerce side, and then those two can of course intersect. Um and on the advertising side, we don't have a huge amount of details. We know that they I think we talked about in the past, but they released some new financial models about monetizing non-subscribers. And so how do you monetize non-subscribers? Well, that must be advertising. And I think the latest rumors I'm hearing are that that could happen in this quarter, in Q4 of 2025. They could start piloting that, but let's see. Um, and we'll also see if they can move things along a little bit faster than Perplexity did with their attempts at advertising. But then the other part of the other half of this is is e-commerce. And there have been some leaked documents or conversations, or there's suggestions coming out that they they might go with a commission-based model. And so there, of course, these two things can intersect. Like basically, if the if um the AI is surf, you know, someone is searching for very like specific recommendations on running shoes or whatever the case might be, um, the AI is going to surface things from its knowledge and understanding and the research that it does online. And then you can, if there's a a checkout embedded in the chat, then you can potentially pay a commission to receive that. And another, you know, another possibility here is that they can also inject product listings too on top of that. So for the people who are not surfacing, they can pay for that extra visibility. So these two things are not necessarily mutually exclusive, but we could be looking at like buy boxes and sponsored listings side by side. I I think they're absolutely interested in bringing structured data into, not just depending on the the kind of the all the unstructured data out there in the web. So it's gonna be interesting to watch.

SPEAKER_00:

Interesting, yeah. And by the way, this was also uh probably uh the the the elephant we addressed in the room that because to the listeners out there, we what we see right now is that Google is is I think they have have their Motra back with their AI strategy. I think AI O's is a fucking great product, AI mode's a great product, but everything what they ship right now, correct me if I'm wrong, Mike, but it's is on the playing field of let's say organic search. It and and the organic search, as important as it is, it's just it's not part of the core revenue stream. So I think they have a playing field here, they can test out a lot of things. And here, if you look at this closely, that was one of our statements during the talk is uh if you look at this closely, you can see how disruptive these new AI-based products can be. Uh, because AIOs are the the one big signal uh of things to come because the these AIOs are producing zero-click events in masses. I just don't need to go to a publisher's website anymore. So this this one product disrupts a whole industry, which is content creators, publishers, and you see it by the back by the data that the clicks are just going down while the impressions are up. And the big question, Mike, will be when will be the step towards or into the paid search uh field where AI-based products like shopping assistants or something similar will massively disrupt the the I don't know, the e-commerce workflow as we know it right now, that you have a click, someone goes to your website, you build some relation with the client, he buys on your website. What is your take on this?

SPEAKER_01:

Yeah. Well, uh I mean, it's it's like you said, like I mean, people have been complaining about zero click phenomena from Google and formats and what like SERP features on on the search engine result page for years. It's not new, but it's massively accelerated. And um Google denies that there's a problem, but they also contradict themselves. And I think there's clearly a problem on the organic side in terms of informational queries, but we were looking at data from eMarketer together. I guess it's actually from similar web via eMarketer or whatever. But um, so you were presenting this to uh on stage where so far that that traffic decline, that organic traffic decline is not being seen in e-commerce. It really seems limited more to informational queries, not toward these commercial search funnels. But there are also signs that that's starting to change bit by bit. And I think with AI mode, that's where that can happen even a lot more because Google decides if they're gonna show if they're gonna show an AI overview or not for a given query. Um, and that's what's happening in the classic search engine result page. But AI mode is an alternative. And Google can't really like it it's a bit different. It's much more like ChatGPT, and the user is in much more control there and interacting much more with the AI. My my uh impression understands that there's less mediation by Google there. And so I think people can use AI mode however they want. I've been using ChatGPT as a shopping assistant for a couple of years, even though it's not specifically built that way, but it's a sandbox. And then the question is, do they then start to build features to really set support that use case, to detect and support that use case, which ChatGPT has already begun doing, and they've been doing it for months now, and and Google can start doing this as well. And like you said, that starts to then disrupt the classic e-commerce funnel and relationship, yeah, at least through search and uh that has existed so far.

SPEAKER_00:

Yeah, for sure. And by the way, the the the the one thing which will probably be highly disrup disrupted is which mechanics will apply in order to be able to push your product to be shown, right? Because the AI mode, which is Gemini powered, I I guess, I assume, they they they will crawl also all the organic content. It it's it it will the whole mechanic how to push your product will probably change. And the biggest change from my perspective, from my humble uh opinion, is of course, if let's say ChatGPD and and you made a convincing statement that there are already leaked documents, that there will be also kind of a um buy-in app possibility, so that I don't have to go to a website anymore. Pervaxity also claimed that you are going down this route. What if Google is, you know, giving giving a buy on Google another try? Uh I mean it didn't land well in France five years ago.

SPEAKER_01:

Yeah, they tried in the US as well. It was a disaster in both markets, yeah.

unknown:

Okay.

SPEAKER_00:

But this for me, Mike, uh elaborate on this to all the listeners who have who run or own uh uh a web shop. This is the one thing which I really thought about long and hard because this changes everything fundamentally. If I'm just a warehouse for Google, yeah. Let's be provocative here.

SPEAKER_01:

I I know, and I yeah, I mean, by buy by on Google uh was this attempt, they had it next to standard product listing ads and Google search results. There would also be these little units, they looked functionally identical, but instead of when you clicked on it, instead of going to uh the e-commerce website, there would be this chance to just buy it right there, and then um you would pay a commission on it. So it's similar to what we were just talking about with ChatGPT, and it's a bit like a buy box type unit or something like this in Amazon. And that was a total disaster. It was rejected by the market, like they they were um for a while. You could see growth numbers there, and it was it had kind of linear growth, but very slow growth, and then it was just flatlining, and then they even took the commission away and they couldn't get people to do this for free. Like it was it was free. They were and but that's it's just that's not the relationship that people wanted to have with Google. Um they it they would rather have they would rather pay to have that traffic come on their website where they can own it from there and bring it in their CRM and gather their first party data and all this stuff. And now the question is like, is Google's kind of market power strong enough, or is this there's this there's different factors, is this perceived differently enough that people are willing or gonna have a different expectation, or it's considered so high value that they want to be there, or they don't have a a choice, you know? It's just like you said, I mean, I think I'm kind of like I I think when we're this phrase we're we're maybe stealing a bit from our friend Stefan Wenzel. He's been on this podcast before, by the way. But I I heard a paraphrase of Stefan from K5, another German conference earlier this year, and and maybe I just connected the dots here. But like back in the days, everyone talked about these big box retailers like Best Buy and Whoever as Amazon's showroom. And you know, people shoppers would go in a store and they'd pick out what they want and then they'd buy it online cheaper. And now you are like ChatGPT's warehouse. Like people find what they need on ChatGPT or in AI mode, and then you just end up fulfilling that order, and it's much more low-value, transactional. You transactional, not relational.

SPEAKER_00:

Relational. Like I said, this is probably the most because uh yeah, I mean, the change from a CPC model to a commission model, that itself would be quite, quite, quite, quite fundamental. But that change that I buy on Google and I don't care anymore where I buy it, because Google becomes this marketplace. For retailers, it's uh I mean probably not the brightest future, honestly speaking. But at the end of the day, Mark, this this is what what I mean. I didn't tackle it uh during my my talk because I only had roughly 20 minutes. But what I thought about is yes, for for now we we we we see Google search keep going strong. And like I said, we I think we were wrong that the threats are so massive that we see any disruption in numbers whatsoever. But one thing which which I was thinking about is at the end of the day, Google is the best product in the world because it drives client value. And I'm talking about you and me as as people who are using Google for information seeking queries, buying intended search queries, whatsoever. If perplexity or chat GPD can make this just a little bit better, because you really get a better results and have a leaner shopping experience because you can buy directly in the app. I assume Google will have to follow in a certain degree. That's why we made the statement, ladies and gents, that it's not a question of of if this will happen, meaning that there might be this commission model, that there might be this that the CPC model gun, that there might be this this buy on on Google. It's rather a when. Because ultimately it will be about that the value they create for for for the end consumer, right? And and that's you and me and and all the artists uh what's your take on that, Mike?

SPEAKER_01:

Yeah, yeah. I mean, uh I don't think that this is a zero-sum game. I don't think that that like AI shopping assistants will rise to 100% of the market or something like that. Just like e-commerce hasn't risen to 100% of the retail market and it never will. Um and and you know, then as a subset of e-commerce, shopping assistants are never gonna reach 100% of the market because there are things where like the fact is, some people like to browse, they like to look at things on their own, they like to visit different brands. Um, and it depends what category you're buying in. So even like peep there are gonna be just different demographic preferences. There's gonna be even within demographics, different category preferences. But I definitely expect that we're going to see this old school model, let's call it, of people visiting e-commerce websites. It's gonna start to go into a form of secular decline. And that's definitely bad for big retailers too, because big retailers have been meanwhile building up whole propositions about the amount of volume they have on their website, spinning out their own marketplaces. There's been a huge proliferation of marketplaces, then spinning out retail media networks on top of that. Yeah, that's another thing. Retail media. Holy shit. Yeah, marketplaces are are are highly threatened as a category. Um even than like I think marketplaces very threatened. Retailers, moderately threatened, brands a little bit less threatened, in my opinion.

SPEAKER_00:

But it is I I agree on that. I think the big so the the biggest threat right now are to any publishers because the IOs are already eating, eating, eating, eating their lunch to a certain degree.

SPEAKER_02:

Yeah.

SPEAKER_00:

If this it's not an if when this buy on Google will happen with uh different mechanics behind it, um, but these are the details then. But if this when this happens, I think you're right, um marketplaces are are they they are in massive troubles. Multi-brand online stores, probably second. The brands are to a certain degree safe because I think they are they have more direct traffic and and there's a stronger relationship by by by design. So I'm um, yeah, I cosound that.

SPEAKER_01:

Yeah, I mean, yeah, brands, it be it becomes part of this D2C versus distribution thing. And D2C was very hyped for a while, but even the the D2C purists realized that um you can't ignore distribution and the Amazon is a channel, D2C will be a channel. What's that?

SPEAKER_00:

Ask Nike.

SPEAKER_01:

Ask Nike, yeah, yeah. We talked about this in a previous episode. So I think for brands, um this becomes another channel, and maybe it's not the best development in the world, but it's probably not the worst either. That's my maybe naive take on it.

SPEAKER_00:

But you know, Prizity development's uh ahead of us, that's for sure. But we will monitor it closely. That's that's all right.

SPEAKER_01:

I mean, retailers and marketplaces, they serve a comparison function. It's a it's a it's a part of what they do. And so for them, it's probably not not gonna be as much fun. But we're getting a little tight on time, Chris. You wanna uh show it?

SPEAKER_00:

I think we covered the most important things, honestly speaking. It's it's it's a fas I mean, look, I mean, I would love to discuss this uh another another 60 minutes or another 30 minutes. Uh it's it's it's a fascinating topic, and yeah, I'm just so curious what what's going to happen. I mean, um yeah, ChatGPD, the how how crazy would that be, right? Something significant, news are shipped in Q4. Because again, Google is playing on its own terms right now, and rightfully so, and they played perfectly, step by step, incrementally, not interfering with the paid search product. But the reason why they can play it so safely is because ChatGPD and the Perplexity, you know, haven't had their home run moment. Let's say Q4, it will happen. Yeah, then I think we we even look at the way more way bigger dynamic. So it's crazy times we live in.

SPEAKER_01:

Yeah, for sure. I mean, the the like it's just not a given. It's yeah, it's very impressive how fast ChatGPT has grown. Um, but Google has this critical mass, and yeah, um, and they're not even they're not even like uh they're like you know one of the super massive black hole around which this whole galaxy is spinning. And they are here to stay. It's going to take a lot to change that dynamic. And it'll be a matter of years.

SPEAKER_00:

But the cool the cool thing is, and that's what what uh what I'm personally very happy about is it, you know, and we talked about this, even if the threats are not as big as we might might have thought in the first place, at the end of the day, the end consumer will will benefit the most. And that's a cool thing. Google is forced to innovate way more fundamentally now compared to let's say 10 years ago. And this is a great thing because Google is, let's face it, one of the greatest companies on this planet. And great innovations will happen, it will disrupt some businesses, that's for sure. Another thing for sure, Mike, we will have a lot of things to talk about in this podcast.

SPEAKER_01:

For sure. Yeah, the whole ecosystem will need to evolve. But let's leave it on that note. Um, thanks, Chris, for for sharing um sharing your DMEXGO experiences with us. Yeah, we'll see you all next time. So, yeah, let's do a little outro then. That's on you, mate. Okay. So you know what? You're gonna have to take over. Some duties here too, man. I will, I will, I will carry the weight of the world and my shoulders here. Intros and outros. All right. So thanks everyone for listening to another episode of Growing E-Commerce. Uh, Growing E-Commerce is brought to you by Smarter Ecommerce. You can learn more over at Smarter-Ecommerce.com. And as always, please remember to share this podcast with your friends, your family if you think they'd be interested. Why not? Leave us a review. Give us a star rating. We really appreciate it. Thanks, and we'll see you next time.