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New Study: How AI Search is Changing SEO Visibility in E-Commerce
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For marketing and digital leaders in banking and insurance who want to know how visible their industry actually is on Google and in AI search systems. The first analysis of its kind for the German financial sector, covering 250 banking and insurance domains.
Sample
250 domains across five segments (banks, insurers, fintechs, trading and payment providers)
Data sources
SISTRIX Visibility Index, SimilarWeb, BuiltWith
Publication
Mid-September 2026
While SEO visibility in e-commerce has plummeted by 16.7 percent within a year, it has remained virtually unchanged in the finance and insurance sector (rank correlation 0.955). This may seem reassuring, but it is deceptive: AI-generated answers now appear for 75 percent of searches—more than five times the rate seen in retail. During the research phase, which accounts for 86 percent of all search terms in the industry, AI impact reaches as high as 91.6 percent. In only 7 percent of these AI answers is a provider brand cited as a source; in the remaining 93 percent, brands are left out entirely. Furthermore, the few brands that are mentioned are almost exclusively those that already have strong traditional visibility (correlation 0.89).
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In this study, LEAP and SISTRIX combine two complementary areas of expertise: LEAP provides analytical proficiency in SEO and conversion optimization, backed by experience from over 4,000 A/B tests in German e-commerce. SISTRIX provides the data foundation—ranging from the established Visibility Index to insights on AI Overviews and AI citations. This combination of long-term search data history and a current AI perspective makes this unique analysis possible.
When your industry's SEO visibility drops after three years of growth, this year will decide who falls behind and who keeps pace. For marketing and e-commerce leaders who want to base their growth planning on real industry data rather than guesswork, the full study—including all industry clusters and custom benchmarking—is available only here.
