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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
In 2025, the first edition of this study showed a picture of continuous growth: the SEO visibility of top shops increased by 2.95 percent within one year, and by 29.7 percent over three years, with an organic traffic share of 42.5 percent. The 2026 study shows a trend reversal: after three years of growth, median visibility fell by 16.7 percent in the last year, and the organic traffic share dropped to 33.3 percent. The key driver: the impact of Google AI Overviews has tripled from 4.3 to 14.2 percent of keywords, with a significantly widened gap between being affected and actually being cited as a source.
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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.
