Google is taking over your sales: what’s next for e-commerce businesses in Lithuania?

While in Lithuania we are still focused on increasing traffic, optimizing conversions, and improving UX, globally Google is already beginning to take over part of the actual sales process.

This is not a theory or some distant future. In the U.S. and other larger markets, solutions are already being tested that allow users not only to ask AI for recommendations, but also to purchase products instantly-without ever leaving the Google environment.

In Lithuania, these features are not yet fully available. However, one thing is important to understand: the shift has already happened at a technological level. Which means that by the time it fully reaches our market, adapting at the “last minute” may already be too late.

The question today is no longer if this will arrive, but whether your business will be ready when it becomes the standard.

Google agents: what is actually changing?

Until now, artificial intelligence has mostly been seen as a helper-it assists with searching, comparing, and analyzing information. In other words, it makes the process easier, but the final decision is still made by the user.

However, the new direction is fundamentally different. AI is no longer just an assistant-it is becoming an actor, a system that can perform actions on behalf of the user.

This is where so-called “agents” come in.

The simplest way to understand this is to compare how search works today versus how it is evolving.

Previously, if a user was looking for a computer, they would:

• enter a query into Google,
  
  
• open several websites,
  
  
• compare options themselves,
  
  
• and make the final decision.
  
  

This was a longer process, where most of the work was done by the user.

Now the situation is changing. A user can write something like:
“I’m looking for a laptop for video editing under €1500.”

And then:

• AI understands the need,
  
  
• selects a few suitable options,
  
  
• explains the differences,
  
  
• and shows where to buy them.
  
  

This means part of the decision is already made for the user.

But most importantly-the process doesn’t stop there. The next step, which is already being tested, is that the system can not only recommend, but also initiate the purchase: select the product, pass along the user’s details, and guide them directly to checkout.

In other words, instead of the user going through the entire buying journey themselves, a significant part of it is handled by the system.

And this is the fundamental shift: you are no longer communicating only with a person who reads and compares. You are also communicating with an algorithm that:

• selects the options,
  
  
• interprets the information,
  
  
• and increasingly determines what will even be considered.
  
  

If your product does not make it into this “selection layer,” there is a high chance the user will never even see it.

Direct Offers: the moment you win-or lose

One of the mechanisms that becomes especially important in this new reality is “Direct Offers.”

It is important to say this clearly: this feature is not yet available in Lithuania. At the moment, it is being tested in larger markets (such as the U.S.) and is only accessible to a limited number of businesses. However, this is not a random experiment-it clearly signals the direction Google is moving in, and it is only a matter of time before it reaches Europe.

So this is not about what is happening in Lithuania today, but about how the buying moment will look in the near future-and how to prepare for it now.

“Direct Offers” are not traditional promotions or discount campaigns planned in advance and shown to everyone equally. They work differently: these are offers shown to users within a specific context-at the exact moment when they are already searching for a product and are close to making a decision.

And crucially-they appear not on your website, but directly within Google’s AI-generated responses.

For example, a user enters the query:
“I’m looking for an ergonomic office chair for working from home.”

AI provides a few product options with short explanations. At this stage, one seller might stand out with an additional offer, such as:

• “–10% today via Google only”
  
  
• “Free delivery within 24 hours”
  
  
• “Extended warranty if you buy now”
  
  

This is what a “Direct Offer” is-a platform-level offer that appears directly in the decision moment, before the user even clicks on a link.

The difference from traditional promotions is significant:

• the offer is shown only to users who demonstrate clear purchase intent,
  
  
• it appears before they visit your website,
  
  
• and it is often displayed alongside competing offers.
  
  

This means the user may never even reach your website-the decision can be made directly within the Google response.

And that is why even a small additional incentive can determine the outcome.

The key thing to understand is that this happens not at a planned time, but in the exact moment of decision-making. As a result, competition becomes:

• immediate,
  
  
• dynamic,
  
  
• and highly context-dependent.
  
  

Today, this is not yet active in Lithuania. But when it arrives, those who are prepared-with clear offers, structured data, and the ability to respond to user intent in real time-will have a clear advantage.

Where does your e-commerce store fit into this?

Naturally, this raises a question: if Google can recommend and even complete a purchase, what role does your website still play?

One thing is clear-its role is changing.

Previously, your website was the primary place where:

• decisions were made,
  
  
• trust was built,
  
  
• and purchases happened.
  
  

Now, part of this shifts to the platform. This means your website becomes:

• not the only point of sale,
  
  
• but one part of a larger system.
  
  

This may result in reduced control over:

• the user experience,
  
  
• customer data,
  
  
• and the relationship with the customer.
  
  

And this is why businesses need to start thinking beyond just optimizing conversions on their own site.

What does this mean for businesses in Lithuania?

Although these solutions are not yet fully available in Lithuania, it is important to understand that this is not a local change-it is a global shift that will inevitably reach our market.

And here a strategic choice emerges: wait until it becomes standard, or start preparing in advance.

There are several concrete things worth doing now.

First-data.
Your product information must not only look good to people, but also be clearly understandable to systems. This means product titles should be precise (not creative, but clear), descriptions should be informative, and all attributes should be consistently filled in. AI does not “guess”-it relies on what is provided. If the information is vague or incomplete, your product may simply not be included in the selection.

Second-offer logic.
The approach to promotions needs to change. Instead of relying solely on pre-planned campaigns, more importance will be placed on offers that work in specific situations-when the user is actively comparing options. This means thinking about what additional value you can present at the moment of decision: a discount, faster delivery, or another benefit. In other words, you need to prepare not just campaigns, but responses to user intent.

Third-customer relationship.
If part of the purchasing process moves to platforms, you will naturally lose some direct contact with the customer. That is why it becomes critical to build relationships in other ways: through loyalty programs, content, email marketing, or communities. If customers recognize and trust your brand, the likelihood that they will choose you-even within AI recommendations-becomes significantly higher.

Conclusion: competition moves into an invisible layer

The biggest shift is that competition becomes less visible.

Users no longer see all available options-they see what the system chooses to show them.

That is why it is no longer enough to simply be present in the market-you need to be selected.

And this is the core challenge: if your business is not prepared for this logic, you will not lose the competition-you simply won’t be part of it.

So the real question today is not about technology, but about readiness: is your business already thinking about how it appears not only to people, but also to the AI that increasingly makes decisions on their behalf?