The shopping season is just around the corner, and I am asking myself if there are any changes in user shopping behavior due to the reduced diversity in Google SERPs for commodity item searches.
The Big Brands are going stronger than ever in Google, and we have reached the point where one can easily guess 7-8 out of the first 10 search results for any commodity item search.
Then, the question is: why search at all? Personally, I already know what 1-2 sites from the Big Brands I like to shop on and go directly there. Looking for home appliances, for example? I know how the results look like. Overstock, Walmart and BestBuy - but I don't like to shop there. Amazon is of course there too - good enough for me. But why use Google to get there? Google is an unnecessary step, the middlemen I can eliminate.
The same has been true for travel industry for a long time already. Who is using Google for hotel booking these days? It's all TripAdvisor there anyway. And TripAdvisor is a great site - I just go there directly and that's all I need.
Are there any signs of the shoppers behavior shifting? Or Google still remains the main doorway page to Internet shopping destinations?