In what’s being called the biggest antitrust trial in the tech world since Microsoft in the late '90s, the U.S. Department of Justice vs. Google has entered a pivotal stage—and the outcome could fundamentally reshape the digital marketing and ecommerce landscape.

At BlueSwitch, where we help Shopify Plus brands scale through paid media advertising, SEO, and retention marketing like email and sms, we’re closely watching this case. If your eCommerce brand relies on organic traffic, search ads, or any platform within Google's ecosystem for visibility and sales, you should be paying attention to this antitrust lawsuit too.

Here’s everything you need to know about the 2025 Google antitrust lawsuit—and how this lawsuit could impact your eCommerce business.

Google’s Alleged Search Monopoly

At the heart of the DOJ's case is a simple but high-stakes claim: that Google has unlawfully maintained its dominance in search through exclusive deals—most notably, paying billions to Apple, Samsung, and others to be the default search engine on devices and browsers.

The DOJ argues Google’s stranglehold dominance of the search ecosystem harms competition and innovation, effectively locking out rivals and limiting consumer choice. Between Google Search, Chrome, Safari (whose default search engine is Google) and Android products, it’s estimated that 90% of ALL computer and mobile device users on the planet use Google products by default.

Whoopsie! That sure sounds like a monopoly. However, Google argues that all those users actively choose to use Google because it's the best search engine product on the market, not because it’s forced upon them. It’s a good argument, but is it enough to remove all doubt as to Google’s role in this alleged monopoly?

Apparently not, because in April 2025, a federal judge determined that Google’s hold on the search ecosystem does indeed constitute a monopoly. This was a massive blow to the Google empire, and could have a variety of impacts on Google’s outsized customer base. At the time of this writing, we’re still not sure what to expect from the court’s ruling, but potential verdicts could include:

Breaking up parts of Google’s search and advertising businesses
Restricting Google’s exclusive deals with hardware and software partners
Requiring major changes to how Google presents organic and paid search results

Let’s break down what all this means for ecommerce and digital marketing.

Impact on Google Ads: More Competition, New Challenges

If the courts force Google to scale back exclusive search deals or change how its advertising platform works, we could see:

1. Higher Ad Costs in the Short Term

If Google is restricted in its control of search and user targeting, brands may need to increase spend to maintain visibility. Cost-per-click (CPC) could spike as advertisers compete for reduced traffic share.

2. More Diversification of Ad Channels

A ruling against Google could accelerate the rise of alternative ad platforms—Microsoft’s Bing Ads, Amazon Ads, TikTok, Meta, Pinterest, even Apple. Ecommerce brands may soon need to spread budgets across more channels to reach their audiences effectively.

3. Disruption to Google’s Ad Stack

If Google is required to divest parts of its ad tech business (as some lawmakers suggest), it may no longer control both the buy-side and sell-side of display advertising. That could lead to more transparent auction processes, but also a major shift in how programmatic media is bought and sold.

Google Ads Takeaways for Shopify Brands

Now is the opportune moment to ensure that your advertising strategy isn’t excessively reliant on Google. It is wise to consider diversifying your approach and advertising budget by incorporating additional channels such as

Paid Social (Meta, TikTok, Pinterest, etc.)
Email & SMS retention marketing
AI + GPT SEO
Influencer marketing
Retail + POS
B2B and Wholesale

Embracing these alternative marketing channels can significantly enrich your overall marketing efforts while simultaneously enhancing your visibility in an increasingly competitive landscape. By adopting innovative new platforms, you not only have a great opportunity to reach a broader audience of potential customers but also to discover inventive new ways to effectively grow and elevate your brand in unexpected ways.

Impact on SEO: Organic Reach Could Improve—for Some

A potential reshuffling of Google’s search results interface could create significant ripple effects for the entire landscape of SEO. As changes are implemented, businesses and marketers alike may need to adapt their strategies to maintain visibility and engagement in an evolving digital environment.

1. Less Real Estate for Google-Owned Properties

The DOJ claims that Google often promotes its own services—like Maps, Shopping, and YouTube—over organic listings. If the court forces Google to unwind those advantages, more organic space could open up for eCommerce sites that don’t leverage other Google properties.

2. A Shift in Search Habits

If Google loses default status on iPhones and other devices, more users may turn to Bing, DuckDuckGo, or AI-driven tools like ChatGPT for search—now known as SearchGPT. SEO strategies will need to account for multiple search engines and platforms—not just Google. The best way to reach GPT users is through written content on your site, like long-form blogs, landing pages, founders stories, FAQs, and product rundowns.

3. A More Level Playing Field—for Now

If the courts weaken Google's gatekeeping power, newer or smaller brands may find it easier to compete in organic search results—especially if they invest in technical SEO, content quality, and user experience. Ultimately, the sites that provide the best experience are the most likely to earn their way into the top slots in any search environment.

SEO Takeaways for Shopify Brands

Invest now in the essential fundamentals of SEO—site speed optimization, effective use of structured data, and the creation of high-quality, engaging written content—so you’re perfectly poised to capitalize on any organic visibility gains that may arise from a rebalanced search ecosystem in the near future.

Impact on Ecommerce Strategy: Adaptability Is Key

Whether you’re scaling a DTC brand or managing a fast-growing Shopify Plus storefront, the common thread here is uncertainty—and opportunity.

Here’s what we recommend:

1. Diversify Your Acquisition Channels

Don’t rely solely on Google. A strong ecommerce growth strategy in 2025 will include a mix of:

Paid and organic search
Social advertising
Email and SMS marketing
Influencer and affiliate channels
Loyalty and retention programs

2. Focus on First-Party Data

Google’s advertising machine thrives on third-party data—but privacy laws and platform changes (including this trial) are forcing a shift toward first-party data strategies. Email and SMS are more valuable than ever.

3. Watch for New Shopping Surfaces

If Google Shopping is restructured or loses preference in search results, alternative marketplaces and discovery platforms (like TikTok Shop, Instagram Shops, and even Amazon) may become more important for visibility.

eCommerce Takeaways for Shopify Brands

The surest way to prepare for uncertain times is to diversify. If your eCommerce brand solely relies on Google-owned channels for traffic, engagement, and revenue, it might be time to rethink your marketing strategy, and expand into new channels.

Whether it’s advertising on alternative social media channels like TikTok and Pinterest, product placements and sponsored content, or producing your brand’s very first Super Bowl commercial, the key to eCommerce success is diversifying your marketing strategy. Omnichannel customer journeys, audience-first advertising, and owned-marketing channels are your best defense against platform volatility.

Final Thoughts: A Turning Point for Digital Marketing

Regardless of the eventual outcome, this prominent lawsuit undoubtedly marks a significant turning point in the way we think about search, advertising, and the broader landscape of digital competition. For ecommerce brands, it serves as both a cautionary tale and a crucial strategic inflection point that could reshape their approaches.

At BlueSwitch, we are meticulously monitoring the developments of the Google antitrust case, ensuring that Shopify Plus merchants can adapt in real-time to any shifts in the market. We are dedicated to designing performance marketing strategies that are not only flexible and diversified but also proactively prepared for whatever comes next in this evolving environment.

Need help future-proofing your digital marketing strategy?

BlueSwitch is a Shopify Premier Partner with 25 years of experience in eCommerce and digital marketing. Let’s talk about how we can grow your Shopify Plus brand—no matter what the future of search looks like.

Google Antitrust Lawsuit: What it Means for eCommerce Brands