Where are Google Shopping products located on the SERP: desktop vs mobile

Understanding where products appear on the page helps optimize for visibility across different devices. Desktop and mobile users experience SERPs differently, and Google adapts product positioning accordingly.

Desktop SERPs consistently extend deeper than mobile, reflecting the larger screen real estate available. This difference means desktop users can see more content without scrolling, while mobile SERPs are optimized for quicker consumption.

Why page depth matters for visibility

The position of product carousels on a SERP directly impacts visibility and click-through rates. Products appearing higher on the page (at lower depth percentages) receive more attention and clicks than those requiring significant scrolling. This is especially critical on mobile devices, where users are less likely to scroll deep into search results.

How Google positions products differently on desktop vs mobile

Google's algorithm adapts product positioning based on device type. Desktop SERPs can accommodate more content vertically, allowing product carousels to be distributed across a longer page. Mobile SERPs, constrained by smaller screens, prioritize the most relevant products near the top, with subsequent carousels appearing further down. This device-aware positioning ensures users find what they're looking for quickly, regardless of their device.

Implications for optimization

Understanding where your products appear on different devices helps you develop a comprehensive visibility strategy. On desktop, you have more opportunities to appear in visible positions, but competition is also higher. On mobile, appearing in the first few carousels becomes even more critical since users are less likely to scroll. For more insights on how products are distributed across SERPs, see our analysis on how desktop and mobile SERPs differ.

How we calculate page depth

Page depth is calculated using the pixel position of products on the SERP. For each SERP, we identify the deepest product (maximum pixel_y value) to determine the page bottom. We then normalize each product's position relative to this maximum: normalized depth = (pixel_y / max_pixel_y) × 100. This gives us a percentage where 0% represents the top of the page and 100% represents the bottom. For carousel depth analysis, we calculate the average normalized depth of all products within each carousel (rank_group) to determine where that carousel appears on the page.