It could decrease CTR. With G directing a trend toward zero-click searches, CTR would seem to lose some of its value as a ranking signal, which in turn can would mean lower interest in CTR, with a higher interest in acquisitions, It could lower CTR by letting people browse the item on the search page, with only the more interested buyers clicking through. And those buyers have other options. E-commerce marketers may discover themselves in the same uncomfortable place into which G corralled news publishers - it uses your content to drive interest in searches then diverts your traffic to their advertisers instead of to your publication and its advertisers. Your 3D purse in search results may eventually appear below 3 other 3D purses -- all of which paid for a higher spot on the page. Your job as an organic ecommerce agent, as far as the search engine is concerned, is to be the "also ran" candidate.