A Stable Spring. A June Explosion.

The second quarter of 2026 in the e-commerce world was marked by the transition from the spring season to the pre-summer period and the consolidation of market positions. The results from our CSS program (Shopping in EU) for the months of April, May, and June once again confirmed that an intelligent approach to performance advertising brings e-shops a steady stream of customers.

Most importantly, however, they showed us that the end of the quarter can deliver results that rewrite previous records. While spring brought the expected stability and high interest in products, June delivered an absolute sales phenomenon.

Spring Stabilization and a Smooth Start…
April started exactly as we expected. With over 6.7 million clicks and 340 million impressions, it was a stable month when consumers actively searched primarily for spring assortments. Conversions at the level of almost 249 thousand brought e-shops a stable value of over €615 million, providing a great springboard into the entire quarter.

Maximum Traffic and Peak Shopping Appetite…
May was the strongest month of the entire quarter in terms of user activity. We recorded an all-time high—more than 7.35 million clicks and a massive 371 million impressions. People were clicking intensively and comparing offers.

Although the total conversion value was slightly lower (€534 million), the highest number of conversions in the quarter (over 273 thousand) showed that e-shops successfully awakened shopping interest and built an audience before the arrival of summer.

An Absolute Explosion of Purchasing Power…
In June, something happened that completely changed the quarterly balance and rewrote the charts. Although traffic dropped slightly compared to May (7.27 million clicks), the conversion value shot up to astronomical heights.

Similar to February during Q1, it became evident that customers moved from the “browsing” phase to massive buying, adding more expensive, higher-value products to their carts. June thus became the uncompromising king of the entire quarter.

When we translate the past three months into the language of pure numbers, the overall track record of our CSS program for the second quarter looks excellent:

CTR remains stable just below the 2% mark: A Click-Through Rate (CTR) of 1.98% confirms that the relevance of ads in the CSS program remains highly consistent. Google delivers your product ads exactly to the people who have a genuine interest in them. Proper targeting and precise optimization of product feeds mean that budgets are not wasted on random and inefficient impressions.

Campaign reach remains massive: With more than 1.07 billion impressions over three months, participating e-shops are guaranteed a constant presence in customers’ minds. Even during periods when customers take longer to consider a purchase, your products are constantly visible, thereby building a strong position for the final purchasing decision.

Average Cost Per Click (CPC) maintained a very comfortable level of €0.27: Considering the growing competition in the market and the transition into the summer season, this is a great result. CSS Shopping in EU continues to provide e-shops with a stable and safe environment for their budgets, allowing them to scale their campaigns without auctions eating into their margins.

A billion-euro June pushed conversion value to a new level: Although the quarter-wide conversion rate of 1.47% is completely standard for the pre-summer period, the total value of generated purchases, which climbed to nearly €3.85 billion, is breathtaking news. Customers shopping through the CSS program exhibit enormous purchasing power.

The second quarter of 2026 clearly showed that consistent work and optimization during April and May prepared the perfect ground for June’s success. June demonstrated that the e-commerce market can surprise with a massive wave of purchases featuring high order values if you target the right audience. With a stable CPC and strong CTR, e-shops participating in our CSS program are entering the second half of the year in full force and with enormous sales potential. The market is working, revenues are growing—you just need to stay the course.