It sounds like hyperbole, but it's not.
We spent a decade learning to please the Google algorithm. We stuffed keywords, built backlinks, and optimized for crawlers.
Now, the power has changed hands.
It's not Google anymore. It's the AI that sits on top of Google.
The AI your customer asks for a recommendation.
If you're still just doing 'SEO', you're building a beautiful house on a street that's about to be bypassed by a superhighway.
Plan accordingly for what's coming. If you don't, your ecommerce aspirations will likely suffer irreparably.