Is it to be the top e-commerce site or the top search engine or both I guess?
I think all of us that sell online need to really pay attention to the changes.
Here is an article written by Google about the changes
Google Shopping Changes
They are running an incentive program if you sign up by Aug 15th which is right around the corner. I will definitely be doing this today.
I know some will just ignore it and hope that Etsy and Ebay are partners in it but I prefer to take things into my own hands.
They are also promoting the Google Trusted Stores badge. I think this too is going to be important going into the future. The only way to have this is to have your own stand a lone website.
Again everyone selling on the internet should have their own website!