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This sounds very much like an attempt to generate traffic outside of their system so they can use it as a defense against a potential lawsuit for having a monopoly.
"See, we aren't a monopoly, we push users to external platforms to purchase goods directly from other businesses."
Not saying that's what it is but it would make sense.
It feels more like they want you to always use their search when you want to buy anything, which would make you buy it from them if they do sell it.
As if the search results weren't muddy enough already
I wonder if this is to try to more directly counter Shopify?