When Google started pushing its own comparison shopping service in search results in 2008, traffic to rival price comparison sites plunged, triggering complaints and an EU probe that produced a €2.42 billion fine in 2017.
Google fought the ruling before losing at Europe's top court last year.
Britain's Foundem pursued one claim from the start, which Google said on Tuesday it has now settled. The terms of the settlement are confidential, a Google spokesperson said. Foundem did not respond to requests for comment.
Google also earlier this year settled with the UK shopping website operator Connexity.
Sweden's PriceRunner, backed by Klarna KLAR.N, filed a multibillion-dollar suit in 2022 after Google's appeal was rejected.
UK price comparison site Kelkoo, which is seeking billions of pounds from Google in various damages claims after the EU decision against Google's shopping service, said the latest EU fines could boost ongoing claims.
"We expect these to be impacted somewhat by the DMA decision because it shows that Google is still self-referencing even to this day," Kelkoo CEO Richard Stables told Reuters, adding the DMA decision gave others more ground to sue.
Matej Pardo, chief operating officer at litigation financing firm LitFin, which is backing two groups suing Google in Amsterdam for its shopping auctions, seeking over $1 billion combined, echoed the sentiment.
"There are already a lot of these claims being filed, and probably more that are (being) prepared," he said.
Italy's Moltiply Group, which operates price comparison website Trovaprezzi.it, is seeking €2.97 billion.
Google's fines last week were the fifth and sixth overall for anti-competitive practices. Last month, Google lost a long-running fight against a record €4.1 billion EU fine for using its Android mobile operating system to block rivals.
Marco Pescarmona, chairman of Moltiply Group, one of the complainants against Google, said the recent DMA decision will bolster damage claims, though he questions Brussels' willingness to fully use the law to eradicate self-favouring if non-compliance continues.
"The DMA is a very good piece of legislation. The defect maybe is that it's so effective that they're afraid to use it," he said.
Google, meanwhile, is counting on time working in its favour, lawyers said, given cases can drag on for years. It may yet challenge the fine imposed under the DMA.
In the shopping suit, nearly two decades passed between the alleged abuses and Google's exhausted appeals.
"By that time, they've already monopolised many markets," said LitFin's Pardo, calling the fines "a cost of doing business", adding wait times could be up to eight years.
In the PriceRunner case, a Stockholm court in July ordered Google to pay roughly $1.97 billion including interest — a ruling Klarna welcomed, but does not expect to collect on soon.
"We can expect an appeal to take over a year, and likely years," Klarna's counsel Pontus Scherp said.
