The cost of doing business.
While it’s not clear to me if the fine accounts for Google’s total revenue from Google Shopping while the infringement occurred it at least is based on a percentage of revenue which increases with each reoccurrence.
According to [1] “the starting point for setting the fine will take into account a percentage of the value of sales to which the infringement relates, multiplied by the number of years of participation in the infringement. Under the fines Guidelines in force since 1998, the starting point of the fine is based on a lump sum, depending on the degree of gravity of the infringement, to which a 10% increase is added per year of infringement.” and “The Commission's fine of €2 424 495 000 takes account of the duration and gravity of the infringement. In accordance with the Commission's 2006 Guidelines on fines (see press release and MEMO), the fine has been calculated on the basis of the value of Google's revenue from its comparison shopping service in the 13 EEA countries concerned.”[2]
1: http://europa.eu/rapid/press-release_MEMO-06-256_en.htm?loca...
2: https://ec.europa.eu/commission/presscorner/detail/en/IP_17_...