Google is updating the shopping experience on Google Search for mobile devices, creating a new section that features the most popular products from stores. The feature, available for clothing, shoes and accessories, curates a visual selection of items which can be browsed and filtered, with selected items displaying how many stores carry an item and the lowest available price.
This is one of several recent enhancements as Google builds its shopping experience, having recently added personalized pages, price tracking and localized features. However, the new addition recognises Google Search as the start point for many shoppers, rather than Google Shopping itself. As it competes with Amazon, it is Google’s cross-retailer price transparency that creates value for shoppers, with this latest development helping omnichannel retailers and DTC brands drive discoverability within it.
Brands must keep track of retailer partners joining the platform and prioritize product content management for featured SKUS. While Google’s partnerships to date have focused primarily on retailers, it is also feasible that these features will evolve to leading brands in the future, requiring CPGs to dedicate more resource towards driving their search rankings and visibility on the platform.
Sign up for our free weekly newsletter and get more retail and ecommerce insights delivered to your inbox.