Google Shopping has redesigned with new features including options to shop local stores, price tracking, and with Google Lens integration for AR-powered fashion recommendations. The new experience has a personalized homepage for shoppers and its price tracker sends notifications on price drops. The local shopping tool enables in-store pickup.
Google has been challenged to take on Amazon when it comes to commerce. Due to years of being the top search engine, it potentially has superior data to power intelligent recommendations tools. Additionally, Google as a non-retailer can serve as an aggregator for other retailers, giving shoppers un-biased visibility into prices and fulfillment possibilities. The Lens recommendation tool aspires to make in-roads into the inspirational shopping space, potentially rivaling Pinterest, which recently launched its own shopping tools.
If these adjustments to the Google Shopping experience resonate with consumers, the tech company could be a major ally to traditional retailers playing catch up with Amazon. Its shop local stores click & collect enablement tool could be a real aid to shoppers, who’s desire for this fulfillment method has prompted retailers like Target to launch pickup nationwide. Brands should help their retail partners by ensuring appealing product content is making its way onto the Google Shopping interface, and that their items are surfacing in top positions via search there.
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