Google has made major changes to its Shopping platform, making the places where “people come to browse and explore products on Google shoppable”.
In a move seeking to position Google directly against its tech rival Amazon, its revamp allows shoppers to compare millions of products from thousands of stores then buy directly from Google, instead of simply being linked to third party pages.
“These new shopping experiences let people shop and purchase frictionlessly right where they already turn to for research and inspiration: Search, Google Images, YouTube and a redesigned Google Shopping destination,” Google’s vice president of product management Surojit Chattarjee said in a blog post.
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Online shoppers will now have a personalised homepage on Google’s shopping tab, which will allow them to select whatever brands, features and individual products they’re looking for, as well as read reviews and watch videos about the products.
Furthermore, some items which appear in search results via Google’s Shopping tab, will include a blue shopping cart button, which allows customers to add the item directly to a universal cart and purchase the item directly through Google.
These blue buttons also signify a Google guarantee, meaning the search engine behemoth will step in if the item is damaged, late, or not what they were expecting.
Google’s Express app will now become the new Google Shopping app, while the Express arm is integrated into its wider Shopping section.
It is also transforming its operations for retailers, launching Smart Shopping campaigns which will use machine learning to optimise their adverts across Google, Image Search, Youtube and millions of sites across the internet.