To help shoppers search more quickly and efficiently, Google has revamped Google Shopping, using AI to deliver more relevant, personalized information, product listings, and deals.
Google’s shopping graph has over 45 billion product listings, an overwhelming amount of information for consumers.
- “There are endless options out there for shoppers, which can complicate the decision-making process,” said Lilian Rincon, vice president of consumer shopping product at Google.
- In fact, 60% of US consumers say making the right purchase decision requires more effort than it used to, according to March 2023 data from Google/Ipsos.
The new features include:
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AI-generated briefs, which provide users with information about the product they’re researching. For example, if a customer searches for a “tea kettle for matcha tea,” the brief may include information on the kind of kettle and temperature control best for brewing matcha tea.
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A personalized feed that highlights shoppable products and videos based on users’ preferences and interests. The feed saves information from previous searches so users can pick up their shopping sessions after several days or even weeks.
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A personalized deals page that surfaces the most recent and relevant deals for each user in addition to a wider variety of deals from across the web.
Providing shoppers access to the best deals will be important this holiday season.
- “Coming into the holiday season, we know prices and deals are very important,” said Rincon, citing that 70% of shoppers say saving money is their most significant consistent need when online shopping.
- Google updates its shopping graph every two hours, ensuring shoppers get the latest deals.
The bottom line: Google wants to be a full-funnel tool for retailers, guiding consumers from inspiration through conversion.
“We want to be the best place for [consumers] to start their shopping journeys, whether it’s searching for Halloween costume ideas or looking for the best deal on a kettle for matcha,” said Rincon.
But Google and other traditional search engines are facing tough competition.
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Amazon was the top online destination for consumers to start their shopping search, according to Jungle Scout’s Q2 2024 Consumer Trends report.
- Search engines came in second, followed by Walmart.com, YouTube, and Target.com.
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