Google’s online shopping experience just got a huge revamp in the United States.
Just today, Google announced a major overhaul of its Shopping platform, built from the ground up using advanced AI technology.
This revamp pairs Google’s extensive Shopping Graph—boasting 45 billion product listings—with its powerful Gemini models, setting a new standard for personalization and convenience in e-commerce.
As of today, U.S. users will begin to see the rollout of this new AI-driven Shopping experience, which promises to transform how consumers research, compare, and purchase products.
AI at the Core of the New Shopping Experience
Google’s updated Shopping platform doesn’t just give consumers product listings anymore.
Now, it offers AI-generated briefs to guide users through their shopping journey, providing key factors to consider when buying a product.
But it doesn’t stop at providing product recommendations.
Google has incorporated advanced categorization, presenting products in a more organized fashion, making it easier for shoppers to navigate through their options.
Additionally, the new dynamic filters allow users to refine their search further by size, availability, and even geographic proximity, delivering hyper-relevant results that reduce decision fatigue.
The example below shows a mobile version of the new Shopping experience in Google, searching for “tea kettle for matcha”.
Credit: Google, October 2024
Similarly, the new desktop Google Shopping experience has received a major upgrade when using the same search for “tea kettle for matcha”.
What’s even more exciting is the integration of AR (augmented reality) and AI shopping tools. Users can virtually try on clothing or accessories, which can help speed up the process of purchase decision making.
Personalized Shopping Tailored to Each User
Another big revamp of the Google Shopping experience is a new personalized homepage feed.
Users will now start to see a compilation of shoppable products and videos based off your shopping behavior and preferences.
The platform aims to inspire consumers, not just help them buy.
The new Shopping platform also allows users to resume where they left off in their search, making it seamless to continue their decision-making process without starting from scratch.
You can easily revisit saved products, deals, and categories, allowing for a more continuous and connected shopping journey.
The example below shows the new personalized Shopping feed on a mobile device, showcasing individual products, deals, video content, and more.
Credit: Google, October 2024
For users who don’t want personalized results, there’s options to turn that off too. Google gives users the freedom to manage their preferences easily through their Shopping settings, allowing them to turn off or customize the extent of personalization.
Finding the Best Prices Just Got Easier
The new Shopping experience features price comparison tools, price insights, and tracking options that allow users to monitor price fluctuations over time.
One standout feature is the personalized deals page, where users can browse customized deals based on their shopping behavior and interests.
By clicking the “Deals” tab, shoppers can instantly find the best offers tailored to them.
The examples below show the new Deals experience on a mobile device, showcasing items like:
Carousel product categories
Top deals
Latest deals
Regular product listing ads (PLAs)
And more.
Credit: Google, October 2024
Credit: Google, October 2024
Credit: Google, October 2024.
What This Means For Marketers
Google’s revamped Shopping platform is not just a game-changer for consumers—it’s poised to significantly impact the marketing landscape, too. Here’s a few impacts that the new experience may have on marketers.