Google is always looking for ways to improve its products and services. One way it has revolutionised the industry is by offering the AI-powered, Google Shopping. With people shopping more than a billion times a day on Google, having this feature allows them to shop easily. More recently, the tech giant revamped its Google Shopping Experience with AI advancements.
In this article, we’ll talk about these new features and what this means for you as a business owner. We’ll also give tips on how you can use this important feature to attract future customers.
What is Google Shopping Experience?
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The Google Shopping Experience refers to the comprehensive suite of tools and features that Google has developed to facilitate online shopping. It integrates various services that enable users to search for, compare, and purchase products seamlessly through Google’s platforms, particularly Google Search and Google Shopping.
| Feature | Description |
| AI-Enhanced Product Searches | Provides AI-generated summaries highlighting key product features and recommendations based on user queries1. |
| Dynamic Filters | Allows users to filter products by size, availability, and other preferences in real time. |
| Virtual Try-On | Uses augmented reality (AR) tools to enable users to virtually try on clothes and accessories1. |
| Personalised Home Feed | Customises the homepage with products and videos tailored to user preferences and past behaviour. |
| Dedicated Deals Page | Offers personalised deals based on shopping habits, helping users find the best prices. |
| Shop the Look | Displays complementary items for apparel searches, enabling users to assemble complete outfits easily. |
| Trending Products | Shows popular products in specific categories based on current trends. |
| 3D Shopping Experience | Allows users to view products in 3D for a more interactive shopping experience. |
| Buying Guides | Provides comprehensive information about products, including pros, cons, and ratings for informed decisions. |
| Universal Shopping Cart | Enables a seamless checkout process across devices with saved payment credentials. |
| Free Product Listings | Allows eligible retailers to showcase products at no cost, increasing visibility without advertising fees. |
The Role of Technology
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The backbone of the Google Shopping Experience is the Shopping Graph, an AI-enhanced model that understands vast quantities of product listings. As of recent updates, it reportedly contains information on over 45 billion products. This technology improves search results and helps ensure that consumers find relevant products quickly and efficiently.
Recent Changes to Google Shopping Experience
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In October 2024, Google announced that it revamped its Google Shopping Experience with advanced AI technology. Using its Gemini models, Google has paired its Shopping Graph to create a new standard in the e-commerce industry. These changes will be rolled out in the US in the coming weeks.
AI-Generated Briefs
One of the new updates that we can expect to be available on Google Shopping Experience is AI-generated briefs. Through this new feature, users can be guided through their shopping journey by getting key factors to consider about a product.
Shoppers can now receive concise, AI-curated summaries of product reviews, specifications, and recommendations, allowing them to make informed choices without sifting through vast amounts of data. This feature is designed to cut down research time and help users quickly grasp the most relevant product details.
Not only does it provide product recommendations it also offers advanced categorisation, which presents products in a more organised manner. This way, shoppers have an easier way to navigate through the options available to them.
Dynamic Filters
Image Credit: Google
The new dynamic filters are another standout feature. Rather than users manually applying filters, Google’s AI predicts what might be most relevant based on the context of the search.
For example, if a user is browsing for summer clothes, the AI will automatically show filters like “lightweight fabrics” or “best for hot weather,” making the search process quicker and more intuitive.
Personalised Shopping Feeds
In addition, Google has refined its personalised shopping feeds. By analysing users’ past shopping habits, preferences, and searches, the platform offers a unique, dynamic feed filled with tailored product suggestions. These recommendations evolve in real-time as users browse, ensuring that what they see aligns with their current interests.
Google’s new Shopping platform also makes it easier for users to resume where they left off in their search. This allows them to have a seamless experience without having to start all over again.
Users also have an option to turn off personalised results if they aren’t comfortable with this. This new update gives users the freedom to manage their preferences.
Price Comparison Tools
Google’s new Shopping experience also gives users better price comparison tools with tracking options and price insights so they can monitor how prices fluctuate over time.
What Does This Update Mean to Business Owners?
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Google’s enhanced Shopping platform isn’t just revolutionising how consumers browse and buy—it’s reshaping the way marketers will need to approach digital retail. With AI-driven tools, augmented reality (AR), and more personalised recommendations, the platform offers immense potential for marketers to enhance engagement and drive conversions.
Here are several key impacts the revamped Google Shopping experience could have on marketing strategies.
1. Hyper-Personalisation Opportunities
One of the standout features of Google Shopping platform is its focus on personalisation. AI now powers the Shopping Graph, which helps tailor search results based on users’ previous behaviours, preferences, and real-time context.
For marketers, this means opportunities to deliver hyper-targeted ads that align more closely with individual consumers’ preferences. The ability to segment audiences based on granular data points (like specific product preferences or local inventory availability) can vastly improve conversion rates.
However, this personalisation comes with added responsibility for marketers to ensure they are leveraging data in a way that enhances consumer trust. As consumers become more aware of how their data is used, marketers must adopt transparent practices, ensuring that data-driven personalisation is perceived as helpful rather than invasive.
2. Enhanced Visual Marketing through Augmented Reality
Google’s recent introduction of augmented reality (AR) shopping features, particularly in categories like fashion and beauty, is transforming how consumers interact with products. AR allows users to visualise how items will look or function in their personal spaces before making a purchase, which can significantly boost confidence and reduce returns.
For marketers, this opens new avenues for visual storytelling. Campaigns can now include AR-enabled advertisements or links to product previews, allowing consumers to virtually try on items or place products in their homes. Incorporating AR content can differentiate brands in crowded markets, offering more immersive experiences that are likely to resonate with consumers.
3. Shoppable Content and Discovery-First Advertising
Google has expanded its visual search tools to make the entire shopping journey more discovery-oriented. Shoppable images and video content—where users can purchase directly from visuals—are set to become a key part of the experience.
For marketers, this shift means that traditional product pages will play a less central role, as consumers increasingly interact with content that blurs the line between inspiration and purchasing.
This trend creates a growing need for marketers to invest in content-rich advertising, where the visuals and narratives are as important as the products themselves. High-quality, creative assets that resonate emotionally will be more crucial than ever, as consumers expect to be engaged through storytelling, not just direct calls to action.
4. Local Inventory and Real-Time Updates
As Google integrates more local shopping options into its platform, marketers will need to rethink how they appeal to consumers searching for locally available products. This presents an opportunity for businesses to combine their online and offline strategies. By highlighting local stock availability, marketers can attract more foot traffic to physical stores, especially when consumers prefer to purchase immediately rather than wait for delivery.
Furthermore, Google’s real-time data capabilities mean marketers can run location-based promotions or dynamic ads that change based on local inventory levels, enhancing relevance and increasing the likelihood of converting nearby consumers.
5. Prioritising Seamless Experiences
Google’s updated Shopping platform is focused on speed and ease of use, with features like auto-filled payment details, one-click checkouts, and saved shopping lists. Consumers now expect faster, smoother online experiences, and any friction—whether in load times, complex checkouts, or lack of stock visibility—could lead to drop-offs.
For marketers, this reinforces the importance of optimising websites and mobile experiences. Ensuring that brand sites are fully aligned with Google’s expectations for fast, efficient, and mobile-friendly shopping experiences will be key to staying competitive. Marketers must work closely with developers and UX teams to reduce bottlenecks, optimise loading speeds, and streamline checkouts.
Upholding Data Privacy in Personalised Shopping
Recent surveys show that more consumers are becoming wary of sharing their personal information online. In the UK, a GDPR-friendly nation, users are particularly sensitive to data collection practices. This heightened awareness comes in the wake of several high-profile data breaches and increasing scepticism about how companies use and monetise consumer data.
For Google, balancing this caution with the desire to deliver tailored experiences is a challenge. The introduction of privacy-focused features, such as letting users control ad personalisation or limiting data tracking in incognito mode, has been a step in the right direction. However, as personalisation becomes more sophisticated, the need for even stricter data privacy measures becomes paramount.
Striking the Right Balance: Privacy-Focused Enhancements
So how can Google enhance its commitment to privacy without sacrificing the benefits of personalisation? Here are some potential strategies:
- Transparent Data Policies: One of the primary concerns consumers have is the lack of clarity around data collection. Google could implement more straightforward, easily accessible explanations of what data is collected and how it is used. While privacy policies exist, most users find them too complex to navigate. Simplifying this process with bite-sized, user-friendly summaries could build greater trust.
- Granular Data Controls: While Google already provides options to control personalised ads and data tracking, offering more detailed, granular controls would empower users further. This could include the ability to opt in or out of specific types of personalisation, such as shopping preferences versus general browsing behaviour, allowing users to tailor their experience to their privacy comfort level.
- Anonymous Personalisation: A radical yet possible innovation could be Google developing technology that allows for anonymous personalisation. This concept would involve using anonymised data to tailor experiences without attaching specific identifiers to users. It would enable people to enjoy the benefits of a personalised shopping journey while reducing concerns about data misuse.
- Ethical AI: With artificial intelligence (AI) playing a significant role in personalisation, ensuring that AI systems operate ethically is crucial. Google could implement AI frameworks that prioritise user privacy, ensuring data is anonymised and used solely to improve shopping experiences rather than being repurposed for advertising or third-party sales.
- Data Portability and Erasure: As part of the GDPR, consumers have the right to access and delete their data. Google could expand on this by creating an easy-to-use dashboard where users can view, download, and erase specific pieces of data tied to their shopping activities. This would give users more control over their personal information while fostering transparency.
- Privacy-First Defaults: A possible future improvement could involve making privacy-first settings the default for all users. Currently, most data sharing is opt-out, meaning users need to actively change their settings. Shifting this to an opt-in model, where users need to specifically agree to data collection, would align with privacy-first principles and likely appeal to a more privacy-conscious audience.
Getting Ready for the Future With Google Shopping Experience
Google’s revamped Shopping platform offers both challenges and opportunities for marketers. As consumers’ expectations for personalisation, convenience, and immersive experiences rise, marketers will need to adapt their strategies accordingly. Embracing AI-driven insights, investing in visual content, and optimising for a frictionless customer journey will be essential to thriving in this new era of digital commerce.
Ultimately, those who leverage these tools most effectively will be well-positioned to capture consumer attention—and market share—in an increasingly competitive landscape.
With the new updates to Google Shopping Experience getting released in a few weeks, we can expect these to hit Singapore soon. Call us today so we can be ahead of the curve and implement these changes to your eCommerce site.
Frequently Asked Questions
What are the recent changes to the Google Shopping Experience?
Recent changes to the Google Shopping Experience include enhanced product discovery features, visual shopping tools like “Shop the Look,” and improved local inventory availability. These updates are designed to make shopping more intuitive and personalised for consumers.
How will the Google Shopping Experience changes affect my business?
The changes can significantly impact your business by altering how customers discover and engage with your products. Businesses need to adapt by leveraging new features for visibility and ensuring their inventory is accurately listed in local searches.
What strategies can I implement to adapt to these changes?
To adapt, ensure your product listings are optimised with high-quality images and detailed descriptions. Engage with local inventory features, and consider utilising Google Ads to enhance your visibility in the updated shopping environment.
How can I leverage the personalised recommendations feature in Google Shopping?
To take advantage of personalised recommendations, focus on creating tailored content that resonates with your target audience. Use data analytics to understand consumer behaviour, and regularly update your inventory to align with trends and preferences.
Is it essential to update my website for the Google Shopping Experience changes?
Yes, it is essential to update your website to ensure compatibility with the new Google Shopping Experience. A user-friendly, mobile-optimised site will enhance customer engagement and support better integration with Google’s shopping features, leading to improved sales.
