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Google makes images, search results shoppable

Google users can browse for items to buy more easily than ever.

Google continues to add features that make it easier for consumers to shop through its platform.

Starting soon, iOS users will see a new button in the Google app to make all the images on a page searchable through Google Lens. Google is also bringing Lens to Chrome on desktop. Soon, customers will be able to select images, video and text content on a website with Lens to quickly see search results in the same tab, without leaving the page they are on.

In addition, Google has made it easier for consumers to browse for clothing, shoes and accessories on their mobile devices directly from their Google search results. For example, when a customer searches for the term “cropped jackets,” Google will display a visual feed of jackets in various colors and styles, alongside other relevant information like local shops, style guides and videos.

From there, customers can filter their search by categories such as style, department, and brand. If a consumer finds something you like, they can research ratings and reviews, as well as compare prices. This new experience is supported by Google’s Shopping Graph, a real-time dataset of products, inventory, and merchants with more than 24 billion listings.

Other new shopping-related features Google is releasing are designed to enable consumers to research in-store inventory from home. These include the ability to find local stores that carry desired products directly from search results, with the option of using a new “in stock” filter to see only the nearby stores that have it on their shelves.

Google has been expanding the shoppability of its platform for the past year. In July 2021, the company began displaying deals right on its Shopping tab. Starting in October 2021, consumers shopping on Google Search will be able to swipe through and discover the most popular deals for major retail sales events like Black Friday and Cyber Monday. When shoppers search for event-specific deals like “Black Friday deals” or “Cyber Monday sales,” they will see a new section highlighting relevant offers, alongside other related sales information. 

And in 2020, Google expanded its promotions to more surfaces across Google. For consumers, the company began enabling shoppers to quickly see whether the price offered for an item is high, low or typical, compared to other prices from across the web and in nearby stores.

In addition, in 2020 it became free for retailers to sell on Google. Now, promotions and deals uploaded in the Merchant Center will be automatically surfaced to deal-seeking shoppers on the Shopping tab, regardless of whether businesses advertise on Google. 

“Shopping online is as much about inspiration and discovery as it is about the final purchase,” Bill Ready, president of commerce, payments and next billion users, Google, said in a corporate blog post. “People are shopping across Google more than a billion times a day, and we have been working to make those experiences even more helpful by expanding your options. We’re here to help you find new ideas, discover unique products or get the best value from the widest possible range of merchants — from large retailers, marketplaces and well-known brands, to local stores and new direct-to-consumer companies.”

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