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07/21/2021

Google showcases deals in search, shopping results

Dan Berthiaume
Senior Editor, Technology
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Google is making it easier for consumers to find discounted items on its platform.

Starting Wednesday, July 21, the tech giant is displaying deals right on the Shopping tab found on Google. For instance, if a customer is searching for “backpacks,” they may see a new section that will organize and show them backpacks that are competitively priced or discounted from retailers across the web, all in one place.

And 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. 

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. 

Deals will also begin to appear on the main search results page in the coming months. Offers are shown based on factors such as the discount itself, how popular a product is, and how popular the site it’s listed on is. 

“When it comes to shopping, people are increasingly looking for ways to save money,” Matt Madrigal, VP/GM of merchant shopping, Google, said in a corporate blog post. “In fact, we’ve seen that searches for ‘discount code’ have increased 50% since last year. With the back-to-school season upon us and the holiday season fast approaching, we know that consumers will be on the hunt for products that offer the best value, and businesses will be looking for ways to maximize exposure for their products with deals and promotions. That’s why we’re rolling out new tools in the United States to bridge the connection between deal-seeking consumers and businesses looking to promote their products.”

Google has also been beta-testing an integrated shopping experience that allows viewers to tap into trusted creators to help make informed purchases on YouTube. This test was first available on videos on demand, and Google is now piloting this experience on livestreams with a handful of creators and brands. So if a customer is watching a supported livestream on YouTube, they can browse and shop products in real time, without interruption.