It’s finally here – the “new” Google Shopping.
Google announced their improved Shopping experience in May of 2019, then the platform went live in the US in July, and then it was further upgraded in September. Amidst the excitement of these developments, you might be wondering: what even is this new Google Shopping?
Simply put, this revamp visually overhauled Google Shopping and introduced Google Shopping Actions (previously limited to the now discontinued Google Express) to the platform. The new Google Shopping is now basically a combination of the best aspects of both Google Express and traditional Google Shopping.
The new Google Shopping may actually be a response to an increased percentage of US shoppers starting their buying journey on Amazon rather than on Google. It seems as though they felt the pressure and decided it was time to step up their game.
So, what is it? What's new?
This version of Google Shopping offers consumers a highly personalized shopping experience based on web activity from their Google account. And with the official involvement of Google-approved stores, consumers can now browse and compare products from partners such as Costco, Target, Best Buy, Overstock, Boxed, and more.
Google Shopping already had advanced product filtering options – those haven't gone anywhere, they've just been expanded on. Customers can now sort and filter their searches in a multitude of ways, down to the seller level. Most importantly, buyers can now hone in on their search to show only "Buy on Google" or "Available nearby" options, both of which can be further narrowed with the "new items only" filter.
Now, from one platform, customers can purchase products directly from Google, find the right retailer’s website, or find a product in a relevant brick-and-mortar store.
Ultimately, however, Google will not be stocking products. This is, after all, a merging of Google Shopping and Google Express. Google will either be processing sales on behalf of the retailers of Shopping Actions, or linking to third party sites – as traditionally done with Google Shopping.
Why you should care
The new Google Shopping is greatly beneficial to retailers, as it's extremely beneficial to shoppers.
Google's main goal with Shopping Actions was to make search shoppable – and their main goal with the new Google Shopping was to have one unified, feature-rich ecommerce platform.
This isn't just good for optics – no, a unified Google ecommerce experience is as practical as it gets. As is, all Shopping Actions configuration was done through Merchant Center and relied on a Google Shopping feed... now there's one platform to present all of that data; one home for all of those buying options.
Now, Google’s userbase now has no reason to be bouncing between Shopping and Express. Surely some people had a favorite and largely ignored the other. A unified platform means increased visibility and a more active audience. This new union is great for business.
The Google Shopping experience beats Amazon in simplification and organization, too. The polished “Material Design” landing page may pull even more buyers to Google Shopping and eventually to your business, as well. With its simple design and vibrant colors, Google Shopping eases browsers into a pleasant shopping experience. On this personalized homepage, customers can filter their search, read reviews, and watch product videos, too. Here, style meets substance seamlessly.
Both you and your customers benefit from using Google Shopping. Everything’s in one place for everyone.
How you can benefit
Easily enough, if you already have products set up for Shopping Actions, you’ll be automatically included in Google’s new Shopping experience.. and if you're already using Google Shopping but not Shopping Actions, opting into GSA is cake.
With the new Google Shopping, your ecommerce business can easily reap the benefits of both Google Shopping Actions and traditional Google Shopping.
To conclude
Merchants have a huge opportunity to profit from Google’s new Shopping experience.
With personalized search and shopping, clean and polished landing pages, and the backing of Google’s wealth of search engine knowledge, both you and your customers will come out on top. The improved Google Shopping is a streamlined shopping experience that can (and should) increase your business’s exposure and sales.
Heard enough? OK Google, let’s go shopping.
