The global outbreak of COVID-19 has had a devastating impact on the retail sector. With fewer customers shopping in person, even the major players are closing flagship stores. But with a drop in action on the high street comes an opportunity online. And that’s where Google Shopping comes in.


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Just like all its services, Google Shopping is reactive. It’s constantly reinventing itself to bring maximum value to its users, and its most recent updates are highly beneficial to the eCommerce store owner.

What Is Google Shopping?

In short, Google Shopping is a service that allows online retailers to promote their products across the platform from within Google Ads.

Unlike text ads promoting your website, Google Shopping allows for product descriptions, images, pricing and reviews, driving more targeted traffic to your eCommerce store.

Originally launched as Froogle back in 2002, it’s come a long way since its inception, with numerous updates over the years benefiting both merchants and consumers.

How Does Google Shopping Work?

Without delving into the technicalities, Google Shopping basically works by matching product information with a customer search.

Online retailers can submit their entire product feed, with optimised descriptions for maximum exposure. When a consumer uses a particular search term, the most relevant results will be displayed in the Google Shopping tab, allowing them to easily compare and click through to a merchant’s website to complete their purchase.

Google Shopping Updates

Google Shopping is an ever evolving service, and it’s features and functionality are updated regularly to improve the user experience. The most recent changes are part of a wider response to the economic downturn and shift in consumer behaviour resulting from the COVID-19 pandemic:

  • You can now list products for free in Google ShoppingThe charge for this has been removed in an effort to help more brands move their business online.
  • The commission structure has also been dropped. You’ll no longer pay a fee when a purchase is made directly through Google, meaning you get the benefit of increased exposure, without the drop in profit margin.

The Benefits of Google Shopping for Your Business

1. You’ll Rank Higher in High Value Search Queries

By fully optimising the information submitted in your product feed, you’ll rank higher in results when a customer searches for what you sell. And since you know what your most profitable products are, you can make these the focus of your efforts.

If you’re using PPC campaigns, this higher ranking for your star products will provide the best return on ad spend (ROAS) and increase your profitability.

2. You’ll Have A Virtual Shop Window

Just like walking down the high street, consumers use Google Shopping to browse before choosing which store to enter, or in this case, click through to.

With a virtual shop window, shoppers have the added benefit of detailed information, price comparison and product reviews that help make their purchase decisions that much easier.

3. You’ll Gain Increased Exposure

Some of your customers might be Facebook users, some Instagram, some Twitter or Pinterest. But you can pretty much guarantee they all use Google.

Having a presence on Google Shopping, and ranking higher in search results, will get you seen by a wider audience. And by using it alongside other social platforms, you’ll increase your brand awareness, gain more loyal followers, and ultimately increase sales.

If you’re not yet using Google Shopping for your eCommerce store, you’re falling behind your competition. More and more of us are moving our buying habits online, and Google remains our go to source of information.

If you want to be found, you need to make yourself visible. And with the recent changes making it an accessible service for all, there’s never been a better time to add Google Shopping to your sales pipeline.