‘Google Shopping Actions’ is one such example, which provides consumers with the functionality to be able to checkout directly through the search engine without ever clicking through to the retailers’ website, enticed by the ‘Buy On Google’ button.
Personalisation has also been a large focus on the US Shopping rebrand, which went live in October last year, with consumers seeing product recommendations based on their previous browsing habits, with local inventory ads also displaying localised listings.
However, in a reversal of an eight-year strategy, the most recent game-changing development from Google in April was the announcement in a blog post from Bill Ready, President of Commerce with the headline ‘It’s now free to sell on Google’ and stating ‘Google Shopping tab will consist primarily of free listings’.
The announcement comes at a time in tough economic conditions brought on by COVID-19 and is offered as a pledge to support retailers. However, the free listings are also likely to be an added benefit for consumers.
Where will free listings appear
For the time being, the free shopping listings will only be available in the US on the Google Shopping tab https://shopping.google.com/ and not the search engine results page. The Google Shopping tab only represents around 5% of current paid shopping traffic, so organic traffic opportunities will be somewhat limited by this.
Shown below, Google have now annotated the paid listing with ‘Ads’ whilst adding an about label to the free listings, which can be expanded with a further explanation stating ‘Google is not compensated for clicks on these results’