Google reshapes in-store shopping with AI-powered comparisons | MarTech

Google is introducing new shopping features that transform how consumers discover and compare products in-store and online.

Key features:

• Google Lens now provides in-store product price comparisons.

• Google Maps enables local product inventory searches.

• Expanded buy now, pay later options.
• Expanded virtual card protections.

Why we care. Google’s new shopping features, powered by AI and integrated across platforms like Lens and Maps, offer more touch points for influencing purchasing decisions. However, the enhanced price transparency and local inventory insights could drive competitive pressure, reshaping how and where consumers convert.

This evolution could require you to shift campaign strategies for products that aren’t competitive.

By the numbers. According to Google’s internal data:

• 20 billion monthly visual searches via Lens.
• 45+ billion product listings in Shopping Graph.
• 72% of shoppers use smartphones while in-store.

Big picture. Google is leveraging AI to bridge digital and physical shopping, empowering consumers with instant price and availability insights.

What’s next. These features could significantly impact consumers purchasing decisions, potentially pressuring retailers to become more competitive.