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Google aims to make online shopping more natural and visual

“Natural” was the word of the day at Googlefrom the third annual SearchOn event, where the tech giant unveiled a host of new ways it’s working to make online search, translation, browsing and discovery work and feel more like the real world.

“Since day one, we have been dedicated to a mission to organize the world’s information and make it universally accessible and useful – if you could find the words, we could help you find answers to life’s questions” , said Google SVP Prabhakar Raghavan at an event. “But the way people search for information is not limited to a text box. We are now able to understand information in its many forms, from language to images to things in the real world. With this deeper understanding, we go far beyond the search field to create a search experience that works more like our minds and is as multidimensional as people. As we enter this new era of search, you’ll be able to find exactly what you’re looking for by combining images, sounds, text and speech.

The main way Google achieves this is by making its search more visual. While the company’s broader mission, as described by Raghavan, is certainly a big part of its motive, there’s another reason why Google wants to make its product more visually appealing – ICT Tac. The majority of American consumers now begin their product research on Amazonand now Google has another competitor nipping at its heels as young consumers increasingly begin their searches for information and products on social media sites.

With Instagram, TikTok and other social platforms increasingly capturing Google’s mindshare and dollars, it’s no surprise the search and advertising giant is reacting.said Cory Cummings, co-founder of headless commerce solution Pack in comments shared with Retail Touch Points. “Gen Z still heavily uses Google Search and its entire suite of products, and with the launch of these new Google Shopping features, Google can now display user preferences and data across all of its channels at an unprecedented level.

Shopping in particular is a key focus for Google, as it has been for some time. “People buy with Google more than 1 billion times a day, and the driver of all of this activity is the shopping graph,” said Lilian Rincon, senior product manager for shopping at Google at the event. “Our AI-enhanced model represents more than 35 billion product lists, and it dynamically adapts to give you the most up-to-date information, even if the products are constantly changing. Now, the Shopping Graph helps us make shopping on Google more natural, intuitive and, of course, fun.”

Here are some of the new ways Google is working to achieve this.

Search using more than words

Earlier this year, Google introduced “multi-search”, which allows users to search using a combined image and text. For example, users can take a photo of a print they like on a dress or wallpaper and search for “handbag” to find handbags with similar designs.

Cameras have been around for hundreds of years, and they’re generally thought of as a way to preserve memories or, these days, create content,” Raghavan said. “But a camera isn’t just a device for creating content – it’s a powerful way to access information and understand the world around you, so much so that your camera is the next keyboard.”

Now, Google has also added the geolocation feature to its multiple search option to help users find and connect with local businesses in the moment. The new option, called “Multi-search Near Me” will roll out in the US later this fall.

Just add the word “Shop”

Google wants to reduce Amazon’s current dominance in product searches, so the company is making it easier than ever for shoppers specify that they are buying when they use its search engine. Typing the word “shop” before any search in Google will now result in a more visual and commerce-focused results stream, including products, search tools, and nearby stock availability. This more shoppable search experience first rolled out with apparel last year and is now expanding to all product categories.

Google gets personal

Google will also start personalizing shopping results based on past shopping habits. Over time, users will begin to see more brands, stores, and product types (eg, women’s or children’s) that they turn to frequently. Shoppers can proactively set their shopping preferences or adjust and disable the feature as well. Shopping personalization will roll out in the US later this year.

The ultimate e-commerce site

In addition to personalization, Google also unveiled a number of new features that will be familiar to online shoppers, offering tools that are common features on e-commerce sites, including:

New search features such as Shop the Look offer functionality previously only offered by brands.
  • Dynamic filters – full page shopping filters on search are now dynamic and will adapt based on real-time search trends, so if someone is shopping for jeans, they can see filters for “wide leg” and “bootcut because these are the popular denim styles this season;
  • Shop the look – when shopping for clothes on Google, users can now ‘shop the look’ to put together the perfect outfit with a tool that will display images of the item being searched for alongside complementary pieces and options hence everything to buy ;
  • Trending products – a new search feature that displays currently popular products in a category;
  • Page Information – a new Google app feature that gathers context about a web page shoppers are on or a product they’re looking for, like its pros and cons, and star ratings;
  • Price Drop Updates — users will be able to sign up to be alerted when a lower price is found for a product they have searched for in the Google app; and
  • Buying guides – for more complex purchases, the new shopping guide feature brings together useful information about a category from a wide range of sources in one place.

3D gets the VIP treatment

Google is increasingly putting a emphasis on 3D visuals in search results. Earlier this year, the platform started incorporating 3D visuals of homewares into searches when available, and now that’s expanding to the footwear category. In short, it is that in these of them categories, 3D imaging will give brands an SEO advantage, which Matt Maher, Founder of M7 Innovations, says is something brands should pay attention to: “Google basically tells brands that they’re putting up a new shelf at the front of the search store and whoever can fill it first with high-quality 3D models will win..”

Google knows that these kinds of images are often expensive to produce, and in an effort not to leave smaller brands behind, the platform also plans to roll out new technology in the coming months that will use machine learning to help brands create 360 ​​degree spins of their shoes using still photos they probably already have.

Facilitate sustainable purchasing

Along with a host of other new sustainability offerings, like eco-friendly routing in Maps, Google search results will now be promote second-hand products to help buyers make a sustainable choice.