More so, these enhancements appear after Google made a huge change this fall, for the first time incorporating retailers in Google Shopping only if they pay to list their products there. Google says that this would make the listings better, because retailers would have an incentive to list up-to-date items.
In addition, Google Shopping’s holiday toy portal features toys that can be seen in 360-degree view on HTML5-enabled browsers. A 3D swivel icon appears on product images that allows shoppers to thoroughly explore the toys in 360-degree detail in what Google says brings the “in-store” feeling of holding and touching a product to online browsing. Google said 360-degree imagery is coming for other types of products soon.
On the other hand as a result, Google Shopping’s listings are less comprehensive than they were before. For example, Amazon has so far refused to pay for listings, so a Google search for the Kindle does not show Amazon, which makes the Kindle, in shopping results.
Moreover, on Search Engine Land, Danny Sullivan, a search industry specialist, explained in greater detail some of the service’s recent disadvantages in a post called “The Mess That Is Google Shopping.”
Hence, the lack of comprehensiveness means that Google jeopardizes losing shoppers to other comparison shopping sites or to Amazon, even as it tries to keep them. In a shift, more people now start product searches on Amazon instead of Google, according to Forrester data. That is a problem for Google for a few reasons, the biggest of which is that retail searches and search ads are among its biggest businesses.
Additionally, the search engine titan also introduced new features to let shoppers find product reviews written by someone they know. The company said last holiday season, 67% of shoppers read product reviews before making a purchase. Thus, when you click on a product in Google Shopping search results and scroll down to the Reviews section, reviews from friends and contacts will appear at the top of the list.
Besides some other improvements that Google unveiled is called “Shortlists,” that could be represented as bookmarks for shoppers. “Instead of using bookmarked websites and docs containing long lists of URLs, or back-and-forth emails with friends, you can now consolidate all your shopping research in one place,” Google explained.
In fact with the addition of Shortlists, shoppers can keep track of products they like from both Google Shopping and from across the web. The tool lets shoppers view product photos, prices and specs side by side. And Shortlist are sharable with friends, who can add their own products.
Overall, Google is also trying to attract shoppers with exclusive promotions that retailers can offer through the site. These also show up on mobile apps for Google Maps and Google Offers. And Google has expanded its product reviews. Google has long drawn product reviews from around the Web, but now people can write their own on Google and see reviews from people they know on Google Plus ranked at the top when they do a product search.
Besides, Google Shopping also expanded “visually similar” results to more types of products and categories, including jewelry, coats and handbags. The company is also promoting current Google Shopping features such as Google Trusted Store logos; its improved Google Shopper 3.0 mobile app for Android devices; and holiday catalogs from top retailers.
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