The news: Google’s latest search features streamline the shopping experience.

Easy on the eyes: When users Google the word “shop” followed by a product type or description, a visual feed of products will now appear with buying options.

• The “shop the look” tool shows users complementary pieces and where to buy them.
• Google’s visual feed also shows users what’s trending within a category, giving consumers access to the latest models, styles, and brands.
• 3D visuals of shoes will soon be added, starting with sneakers.

This or that: Two other new tools aid shoppers when they just can’t decide what they want.

• The buying guide feature shares helpful insights about a category from a range of trusted sources.
• Page insights curate information like pros/cons and star ratings to give users an idea of what other shoppers think about a certain product.

Have it your way: Google is giving users exactly what they want by integrating past user data and current trends.

• Users will get more personalized shopping results based on previous shopping habits and user-added preferences. Personalized results can be turned on or off at any point.
• Dynamic filters adapt based on real-time search trends.
• The Discover function shows suggested styles based on what’s popular and what users have been shopping for.

Staying on top: US search ad spending will hit $99.00 billion this year, with Google Search bringing in over half of that. But Amazon has steadily grown its share of search advertising since 2016, making it a real threat. Google needs to do whatever it can to stay on top of the game.

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