Rod Russell, Managing Director at ADMATIC ANZ, highlights Google’s AI-powered Shopping update, revolutionising online retail. With features like dynamic filters, AI-generated summaries, and virtual try-ons, the platform enhances personalisation and ease for shoppers. Rod advises NZ retailers to optimise product feeds, use high-quality content, and prepare for new tools like virtual try-ons to stay competitive as these changes roll out globally.

Google just quietly dropped a massive update to its Shopping platform, powered by AI, and it’s going to change how people discover, compare, and buy products online. This new experience is rolling out in the US as we speak, and it’s worth paying attention to – especially if you’re a New Zealand retailer looking to stay ahead of the curve. Google’s vision for Shopping is clear: a future where everything is more personal, data-driven, and super easy for shoppers to find exactly what they want.

Content 1

So, What’s New in Google Shopping?

According to Google, “The new Google Shopping experience uses AI to intelligently show the most relevant products, helping to speed up and simplify your research.” In other words, they’re making it even easier for shoppers to find exactly what they need with less effort. Here’s a breakdown of the most exciting features:

  1. AI-Generated Shopping Briefs: Think of these as little AI-created summaries that give shoppers a quick snapshot of the most important product details.
  2. Enhanced Product Descriptions: Google’s AI now generates more detailed descriptions to help buyers make informed decisions.
  3. Dynamic Filters: Filters for attributes like size, colour, and style make narrowing down product options super easy.
  4. Deal-Finding Tools: Price comparison tools and deal alerts help shoppers spot the best bargains, making it easier for value-conscious buyers to make decisions.
  5. Virtual Try-On: This feature, especially handy for apparel, lets users see how items might look on different body types.

    Content 2

It’s clear that Google’s goal is to make online shopping as seamless and personalised as possible, helping shoppers get all the info they need at a glance.

What Does This Mean for Retailers?

For retailers, this shift means embracing the future of shopping and making your products more relevant to users. Here’s what you can do to make the most of these updates:

1. Optimise Your Product Feed

Google’s AI relies on the information in your product feed to create those smart shopping briefs and recommendations. Make sure you’re filling out all relevant fields (especially optional attributes like size, material, and colour) to give Google’s AI the details it needs to spotlight your products. The more complete your feed, the better your chances of being featured in those top recommendations.

2. Use High-Quality Content

With dynamic filters and AI-enhanced descriptions in play, your product listings need high-quality images, accurate descriptions, and rich details to keep up. Well-crafted content not only makes it easier for Google to show your products to the right people, but it also helps shoppers feel confident in their purchase decisions.

3. Focus on Pricing and Promotions

Google’s deal-finding tools make it easy for shoppers to spot the best offers, so competitive pricing and well-timed promotions will be even more important. Keep an eye on your pricing and consider planning promotions around high-traffic periods to increase visibility and engage price-sensitive shoppers.

4. Get Ready for Virtual Try-On

If you’re in the fashion or accessories space, virtual try-on could be a game-changer. Make sure your product listings include high-quality images and any relevant details needed for virtual try-on. This feature can help shoppers picture themselves with your product, boosting their confidence to hit "Buy Now."

A Sneak Peek: How to Access the New Shopping Experience from New Zealand

While these updates are only available in the US right now, New Zealand retailers don’t have to miss out. You can use a VPN to access the US version of Google Shopping and see all these new features in action. It’s a valuable opportunity to get familiar with the layout, explore the AI-powered features, and start thinking about how you can prepare your listings for when these changes reach New Zealand.

Source: Rod Russell, 11 November 2024