Google is rolling out a suite of updates designed to make shopping smarter, whether online or in-store. With enhancements to Google Lens, new shopping features in Maps, and expanded capabilities for Google Pay, the tech giant is gearing up for the holiday season by offering tools to simplify shopping decisions and payment options.
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Google Lens Steps into the Physical Store
Google Lens, widely used for online shopping, is now branching out to assist users in physical stores. The updated tool provides product insights, and price comparisons, and even checks local inventory availability, making in-store shopping more informed and efficient.
For example, imagine you’re at Target and spot a toy you’re interested in. By snapping a photo of the toy with Google Lens, you can instantly access reviews, and similar products, and see if the item is available at a lower price at competitors like Amazon or Walmart. This functionality is powered by Google’s Shopping Graph, which processes 45 billion product listings alongside the advanced AI capabilities of Gemini models.
Lilian Rincon, Google’s VP of Consumer Shopping Product, emphasized the goal of these updates: “There’s nothing like the magic of in-store shopping during the holidays, and at the same time, we’ve all come to rely on reading reviews, comparing prices, and researching before buying.”
Currently, the feature works with beauty products, toys, and electronics from select retailers, including Target, Ulta Beauty, Macy’s, Nordstrom, and others that share inventory data with Google. Available today in the Google and Chrome apps for Android and iOS, the feature is accessible to U.S. users who have opted to share their location.
Visual Search on the Rise
Google Lens continues to grow in popularity, with nearly 20 billion visual searches per month, 20% of which are shopping-related. The expansion into in-store shopping builds on this momentum, helping users make better purchasing decisions on the spot.
New Shopping Features in Google Maps
Google is also enhancing its Maps app with shopping-focused features. Soon, users will be able to search for specific products and find nearby stores that carry them. For example, you could search for a holiday sweater and instantly see which local retailers have it in stock.
The new Maps feature will support searches for home goods, electronics, clothing, and groceries. It is expected to roll out to U.S. users in the coming weeks, further streamlining the shopping experience for those who prefer browsing physical stores.
Expanded Options in Google Pay
In addition to its shopping tools, Google is improving its Google Pay platform by adding more flexible payment options. After integrating Affirm and Zip earlier this year, Google now supports Afterpay, with Klarna joining the lineup soon. These “buy now, pay later” services allow users to split their purchases into manageable installments, catering to budget-conscious shoppers.
Google is also piloting a service aimed at helping merchants better identify fraudulent transactions. This tool will distinguish legitimate transactions that may otherwise be flagged as fraud, ensuring smoother operations for both consumers and businesses.
A Smarter Holiday Shopping Season
With these updates, Google is combining the best of technology and retail to make shopping seamless and enjoyable. Whether you’re comparing prices with Google Lens, hunting down specific products with Maps, or using flexible payment options with Google Pay, the tools are designed to meet shoppers where they are both online and in-store.
This holiday season, Google’s AI-driven approach promises to take the guesswork out of shopping, empowering users with the information they need to shop confidently and efficiently.
