Google revamps shopping with 3D images, shoppable looks, buying guides and more personalization


Google event

At its Search On event this afternoon, Google announced a number of shopping-related changes and new features across areas that include visual shopping, personalization and buying with the help of trusted reviews. The additions aim to help the company better attract online consumers to shop on Google, instead of starting their searches directly on Amazon — as has become the norm for many online shoppers today.

Of significant concern, Amazon has been steadily eating into Google’s core search advertising business over the years and is projected to capture 14.6% of the U.S. digital ad revenue market share by 2023, data from Insider Intelligence indicates. Google’s share meanwhile, is expected to drop to 24.1% by that time, down from the 31.6% share it had in 2019, the report said.

To combat this threat, Google has been investing heavily into its Google Shopping services, including by making listings free for merchants then integrating those free listings into Google Search results. Now, the search and ads giant has grown its shopping graph to 35 billion product listings — a figure that’s increased by nearly 10 billion over the past year, the company notes.

One of the new ways Google hopes to better compete is to make shopping on Google feel more fun for consumers than if they simply ran a product search on Amazon’s site.

On this front, the company is launching a new feature called “Shop the Look” in the U.S. which will be discoverable as part of the now more visual shopping experience on Google. This feature will position a shoppable display of products alongside lifestyle imagery, guides, and other tools in your search results. It can also be triggered by typing the word “shop” ahead of your query, like “shop bomber jackets,” for instance.

Image Credits: Google

To “shop the look,” users will be able to view the product they had searched for — like a jacket — along with other items that complete the outfit, which can also be shopped from the same tool, similar to features previously launched with Google Lens.

They’ll also be able to see trending products that are popular right now within the same category of the item they searched for from across different brands and designers. (Google defines trending as those products that meet a certain threshold for an increase in searches and user interactions over the past week, it says). These features will arrive in the U.S. this fall.

To make shopping listings themselves more compelling, Google will soon begin to pilot test a 3D shopping feature for shoes, to follow up on its existing support for 3D home goods — a change that Google claims delivered increased engagement. Users interacted with 3D images almost 50% more than static images, the company said.

Image Credits: Google

Initially, the 3D imagery will be tested with a handful of retail partners to start before scaling up. To support this, the company developed a way to automate 3D asset creation. Via machine learning improvements, Google can now use just a handful of product photos to build the 3D image. This new model relies on a neural radiance field technology, a type of neural network also known as NeRF, which can create novel views of 3D scenes using 2D images, Google explains.

Initially, the pilot will include a handful of merchants like Van’s and Skechers, but Google expects to add more over time, including smaller sellers.

“While some merchants have this kind of 3D imagery available, for many others — especially the smaller merchants — creating these types of 3D assets can be really expensive and time-consuming,” said Lilian Rincon, Senior Director of Product for Shopping at Google. “We really think has the potential to change the game for small merchants and we’re excited to get it out,” she added.

Image Credits: Google

Another new feature is designed to help people make more complex shopping decisions that typically require a lot of research.

Typically, consumers will read a variety of sources to make a decision about a more high-value product, including product reviews, news, online articles, recommendation sites, customer reviews, and more. To simplify this process, Google has introduced a new “Buying Guide” which will aggregate the most helpful resources from across a range of trusted sources, including Google user reviews, articles, product reviews and more. This feature has launched in the U.S. but will expand to include more insight categories soon.

Image Credits: Google

In addition, Google will add a new tool called “Page Insights” to the Google app in the U.S. in the months ahead. This will allow consumers to learn more about the products on a website, including their pros and cons and star rating. They can also opt-in to receive price drop updates on the items they’re tracking.

Image Credits: Google

However, one of the biggest changes coming to Google Shopping is the addition of opt-in personalization, arriving in the U.S. later this year.

While companies like Meta and Snap have struggled with the impact of Apple’s privacy changes (App Tracking Transparency) that allowed users to opt-out of tracking, limiting sites’ ability to show them personalized ads, Google’s response to the privacy crackdown is to allow consumers to directly choose to personalize their shopping experience with intentional clicks.

To do so, consumers can tap buttons to direct Google to remember the types of categories they want to shop — like “Women’s Department” instead of the “Men’s Department,” for example — or even tap to choose favorite brands to ensure those are highlighted in their future Google Shopping search results. The company says the idea was prompted by its user research, as consumers told the company they were frustrated with seeing irrelevant search results.

Google says the user is in control of these settings and can turn them on or off at any time.

“We’ve taken a lot of time to do this very carefully because we absolutely want to make sure that people feel like they’re in control…if you, at any point, don’t want to share this information with Google — if you want to turn it off…you can do that,” says Rincon.

Image Credits: Google

Google is also adding new shopping filters that appear on pages as you search for various products, which will now adapt to search trends. That is, you might see “wide leg” or “bootcut” appear when shopping for jeans right now, because those styles are currently popular across searches. These “dynamic filters” are live now available in the U.S., Japan, and India, and will arrive in more regions over time.

Finally, the Google mobile app will highlight suggested styles based on your past shopping searches and what others have been shopping for on Google. You can tap on these suggestions and see where to buy the products via Google Lens.

Image Credits: Google

Combined, Google believes these changes will help to make shopping on its platform easier and, in some cases, more fun for consumers. But the larger reality here is that Google needs to find a way to keep users from diverting their searches to other sites, like Amazon, as doing so impacts its ability to sell ads and its bottom line.

read more about Google Search On 2022 on TechCrunch

More TechCrunch

Some startups choose to bootstrap from the beginning while others find themselves forced into self funding by a lack of investor interest or a business model that doesn’t fit traditional…

VCs wanted FarmboxRx to become a meal kit, the company bootstrapped instead

Uber and Lyft drivers in Minnesota will see higher pay thanks to a deal between the state and the country’s two largest ride-hailing companies. The upshot: a new law that…

Uber and Lyft’s ride-hailing deal with Minnesota comes with a cost

Andreessen Horowitz’s American Dynamism fund has established a new fellowship program aimed at introducing top engineers and technologists to venture investing, a move that could help the firm identify less…

a16z’s American Dynamism team launches program to introduce technical minds to VC

Another fintech startup, and its customers, has been gravely impacted by the implosion of banking-as-a-service startup Synapse. Copper Banking, a digital banking service aimed at teens, notified its customers on…

Teen fintech Copper had to abruptly discontinue its banking, debit products

Autodesk — the 3D tools behemoth — has acquired Wonder Dynamics, a startup that lets creators quickly and easily make complex characters and visual effects using AI-powered image analysis. The…

Autodesk acquires AI-powered VFX startup Wonder Dynamics

Farcaster, a blockchain-based social protocol founded by two Coinbase alumni, announced on Tuesday that it closed a $150 million fundraise. Led by Paradigm, the platform also raised money from a16z…

Farcaster, a crypto-based social network, raised $150M with just 80K daily users

Microsoft announced on Tuesday during its annual Build conference that it’s bringing “Windows Volumetric Apps” to Meta Quest headsets. The partnership will allow Microsoft to bring Windows 365 and local…

Microsoft’s new ‘Volumetric Apps’ for Quest headsets extend Windows apps into the 3D space

The spam reached Bluesky by first crossing over two other decentralized networks: Mastodon and Nostr.

The ‘vote Trump’ spam that hit Bluesky in May came from decentralized rival Nostr

Welcome to TechCrunch Fintech! This week, we’re looking at the continued fallout from Synapse’s bankruptcy, how Layer wants to disrupt SMB accounting, and much more! To get a roundup of…

There’s a real appetite for a fintech alternative to QuickBooks

The company is hoping to produce electricity at $13 per megawatt hour, which would be more than 50% cheaper than traditional onshore wind.

Bill Gates-backed wind startup AirLoom is raising $12M, filings reveal

Generative AI makes stuff up. It can be biased. Sometimes it spits out toxic text. So can it be “safe”? Rick Caccia, the CEO of WitnessAI, believes it can. “Securing…

WitnessAI is building guardrails for generative AI models

It’s not often that you hear about a seed round above $10 million. H, a startup based in Paris and previously known as Holistic AI, has announced a $220 million…

French AI startup H raises $220M seed round

Hey there, Series A to B startups with $35 million or less in funding — we’ve got an exciting opportunity that’s tailor-made for your growth journey! If you’re looking to…

Boost your startup’s growth with a ScaleUp package at TC Disrupt 2024

TikTok is pulling out all the stops to prevent its impending ban in the United States. Aside from initiating legal action against the U.S. government, that means shaping up its…

As a US ban looms, TikTok announces a $1M program for socially driven creators

Microsoft wants to put its Copilot everywhere. It’s only a matter of time before Microsoft renames its annual Build developer conference to Microsoft Copilot. Hopefully, some of those upcoming events…

Microsoft’s Power Automate no-code platform adds AI flows

Build is Microsoft’s largest developer conference and of course, it’s all about AI this year. So it’s no surprise that GitHub’s Copilot, GitHub’s “AI pair programming tool,” is taking center…

GitHub Copilot gets extensions

Microsoft wants to make its brand of generative AI more useful for teams — specifically teams across corporations and large enterprise organizations. This morning at its annual Build dev conference,…

Microsoft intros a Copilot for teams

Microsoft’s big focus at this year’s Build conference is generative AI. And to that end, the tech giant announced a series of updates to its platforms for building generative AI-powered…

Microsoft upgrades its AI app-building platforms

The U.K.’s data protection watchdog has closed an almost year-long investigation of Snap’s AI chatbot, My AI — saying it’s satisfied the social media firm has addressed concerns about risks…

UK data protection watchdog ends privacy probe of Snap’s GenAI chatbot, but warns industry

U.S. cell carrier Patriot Mobile experienced a data breach that included subscribers’ personal information, including full names, email addresses, home ZIP codes and account PINs, TechCrunch has learned. Patriot Mobile,…

Conservative cell carrier Patriot Mobile hit by data breach

It’s been three years since Spotify acquired live audio startup Betty Labs, and yet the music streaming service isn’t leveraging the technology to its fullest potential — at least not…

Spotify’s ‘Listening Party’ feature falls short of expectations

Alchemist Accelerator has a new pile of AI-forward companies demoing their wares today, if you care to watch, and the program itself is making some international moves into Tokyo and…

Alchemist’s latest batch puts AI to work as accelerator expands to Tokyo, Doha

“Late Pledge” allows campaign creators to continue collecting money even after the campaign has closed.

Kickstarter now lets you pledge after a campaign closes

Stack AI’s co-founders, Antoni Rosinol and Bernardo Aceituno, were PhD students at MIT wrapping up their degrees in 2022 just as large language models were becoming more mainstream. ChatGPT would…

Stack AI wants to make it easier to build AI-fueled workflows

Pinecone, the vector database startup founded by Edo Liberty, the former head of Amazon’s AI Labs, has long been at the forefront of helping businesses augment large language models (LLMs)…

Pinecone launches its serverless vector database out of preview

Young geothermal energy wells can be like budding prodigies, each brimming with potential to outshine their peers. But like people, most decline with age. In California, for example, the amount…

Special mud helps XGS Energy get more power out of geothermal wells

Featured Article

Sonos finally made some headphones

The market play is clear from the outset: The $449 headphones are firmly targeted at an audience that would otherwise be purchasing the Bose QC Ultra or Apple AirPods Max.

8 hours ago
Sonos finally made some headphones

Adobe says the feature is up to the task, regardless of how complex of a background the object is set against.

Adobe brings Firefly AI-powered Generative Remove to Lightroom

All cars suffer when the mercury drops, but electric vehicles suffer more than most as heaters draw more power and batteries charge more slowly as the liquid electrolyte inside thickens.…

Porsche Ventures invests in battery startup South 8 to boost cold-weather EV performance

Scale AI has raised a $1 billion Series F round from a slew of big-name institutional and corporate investors including Amazon and Meta.

Data-labeling startup Scale AI raises $1B as valuation doubles to $13.8B