In October 2024, Google unveiled a major transformation of its Shopping platform. This update, which incorporates cutting-edge AI technologies designed to elevate the user experience, promises to make online shopping through search results more intuitive and enjoyable than ever before.
If you are an ecommerce wiz, you will know that Google’s big changes are set to have a huge impact. If you are not, you can take our word for it.
At Blaze, we know the importance of keeping on top of Google Shopping’s latest updates, so we want to impart some of our expertise to our lovely clients and followers.
Aren’t we generous?
Here are some of the ways that Google Shopping is changing in 2025, how it might affect the shopping tab, and what you should keep in mind as you begin or continue to sell products through Google Merchant Centre.
Key Changes to Expect in 2025
Here are some key changes worth keeping updated on as we enter 2025. Many people misunderstand the new updates, and there has been an alarming increase in searches for ‘Where has Google Shopping gone?’
You can all stop panicking. Google Shopping isn’t going anywhere, and the app has been long gone since 2021, so if you’re worried about that, you’re about 4 years too late. Though Google Shopping isn’t going anywhere soon, there are some changes that you should probably get to know.
AI and Personalisation
The ongoing growth of AI is a big point of contention worldwide. Some people love it, while others are terrified of it. No matter your feelings on AI, you’re going to have to accept that AI is going to continue to grow and be a significant part of our day-to-day lives.
AI is becoming an instrumental part of digital marketing in 2025, so it is essential that you stay up to date on how it is being integrated into Google and YouTube.
Google is leveraging advanced machine learning in its search engine results to provide more targeted product recommendations to customers based on their purchasing and browsing patterns. The updates are great for users navigating the google shopping product feed, as it means they are getting easier access to the items they want.
Worry not, business owners; these updates are going to benefit you, too. These updates are set to increase the likelihood of conversions for businesses. Businesses will also have access to AI-driven insights in their data feeds that can help you better understand your user journey.
As they say, knowledge is power, and we are all about to get access to a lot more knowledge.
Augmented Reality Integration
If you are someone who grew up watching Clueless and dreamed about being able to pick clothes just like Cher, this update is going to be really exciting for you.
The integration of augmented reality is set to make virtual try-ons a part of everyday life- we know we can’t contain our excitement, either.
For those who are not familiar with Clueless or even augmented reality, all of this excitement probably makes little sense. It basically means that it will now be easier than ever to visualise products before buying them.
This means that you can try on clothes and accessories without having to go through the annoying process of ordering the clothes, trying them, hating them and having to send them back- finally.
But that’s not all; you can even test how furniture looks in your house through a virtual room layout, saving you time, energy, and money.
The introduction of AR is set to be incredibly beneficial for ecommerce businesses. If people can test out the items they want to buy before making a purchase, they will be more likely to complete the purchase.
Personalised Shopping Homepage
One of Google Shopping’s latest features is the personalised shopping homepage. This is another example of how Google integrates AI to provide users with a more tailored shopping experience.
Google Shopping now has a personalised homepage that showcases products based on users’ buying preferences and provides product briefs to help users better understand why the items are being recommended to them.
The results on this homepage are based on both Google searches and users’ YouTube viewing history.
The Introduction of Sustainability and Ethical Shopping
If the apocalyptic weather of 2024 has taught us anything, we definitely need to put more of a focus on sustainability and ethical shopping.
Look, we have all been guilty of buying from fast-fashion sites and not putting bottles in the recycling, but the actions of one person do not compare to the impact of vast companies such as Google, so seeing them make ethical changes is a step in the right direction.
If you want to contribute to the efforts to create a more sustainable world, you will be glad to hear that Google Shopping is introducing more visible indicators for products that meet sustainability criteria. This means you know that the businesses you support care about the planet.
Users can filter their searches to find businesses that are more socially and economically responsible.
This is fantastic news for businesses with a sustainable business model, as more traffic will be directed to your site. Google is also looking to partner with more ethical brands and increase their visibility, meaning more brands will be visible to their target audience.
To make sure that your businesses’ sustainability practices are properly set up and structured, both on-site and within Google Shopping ads, get in touch with our ecommerce web design agency team.
Improved Payment System
We can all agree that the past payment system for Google Shopping wasn’t too efficient.
The checkout process will be simplified as Google plans to integrate a more robust one-click payment process. This is brilliant for businesses dealing with cart abandonment.
With the growth of digital currencies, there is potential for integrating cryptocurrencies, so customers can now pay for their goods with cryptocurrencies like Bitcoin, Ethereum, or Stablecoins.
Things are also about to become a whole lot easier for international shoppers, as Google is set to streamline cross-border transactions.
Given how these changes are set to benefit both businesses and consumers, it is almost surprising that they have taken so long to introduce.
Deal Finding
Exciting news for savvy shoppers. Google Shopping has just launched a dedicated “Deals” page that puts personalised offers right at your fingertips. With powerful price comparison tools at your disposal, you can effortlessly track down the best bargains available, ensuring you never miss a fantastic deal again.
Though this is a great feature for consumers, it also creates a lot of opportunities for businesses to draw attention to any deals that your business may be having. We can’t wait to see how this is going to impact this year’s Black Friday digital shopping campaigns.
Voice Search Optimisation
With the introduction of Google Assistant, it is predicted that it will be more deeply integrated into Google Shopping. This means that users can search for products, compare prices, and even complete purchases. This means the phrasing used for marketing products is set to change.
Let’s take a break from the business benefits of this feature and commend Google for making Google Shopping more accessible than ever.
It’s about time, isn’t it? At Blaze, we predicted that voice search would be more integrated into our day-to-day lives and boy were we right.
This is excellent news for smaller businesses. The growth in voice searches is set to promote more localised results, which means that more local companies will have the chance to compete with larger brands for local customers.
How Changes to Google Shopping Will Impact Retailers
As we have already established, the changes made to Google Shopping are set to greatly impact retailers. Some of the ways that the latest updates to Google Shopping will impact retailers include:
Increased Competition
With the new updates, competition among retailers is set to grow. With the latest changes and implementation of AI-driven technology, businesses must adapt quickly to survive the algorithm.
If retailers don’t keep up with the latest updates and fail to modernise their approaches and Google Shopping listings, they may risk losing visibility and sales.
If you’re a retailer worried about losing visibility, you’ve come to the right place. However, if you would like a more detailed discussion about the updates, you can always contact our PPC marketing team. They have much more information on preparing for the upcoming Google changes, and can help your business to manage its merchant account in the right way.
High Expectations for Product Listings
With the recent updates, consumers will no longer accept bog-standard listings. To stay relevant as a retailer, you will need to invest in high-quality images and AR-ready visuals to showcase your products.
People are sick of ordering items, only for them to come and not be fit for purpose while also not looking anything like their pictures. Consumers now expect to see accurate descriptions, detailed specifications and reviews from real customers.
Gone are the days when you could post a low-quality image of your product and still receive thousands of orders. People want better; if you don’t offer it, they’ll find it elsewhere.
Worried about your product images? Get in touch with Blaze today and let our content manager take eye-catching photographs of your products that can easily compete with your Google competitors.
Sustainability Mandate
The world is becoming more conscious of its purchasing decisions, which means that consumers are more likely to favour brands that align with their values.
Google Shopping is set to promote and partner with more eco-friendly companies. Many businesses that want to cash in on eco-friendly initiatives must clearly label their products and ensure that their carbon footprint metrics are included on listings to qualify to be promoted as an eco-friendly business.
Data-Driven Decision Making
Thanks to the new inclusion of more advanced AI, retailers can access much more advanced Google analytics. They will have valuable insights into customer behaviour in a more detailed way than ever. This means that far more resources are available to put together better marketing strategies to promote their products.
With access to this data, customers will be able to improve conversions and gain exposure to new customers.
Building Consumer Trust
Retailers must ensure their listings are accurate and comply with Google’s new guidelines. With a growing emphasis on user reviews and seller ratings, even a small mistake in delivery or product misrepresentation could have a huge impact on how a business is represented through Google Shopping.
Though these additional trust signals are great for shoppers, they may create problems for retailers. On the other hand, they can also help a business build credibility and attract more customers, boosting conversion rates.
The Benefits For Shoppers
Though we have already established some of the many benefits the new updates may have for customers, we understand that we have thrown a lot of information at you, so as a little refresher, some of the benefits of the most recent update for shoppers include;
- Added convenience with integrated AR and voice search.
- Greater understanding and access to ethical shopping options.
- Improved user experience through AI-driven personalisation.
As we all adjust to the updates better, we can guarantee that more benefits will be uncovered.
How to Create a Google Shopping Feed
Now that you know more about how Google Shopping is set to change in 2025, you may be tempted to create a Google Shopping feed.
For those of you who don’t know what a Google Shopping feed is, it is a spreadsheet that organises and describes a product catalogue in a format that Google can understand and use.
We know it can be confusing at first, but in more simple terms, it’s an XML file containing a list of products that have been grouped and defined uniquely.
To create a Google Shopping Feed, you must create a Google Merchant Centre account and upload your product data. We know that can seem tedious, so take a page from the Blaze book and have your apprentice do it…
Only joking, we treat our apprentices really well and give them plenty of water and sunlight- promise.
Once all of your data has been uploaded, you can then add product reviews and promotions and set your tax and shipping rules.
It’s all relatively straightforward, but if you want more information about how to do it and how to utilise the Google Merchant Centre, we have plenty of information for you on the Blaze Media website.
Preparing For The Changes in 2025
We don’t want all of the lovely retailers who follow us to panic, but to avoid being lost in Google Shopping’s new algorithm; you must be prepared.
To prepare, you should ensure that all your product listings are optimised for AI and voice search. If it applies to your business, you should highlight eco-friendly credentials to attract conscious consumers.
You should also always monitor emerging trends and adjust any strategies you have accordingly. We get it: running a business while keeping up with Google Shopping updates can be challenging, so why not let an expert marketing agency take the lead on feed management (and other difficult tasks) in 2025?
Don’t Get Left Behind With the Support of Blaze
If you were wondering what happened to Google Shopping before you read this blog, we hope we have provided you with more clarity.
At Blaze Media, our team has years of experience following Google trends and adapting to the latest updates. If you want to ensure that your business thrives and stays up to date with every platform, you need an expert team on your side.
Contact us today to find out how we can help you.