Google is revolutionizing in-store shopping with a new update to Google Lens, making it easier to check prices, compare inventory, and gain product insights in physical stores. The update is part of a broader enhancement to Google Shopping and Maps, introducing AI-powered tools to improve the shopping experience ahead of the holiday season.
The new Google Lens feature allows shoppers to photograph items in stores like Target, Macy’s, and Nordstrom to instantly access reviews, price comparisons, and local inventory data. Powered by Google’s Shopping Graph, which includes over 45 billion product listings, the tool uses Gemini AI models to deliver accurate and comprehensive shopping information.
“For example, if you see a toy in-store, you can use Google Lens to check reviews, see if it’s available elsewhere, or compare prices with retailers like Amazon or Walmart,” explained Lilian Rincon, Google’s VP of Consumer Shopping Product.
Price Comparisons: Shoppers can check if a product is cheaper at competing retailers.
Local Inventory: Lens shows whether a specific item is available at nearby stores, helping avoid unnecessary trips.
Product Insights: Users can read reviews and discover similar products before making a purchase.
Initially available for beauty products, toys, and electronics, the feature works with participating retailers that share their inventory with Google. These include Target, Ulta Beauty, Sally Beauty, Macy’s, and others.
Google is also introducing new shopping features in Google Maps, allowing users to search for specific products and see nearby stores carrying them. For example, searching for a “holiday sweater” will show available options in local stores. This feature, set to launch in the U.S. in the coming weeks, covers categories like clothing, groceries, home goods, and electronics.
Additionally, Google Pay is expanding its payment options by adding Afterpay, with Klarna integration coming soon. These “buy now, pay later” options enhance flexibility for shoppers, particularly during the holiday season.
To address rising concerns over payment fraud, Google plans to pilot a new service to help merchants identify fraudulent transactions more accurately. The system aims to reduce false fraud flags, ensuring smoother transaction experiences for consumers and merchants alike.
Google Lens is already a popular tool, with over 20 billion monthly visual searches, 20% of which are shopping-related. The new update is available starting today for U.S. Android and iOS users who have opted to share their location.
Google’s efforts to blend in-store and online shopping aim to enhance the retail experience, making it both more informed and efficient. As AI continues to shape consumer behavior, tools like Google Lens demonstrate how technology can bridge the gap between digital convenience and in-person retail magic.