Google Lens Merges Online-to-Store Shopping

Plus new from Google and Meta

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Jo Lambadjieva
November 29, 2024

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Google Lens Merges Online-to-Store Shopping

Google is extending its visual search capabilities beyond online shopping into physical retail spaces, marking a significant shift in how consumers can access digital insights while shopping in stores. The tech giant is leveraging its vast product database and AI capabilities to help shoppers make more informed in-store purchasing decisions.

The new functionality, integrated into Google Lens, enables shoppers to access product reviews, compare prices across retailers, and check local inventory availability simply by photographing items in participating stores. This development represents a strategic move to address the growing complexity of omnichannel retail, where consumers increasingly blend digital and physical shopping experiences.

The AI technology powering these features draws from Google's Shopping Graph, which contains over 45 billion product listings, and utilizes the company's Gemini models. This sophisticated backend infrastructure enables real-time analysis of visual data and matching with relevant product information, demonstrating how AI can enhance traditional retail experiences without disrupting them.

Initial rollout focuses on three key product categories—beauty products, toys, and electronics—with support from major retailers including Target, Ulta Beauty, Macy's, and Nordstrom. The feature's adoption metrics already show promise, with Google Lens processing nearly 20 billion visual searches monthly, of which 20% are shopping-related queries.

Google's expansion extends beyond visual search, incorporating new capabilities in Google Maps that allow users to search for specific products and locate nearby stores with current inventory. This integration suggests a broader strategy to create a cohesive shopping ecosystem that serves consumers throughout their purchase journey, whether online or in-store.

The timing of these features' introduction, ahead of the holiday shopping season, positions Google to capture valuable consumer behaviour data while providing practical utility to both shoppers and retailers. For merchants, these tools offer opportunities to reach consumers at critical decision-making moments, potentially influencing purchase decisions through digital touchpoints within physical retail environments.

These developments signal a larger industry shift toward technology that enhances rather than replaces traditional retail experiences. As digital and physical retail continue to converge, the role of AI in facilitating seamless shopping experiences becomes increasingly central to retail innovation strategies.

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