Google Shopping Insights - Good Idea or The End Of DTC Brands?

Chrome will show ‘shopping insights’ and highlight discount codes

Google’s shopping insights, a good idea – or the end for DTC brands?

As the holiday shopping season approaches, Google is introducing new features, including in-browser price insights, to enhance the shopping experience for both Chrome and Search users.

Google Search/Shopping already offers a price insights feature that helps users determine if a product’s price is likely to decrease in the future. Now, a “Shopping insights” label will appear in the Chrome address bar (on desktop) when visiting retail websites.

Google is introducing a new “deals destination on Search” that conveniently categorizes discounted products, making it easier for users to find the deals they are looking for. The deals are sourced from a wide range of retailers, including big-box stores, direct-to-consumer brands, luxury multi-brand retailers, designer labels, and even local stores.

Google Enhances Shopping Experience with New Chrome and Search Features

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On the desktop, the Chrome New Tab page will feature a “Resume browsing” card that displays “products you recently viewed on shopping sites.” Additionally, the browser will prominently highlight available coupon codes by displaying a “Discount tag” in the Omnibox.

To access this carousel-based shopping experience, simply search for "shop deals" or specific categories like "shop sneaker deals."

In conjunction with the introduction of new shopping tools, Google has also released its annual “Holiday 100” list, showcasing “gift ideas and insights based on trending searches throughout the year.” Compiled using Google Trends data and other internal tools, the list is divided into categories such as Apparel & Accessories, Beauty, Toys & Games, Home & Garden, Health & Wellness, and Electronics. The Electronics category, for instance, features:

YETI Tundra 35 Hard Cooler: One of the most popular outdoor brands has made it onto Google Shopping’s Holiday 100 List, and for good reason. “YETI is the year’s top-searched brand of cooler,” according to Google Shopping.

Samsung Freestyle Projector: This compact and portable projector is perfect for movie nights at home or on the go. It has a built-in battery that lasts up to 3 hours, and it can project onto any surface.

Apple AirPods Pro: These wireless earbuds are some of the best on the market, with active noise cancellation, transparency mode, and a comfortable fit.

The Holiday 100 list is a great resource for finding gift ideas for everyone on your list. To view the full list, visit the Google Shopping website.

Our final thoughts on the NEW Google Shopping Insights feature.

Google Shopping Insights is a new feature from Google that provides shoppers with information about product prices and availability across a variety of online retailers. This includes information about historical price trends, as well as whether a product is currently on sale or out of stock.

The benefits of Google Shopping Insights for consumers include:

Saving money: Shoppers can use the feature to find the best prices on products they are interested in.
Making informed decisions: Shoppers can use the feature to get information about product availability, which can help them avoid purchasing items that are out of stock.
Saving time: Shoppers can use the feature to compare prices and availability from multiple retailers in one place.

The potential benefits of Google Shopping Insights for DTC brands include:

Increased visibility: DTC brands can get their products in front of more shoppers by appearing in Google Shopping Insights results.
Improved sales: DTC brands can potentially increase sales by making their products more visible and by providing shoppers with information about pricing and availability.

The potential drawbacks of Google Shopping Insights for DTC brands include:

Increased competition: DTC brands will face increased competition from other retailers that are also listed in Google Shopping Insights results.
Price transparency: DTC brands may lose some of their pricing power as shoppers become more aware of price differences across different retailers.

Overall, Google Shopping Insights is a positive development for consumers, as it provides them with valuable information about product prices and availability. For DTC brands, the impact of the feature will depend on a number of factors, including their pricing strategy and their ability to compete with other retailers.

Here are some additional thoughts on the impact of Google Shopping Insights on DTC brands:

It is too early to say definitively whether Google Shopping Insights will be a boon or a bust for DTC brands.
DTC brands that are able to provide competitive prices and a positive customer experience will likely be able to thrive in the new environment.
DTC brands that are unable to compete on price or experience may find it difficult to succeed.

Ultimately, the success of DTC brands in the face of Google Shopping Insights will depend on their ability to adapt to the changing landscape of online commerce.