Google Shopping is powered by product information feeds uploaded to the Google Service provider Middle. Beforehand, retailers needed to pay for placement on Google Shopping, however Google Shopping will now consist primarily of free listings. 

In response to Rick Kenney, VP of Development & Success at Zaius, “The move to make product listings free is another in a series of moves laser-focused on top-of-funnel thinking.” 

He added, “The real prize – and one that brands and Google can collaborate to win – is to evolve beyond pure session-related thinking towards full-journey customer-centricity. Assisting brands to get to know the 89% of visits from anonymous shoppers is Google’s path to the top of Commerce and will boost brands’ DTC relationships.”