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Google is gearing up for the holiday shopping rush with a sweeping set of AI powered upgrades designed to simplify how people browse, compare and buy products online. From conversational product searches to automated price tracking and AI assisted purchasing, the tech giant is positioning itself at the center of a retail season expected to be one of the biggest in years.
Industry experts say these updates signal Google’s most aggressive push yet into commerce technology, putting pressure on Amazon, Shopify, TikTok Shop and other retail platforms fighting for holiday spending.
Conversational Shopping Comes to Search
Instead of clicking through endless filters, shoppers can now talk to Google the way they would talk to a friend. Users can ask for gift ideas, product types, aesthetic preferences or recommendations for specific situations and receive detailed, visual responses.
This feature taps into Google’s enhanced Shopping Graph, which now tracks more than 50 billion product listings and refreshes two billion data points every hour. That allows Search to display the freshest information on price, availability, shipping details, user reviews and local inventory.
Retail analysts say this move directly targets Amazon’s dominance over product search. With more shoppers beginning their buying journey on Amazon than anywhere else, Google is working to reclaim that traffic by making Search smarter and more interactive.
Gemini App Now Doubles as an AI Shopping Assistant
Google is also expanding AI shopping features within the Gemini app, allowing users to brainstorm ideas, compare products and purchase items without jumping between apps.
A user can ask for holiday gift inspiration, compare beauty products for different skin types, or get fashion suggestions, and the app provides curated selections with shoppable links.
Early testing in the United States has shown that giving users a single AI powered interface for discovery and purchasing significantly increases purchase intent and reduces abandoned searches.
Agentic Checkout: Google’s AI Can Now Buy Gifts for You
The most groundbreaking addition is Google’s new “agentic checkout” system. Users can track a product’s price, specify details like size, color, model or budget, and allow Google’s AI to complete the purchase automatically once it meets their requirements.
Google ensures users approve shipping details, payment information and merchant eligibility before the system is allowed to execute an order. The feature is launching first with merchants in the United States, including Wayfair, Chewy and select Shopify powered stores.
E commerce analysts call this feature a potential “game changer,” noting that no major competitor currently offers automated purchasing at this level. The system could reduce impulse buying, help users save money and streamline complex shopping tasks like monitoring fluctuating holiday prices.
Why Google’s AI Shopping Push Matters
Holiday shopping in the U.S. is expected to exceed one trillion dollars this year, and the competition among retailers is fierce. Google’s update aims to solve the biggest pain points shoppers face:
- Too many product choices
- Constantly changing prices
- Information overload
- Difficulty comparing items across multiple sites
- Checkout friction
By reducing the number of tabs customers need to open and centralizing every step of the buying journey, Google is strengthening its ecosystem while creating new ways for retailers to reach high intent buyers.
For merchants, the platform offers improved visibility through AI driven recommendations, potentially boosting foot traffic and conversions at a time when marketing budgets are under scrutiny.
Industry Context: Google’s AI Retail Strategy Goes Global
Analysts note that these updates also escalate Google’s rivalry with Amazon, which currently dominates e commerce through Prime, same day delivery and an ever expanding third party marketplace. Meanwhile, TikTok Shop continues to surge with influencer driven shopping, and Shopify is rapidly scaling checkout tools across millions of online stores.
Additionally, with Gen Z spending more time researching products on Google owned YouTube, integrating AI shopping hints at a broader retail strategy that spans video, search, mobile and in store discovery.
While the initial launch is limited to the United States, Google says global expansion is planned as it refines merchant eligibility, security permissions and international payment support.
