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Introduction
The holiday shopping season is here — and Google is making it smarter. With its latest AI-powered shopping updates, Google is radically transforming how people browse, compare, and buy products online. According to a recent TechCrunch report, Google is rolling out conversational shopping, agentic checkout, and even an AI that calls stores for you.
These innovations promise to reduce the friction of online shopping, making it more natural and efficient. But what do these changes mean for regular users — and more importantly, for businesses (especially e-commerce) and service providers like ShareSoft?
In this in-depth blog, we’ll unpack:
- What exactly Google is launching
- How these features work in real life
- Why these updates matter for both shoppers and businesses
- The risks and challenges
- How ShareSoft (and similar digital agencies) can help businesses adapt
- Actionable strategies for e-commerce and service-based companies
Let’s dive in.
What’s New: Google’s AI Shopping Upgrades Explained
Google’s update is significant — it isn’t just improving search, but redefining shopping. Here are the three core innovations:
- Conversational Search in AI Mode
- Agentic Checkout
- AI that Calls Stores (“Let Google Call”)
Conversational Shopping in Search
- Google’s AI Mode in Search now supports natural-language queries. That means instead of typing precise keywords, you can ask Google in a conversational style, like asking a friend: “Show me cozy fall sweaters in muted tones” or “Which moisturizers are good for dry winter skin?”
- The AI will respond not just with text. It can provide images, price comparisons, reviews, and inventory details — all integrated.
- If you’re comparing items (say, two skincare products), Google may generate a comparison table, to help you decide more easily.
- This is powered by Google’s Shopping Graph, which aggregates over 50 billion product listings, 2 billion of which are updated every hour.
- The goal is to bring back the fun parts of shopping — browsing, discovery — but remove the tedious bits like endless filtering. As Vidhya Srinivasan from Google puts it, “shopping should feel … natural and easy.”
Agentic Checkout
- Google is introducing agentic checkout inside Search. It works like this:
- You track the price of a product (you set the target price, color, size, etc.).
- When the price drops to your target, Google notifies you.
- With your permission, Google can complete the purchase using Google Pay.
- Google ensures the process is secure: it uses its trusted Shopping Graph + Google Pay infrastructure.
- They emphasize user control: Google asks you to confirm purchase details before placing the order.
- Early rollout partners include Wayfair, Chewy, Quince, and some Shopify merchants.
AI That Calls Stores: “Let Google Call”
- One of the most novel features: Google’s AI can call local stores on your behalf to check product availability, price, and promotions.
- This uses Google’s Duplex technology (originally introduced for making dinner reservations), combined with its Shopping Graph and payment systems.
- How it works:
- You search for a product and use “near me” filter.
- Click the “Let Google Call” option.
- The AI agent calls stores, asks relevant questions (like stock, discounts).
- You get a summary of what it found, via email or text.
- Rollout is starting in the U.S., for categories like toys, electronics, and health & beauty.
- Google is careful to make the experience fair for merchants: if the store doesn’t want to receive AI calls, it can opt out. Also, the AI discloses that it’s an AI when calling.
Why These Features Matter — For Shoppers and Businesses
Now that we know what’s coming, let’s explore why these updates are important and what opportunities (and threats) they bring.
For Shoppers: Smarter, Smoother Buying
- Convenience: No more juggling tabs, refreshing for price drops, or calling multiple stores. Google is streamlining the process.
- Personalization: Because you can talk naturally, Google can better understand what you really want.
- Trust & Confidence: With real-time inventory, comparisons, and price tracking, you make more informed decisions.
- Time-Saving: The “Let Google Call” feature can save you from manually dialing store after store.
- Budget-Friendly: Agentic checkout allows you to set a target price and let Google do the rest — especially useful during sales/hot deals.
For Businesses: New Dynamics, New Opportunities
These AI-powered shopping innovations don’t just change how consumers shop — they change how businesses need to show up.
More Intelligent Discovery
- Your products need to be optimized for conversational queries. Rather than relying purely on transactional keywords (“buy blue sweater size M”), businesses may need to think in terms of how shoppers speak.
- This aligns with content marketing and SEO: you can benefit by creating product descriptions, FAQs, and blog content that reflect the way customers ask questions.
Increased Visibility in Google’s Shopping Ecosystem
- Since the AI uses Google’s Shopping Graph, having your inventory properly listed (and up-to-date) becomes even more crucial.
- Local inventory matters: because Google can call local stores, physical retailers that make their stock data visible could benefit by capturing local demand.
Conversion via Agentic Checkout
- If your store integrates with Google Pay (or supports Google’s agentic checkout), you might benefit more from spontaneous purchases.
- Using price tracking: customers may be more likely to commit if they know Google is watching the price drop for them.
Trust & Brand Perception
- Being part of Google’s ecosystem can boost brand trust. If potential buyers see your products through Google’s conversational shopping interface, it lends credibility.
- But there’s also a risk: if you don’t adapt, customers may bypass your site entirely — buying directly through Google’s agentic system without engaging with your website.
Challenges for Traditional E-commerce SEO
- As Google internalizes more of the shopping journey, businesses may see less referral traffic from search if people complete purchases directly in Google.
- Traditional pay-per-click or display strategies may need to be rethought; competition could intensify as Google shifts to more agent-based commerce.
Risks, Concerns & Ethical Considerations
Innovation is exciting — but not without risks. Here are some potential challenges and ethical considerations with Google’s AI shopping.
For Consumers
- Privacy: To call stores and track prices, Google needs access to user data. How is that data stored, and what are the user’s privacy protections?
- Transparency: When Google calls a store, the recipient is told it’s an AI — but how clear is that? Could there be miscommunication?
- Choice: Over time, will Google’s agentic checkout push users to preferentially buy through Google’s system rather than exploring other platforms?
- Dependence on AI: If people rely too much on AI to make purchase decisions, they might lose out on serendipitous discovery or smaller niche retailers.
For Merchants
- Integration Complexity: Not all merchants will be ready or willing to integrate with Google’s agentic checkout or share inventory data.
- Opting Out: Some local businesses may not want Google’s AI calling their stores repeatedly. While Google allows opt-out, there could be pressure or friction.
- Margin Pressure: If Google pushes for low prices, or if customers only buy when the price drops, margins could shrink.
- Loss of Traffic: With purchases happening more “inside Google,” businesses might see reduced website traffic — which can hurt brand-building and long-term customer relationships.
- Ad Spend Shift: Traditional ad models may weaken if users complete the transaction within Google rather than going to a retailer’s site.
How ShareSoft Can Help Businesses Navigate This Shift
At ShareSoft, we specialize in digital transformation, technology consulting, and helping businesses stay ahead of tech-driven trends. Here are concrete ways ShareSoft can help businesses adapt to Google’s AI shopping revolution.
Conversational SEO & Content Strategy
- Conversational Keyword Research: We can help you identify and target natural-language queries that reflect how customers talk (not just type).
- Content Design: Create product pages, blog posts, FAQs, and conversational guides structured around how your target audience asks questions (“What are the best affordable skincare options for dry skin?”, “Can I find a blue wool sweater under ₹3,000?”).
- Voice Search Optimization: With increasing voice-based queries, we optimize content so that Google’s AI Mode can surface your products more naturally.
Google Shopping Graph Integration
- Inventory Syncing: We assist in ensuring your inventory is accurately listed in the Shopping Graph, with up-to-date stock, pricing, and product attributes.
- Local Store Optimization: For businesses with physical stores, ShareSoft can help make local inventory visible to Google so that “Let Google Call” works in your favor.
Agentic Checkout Enablement
- Payment Integration: We can guide or help implement Google Pay or compatible payment infrastructure so you’re ready for agentic transactions.
- User Consent Flows: Designing transparent, user-friendly flows for customers to set price tracking, confirm purchases, and maintain trust.
- Customer Education: We can help you communicate to your customers that they can safely use Google’s agentic checkout, clarifying benefits and safeguards.
Data & Analytics
- Monitoring AI-Driven Traffic: Even if purchases happen within Google, we’ll track user behavior, attribution, and conversions.
- A/B Testing: We can test different messaging strategies — for example, “Buy via Google” vs “Visit our store” — to understand which converts better.
- Reporting and Insights: Provide reports on how much revenue is being driven by agentic checkout vs traditional channels, and recommend adjustments.
Risk Mitigation & Compliance
- Privacy-by-Design: Ensuring that any data-sharing or integration complies with privacy laws (e.g., GDPR, CCPA) and builds user trust.
- Opt-out Strategy: Helping local retailers decide if they should participate in “Let Google Call” and designing their strategy accordingly.
- Brand Safeguarding: Advising how to maintain customer relationships and branding even when purchases may happen inside Google’s ecosystem.
Strategy & Roadmap: What Businesses Should Do Next
To make the most of Google’s AI shopping innovations, here’s a recommended roadmap for businesses, especially e-commerce retailers and service providers.
Phase 1: Assessment & Readiness (Next 3 Months)
Audit Current Presence
-
- Review your shopping listings (on Google Merchant Center, etc.)
- Check if your inventory data is accurate and up-to-date
- Evaluate your current content for conversational relevance
Set Goals
-
- Do you want to drive Google-initiated purchases? (Agentic checkout)
- Do you want to show up for local “near me” / AI-Call queries?
- How will you measure success (revenue, conversion rate, brand lift)?
Technology Gap Analysis
-
- Do you support Google Pay? If not, what’s needed?
- Do you have systems in place to feed local inventory and store data to Google?
- Is your website/mobile ready for conversational content and voice SEO?
Phase 2: Implementation (3–6 Months)
Conversational SEO & Content Creation
-
- Create resource-rich product descriptions, FAQ sections, and blog content
- Target natural-language queries and optimize for Google’s AI Mode
- Implement voice-search friendly structures
Integrate with Google Shopping Graph
-
- Ensure your product data feed (inventory, price, description) is integrated and updated frequently
- For local stores: make sure inventory is visible for “near me” shoppers
Agentic Checkout Setup
-
- Implement or integrate Google Pay payment flow
- Set up user consent flows to enable price tracking + “buy when price drops”
- Test checkout process end-to-end
Customer Communication
-
- Educate your customers via email, social media, or website banners about the Google AI shopping experience
- Emphasize benefits (price tracking, time-saving, convenience) and safety
Phase 3: Optimization & Scaling (6–12 Months)
Track & Analyze Performance
-
- Monitor AI-driven conversions, revenue from agentic checkout vs traditional checkout
- Use analytics to learn which conversational queries are driving purchases
- Optimize messaging, pricing, and inventory based on insights
AB Testing & Iteration
-
- Experiment with different content / call-to-action (CTA) formats
- Try variations in “Let Google Call” participation (for local stores)
- Refine price-tracking thresholds and notification flows
Risk & Compliance Monitoring
-
- Keep user data privacy top of mind: ensure data retention, consent, and transparency are maintained
- Decide on long-term opt-in/opt-out strategy for store calls
- Monitor customer feedback and refine the experience
Scaling Up
-
- Expand to more categories (if applicable) for agentic checkout
- Localize content and features for target markets (especially as Google rolls out features beyond the U.S.)
- Leverage lessons learned to improve product catalog, inventory strategy, and customer engagement
Why This Is a Big Deal for ShareSoft
At ShareSoft, we’re strongly positioned to help businesses navigate this shift — because we understand both technology and digital marketing. Here’s why Google’s AI shopping update aligns with what we do best, and how it can amplify our value:
- Digital Transformation: As a tech consulting firm, we can help businesses adapt their systems (inventory, payment, data) to be AI-ready.
- SEO & Content Expertise: Our content strategies are already focused on user intent, long-tail conversational keywords, and high-value content — exactly what Google’s new AI Mode rewards.
- Growth & Conversion Focus: We know how to optimize for conversions, not just traffic: setting up agentic checkout properly means real, measurable revenue.
- Analytics & Insights: Our team can build dashboards to monitor AI-driven metrics, helping clients make data-driven decisions.
- Trust-Building: We help clients communicate transparently about AI use, privacy, and customer control — building long-term loyalty.
By partnering with ShareSoft, businesses don’t just survive this AI-driven shift — they thrive.
Potential Challenges & How ShareSoft Helps Overcome Them
Let’s be realistic: not everything will be smooth sailing. Here are some potential challenges businesses might face and how ShareSoft can help mitigate them.
Challenge |
How ShareSoft Helps |
| Lack of conversational content — business hasn’t been writing in “natural language” | We perform content audits, revamp product pages, write blogs/FAQs tailored to conversational queries. |
| Inventory data is outdated, or local store stock isn’t digitized | We integrate inventory management systems, set up feeds to Google Shopping Graph, automate updates. |
| Businesses don’t support Google Pay or agentic checkout | We help integrate Google Pay payment infrastructure, design user flows, and ensure compliance. |
| Concern about users buying through Google directly (loss of site traffic) | We design retention strategies: post-purchase communication, loyalty programs, brand content. |
| Data privacy and compliance worries | We ensure GDPR/CCPA-aligned consent, design data retention policies, and craft transparent messaging. |
| Difficulty measuring ROI from AI-driven shopping | We build analytics dashboards, attribution models, and run A/B tests to optimize performance. |
The Future: What’s Next in AI Shopping?
Google’s 2025 update is just the beginning. Here are some broader trends and what to watch for — and how ShareSoft is keeping clients future-ready.
- Global Rollout: Currently, many of these features are rolling out in the U.S. As Google expands globally, more businesses will have to adapt.
- More Agentic Agents: Other AI agents (from competitors or startups) will likely enter the scene, leading to more “agent-led commerce.”
- Voice & Multimodal Shopping: With voice assistants, AR try-ons, and AI that understands images, shopping is likely to become more immersive.
- Smarter Local Commerce: The “Let Google Call” feature could expand to more use cases (bookings, services) — meaning local businesses must be prepared.
- Regulation & Trust: As AI agents become more powerful, regulation (privacy, disclosure) will grow. Businesses that adopt ethically will build trust.
Embrace the AI Shopping Era with ShareSoft
Google’s AI shopping updates — conversational search, agentic checkout, and AI calling stores — mark a turning point in e-commerce. These are not incremental features; they are part of a paradigm shift in how consumers interact with commerce.
For shoppers, the benefits are clear: more convenience, personalization, and control. For businesses, however, the stakes are high: those who adapt can capture new revenue streams, build stronger relationships, and streamline operations. Those who don’t risk losing out to competitors who are AI-first.
ShareSoft is uniquely positioned to guide businesses through this transition. From content strategy and SEO to payment integration, analytics, and privacy compliance — we help you not just respond to change, but lead with it.
If you’re a retailer, service provider, or entrepreneur wondering how to make the most of Google’s AI shopping wave, connect with ShareSoft. Let’s build a future where your business thrives in an AI-powered commerce world.
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