Google is enhancing its Lens tool to provide real-world shopping assistance, enabling users to access product insights, compare prices, and check local inventory while visiting physical stores. These updates complement Google’s existing online shopping tools and arrive just in time for the holiday season. Additionally, the company is introducing new features in Maps and expanding Google Pay’s capabilities.
Building on its Google Shopping platform, the enhanced Lens feature aims to help shoppers make informed decisions in brick-and-mortar stores. For example, if you spot a toy at a store like Target, you can snap a picture using Google Lens. The tool will display reviews, alternative options, and availability at nearby retailers, including price comparisons with other stores like Walmart or Amazon.
The new functionality leverages Google’s extensive Shopping Graph, which incorporates over 45 billion product listings and advanced AI models. According to Lilian Rincon, Google’s VP of Consumer Shopping Product, the goal is to bring the convenience of online research to in-store shopping. “This tool is designed to eliminate guesswork, helping shoppers confidently navigate their purchases,” Rincon said.
Initially, the feature focuses on beauty products, toys, and electronics, with participating retailers including Target, Ulta Beauty, Macy’s, Nordstrom, and others that share local inventory data with Google. Rincon also highlighted the growing popularity of Lens, which processes nearly 20 billion visual searches each month, with 20% being shopping-related.
The updated Lens functionality is now available for U.S. users via the Google and Chrome apps on Android and iOS. Location sharing must be enabled to access the service.
In addition to the Lens updates, Google is rolling out new shopping features in Maps. Users will soon be able to search for specific products, like a holiday sweater, and find nearby stores that stock them. This feature will support categories like clothing, electronics, groceries, and home goods, with a U.S. launch scheduled in the coming weeks.
On the payments front, Google is expanding its “buy now, pay later” options in Google Pay by adding Afterpay as a checkout option, with Klarna integration on the horizon. Furthermore, the company is piloting a service to help merchants better identify fraudulent transactions, aiming to reduce false fraud flags and support legitimate purchases.
These updates reflect Google’s continued efforts to integrate AI and advanced tools into both online and offline shopping experiences.
