TrendsShop the Look: shopping with Google

Ilaria Trapuzzano8 years ago6 min


Google starts doing business with online shopping and with a new mobile advertising programme dedicated to clothes. It’s called shop the look and it will allow users to see, choose and buy dresses and outfits, starting from the SERP (Search Engine Results Page) results.

An instrument that will simplify the user’s acquisition process, and they will not be forced to open dozen of tabs and download apps looking for the right ecommerce solution.

It’s easy: through the partnership that Google is establishing with websites like Polyvore and, the browser will visualize images and links of brands, retailers and editors according to the keywords. If we insert something like “office outfit”, we’ll see some pictures of some famous fashion blogger wearing a particular outfit, and then we’ll be able to proceed and buy the same outfit and accessories, simply by touching the image and exploring the products seen in the shopping adv.


Google and a new adv experience

As Google said “Ninety percent of smartphone users are not absolutely certain of the specific brand they want to buy when they begin looking for information online and half of the browsers look at blogs to discover new ideas and trends”. It is clear the reason why Big G wants the user to have a better perception of advertising, that is often perceived as spam. The goal is to create a new quality adv experience that offers immediacy, interaction and usability. An advantage for the user who will feel less disturbed, but also for the advertiser who will see the clicks conversion rate go up and up. And talking about online shopping, this is a unique opportunity and Google know is better.

This industry keeps evolving and is characterized by an ever growing physical and virtual interaction, thanks to the Mobile Commerce, thanks to apps. Just in the US at the beginning of September 2016, the rate of online purchases through a mobile device was 34% and 26% in Italy. A business that keeps growing.

Shop the Look is just the latest Google piece to become more and more powerful…

For now, this online shopping service is available in US only. In Europe, we’ll have to wait a bit to have it, but something tells me that it will be easy for it to have a huge success over here too…

Ilaria Trapuzzano

“Il vero viaggio non consiste nel cercare nuove terre, ma nell’avere nuovi occhi” – M. Proust. Nata e cresciuta nel giornalismo televisivo, convertita al digitale per scelta inseguendo la voglia di sperimentare diverse forme di narrazione. Racconto la realtà attraverso una nuova prospettiva professionale e di vita, cercando ispirazione nelle cose universalmente belle: viaggi, cibo e buon vino.

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