What the new Google Shopping updates mean for reviews

With physical stores having been shut most of 2020, most businesses have been forced to rely on eCommerce sales more than ever these past few months.

So it came as no surprise when in April, Google announced that it’s now free to sell on Google, making it easier for retailers to gain visibility and sell on Google Shopping.

What is Google Shopping and how does it work?

For those of you who might not be familiar with Google Shopping, it enables users to view product information from merchants that is updated on a regular basis by the merchants. Online retailers, who are part of the Google Merchant network, submit feeds containing product information to Google Shopping, and pay each time someone clicks to their website or makes a purchase directly from their site. But following Google’s April announcement, this has now changed.

It’s now free to sell on Google

Since April, the US Google shopping tabs primarily consist of free listings, helping retailers get more visibility and better connect with consumers, whether or not they already advertise on Google.

This change has meant that smaller businesses have had more exposure during the coronavirus pandemic, given them a greater chance of successfully selling online.

The changes aren’t live globally yet. This was announced in April 2020 for the US market, and will be expanded globally by the end of the year.

Google has also removed commission fees

In July, Google also announced that ‘Buy on Google’ is now commission-free. By removing commission fees, Google has lowered the cost of doing business online, and brands no longer have to pay a fee for purchases made through Google Shopping. This new announcement makes it even easier for retailers to sell directly on the platform.

Google also announced two new integrations, with Paypal and Shopify, meaning retailers and consumers now have more payment options when selling or shopping on Google Shopping. If a retailer wants to sell directly on Google, they can get started even faster and continue using the tools that already work well on their website.

What these changes mean for retailers, and how reviews can help

eCommerce businesses usually measure their performance through website traffic, click-through rates and on-site conversions. With Google’s new announcement, retailers are going to have to find new ways to stand out from other listings to sell products directly on Google Shopping.

This year, we observed an 11% decline in trust globally, with only 71% of people admitting they trust consumer brands. This only proves how challenging it can be to build trust and credibility through a Google shopping listing, especially when consumers don’t visit your website or social channels.

Trusted Google Reviews Partners like Trustpilot allow retailers to have their online reviews displayed directly on their product listings on Google Shopping. That’s important because today, 89% of global consumers check online reviews as part of their online buying journey, and 49% of global consumers consider positive reviews one of their top 3 purchase influences. Showcasing a trust signal such as your rating or reviews can help you differentiate yourself from other competitors in Google Shopping.

So how can you start displaying your Trustpilot reviews on your free product listings in Google?

An eCommerce website can get rated when using one of the review services that makes you qualified for Google Seller Ratings. If qualified, your Trustpilot rating will automatically appear in Google Shopping without any action required from your side.

Being as transparent as possible helps consumers make more informed decisions, and helps boost consumer trust in businesses. You can find out more about the importance of trust signals to boost conversions in Google Shopping here, or request a free demo below to learn how Trustpilot can help you collect and showcase your reviews in Google shopping.