How Google is changing online shopping in the UK

There is no doubt that Google is a household name for many as it is the first choice for people looking for a decent search engine. Its success lies in its ability to provide users with relevant search results but also its power to enhance consumer experience and completely transform the digital landscape. In this context, it is worth exploring how Google is changing online shopping in the UK.

Firstly, Google has become the prime choice for search engines and consumer’s choices. In recent years, it has evolved immensely which has had a knock on effect on online shopping experiences for both businesses and consumers. Google isn’t just about matching up pages with people’s each queries but it can also be instrumental in helping people to find products even when they aren’t specifically shopping online. Part of the reason why Google is so important for online shoppers is because of the volume of people that prefer shopping online to shopping in store. Not only is it incredibly accessible and convenient, minimising the need to travel to a physical store, but it can also be a quicker way to find a specific item tailored to your preferences and to check if it is available.

Recently, Google has introduced new rules to search results to ensure fair competition and improve user experience across the digital market in the UK. To align with the EU’s newly enacted Digital Markets Act (DMA) across the European Economic Area (EEA), Google has begun to make several key changes to search results. The DMA is implemented to guarantee fair competition and improve user experience across the digital market in Europe and came into force on 6 March 2024 introducing a number of constraints surrounding preferential rankings and targeted advertising. This includes countering anti-competitive practices, reducing the power that VLOPs have on the digital landscape in Europe and giving European startups and SMEs a better chance to make a name for themselves in online marketplaces which could consequently affect businesses and online shoppers.

The DMA emphasises secure transactions, safeguarding financial information which is incredibly important to consider when you are navigating the world of online shopping. As compliance requirements apply to major tech companies like Google and Apple, security measures receive more attention especially with the prevalence of hackers and cybercriminals. Users can anticipate safer payment methods and robust data protection, making them feel safer online. The DMA facilitates lower transaction costs, benefiting both merchants and players seeking safe payments on BonusFinder.com. Hidden charges and outdated payment systems are no longer relevant. Fair competition ensures that smaller retailers can compete alongside larger players, ultimately benefiting consumers.

In terms of how these new rules benefits companies and users, it will have a positive impact on search results, services, privacy and data collection. One key change that Google is making is price comparison results which will provide results from external websites as well as their own internal pricing system. For example, when you are searching for a room to stay in for a future holiday, you may see a lot of different prices from competitors which will influence your decision. However, you will also see an option from Google to help you make your mind up. In this way, based on their search patterns and online activity, Google can determine what shoppers are most likely to buy.

Google is also planning to provide choice screens for search engines and browsers which cater to those using Android devices. This allows Android users to see screens that let them make a decision about their preferred search engine or web browser during device set up. This will permit browsers and online shoppers to choose alternatives to Google’s own products. There are also plans to involve Chrome users and iOS users in the coming years.

There are also long-term ramifications for these newly introduced changes that are significant. Google is making waves in terms of privacy and data consent. Now, Google will ask users to agree to share their data across its services for personalised advertising. It won’t just benefit consumers, but businesses too as they offer free product listings on Google shopping after 8-years of only having paid advertising. These changes signal a shift toward a more open and competitive digital market. Smaller businesses can gain visibility, while consumers can look forward to a seamless shopping experience.

Overall, Google’s new rules relating to search results helps to ensure competition and improve user experience across the digital market in the UK. From Google displaying a wider range of shopping results to ensure that smaller retailers have a better chance to providing more options directly within search results, Google has completely streamlined the shopping process forever. So, why not try it out for yourself to see if these new rules could benefit you, either as a business or a consumer?