Google Lens now allows you to check prices and availability when shopping in the real world.

Google has made a significant update to Google Lens, aimed at facilitating in-store shopping. This new version will provide users with information about products, price comparisons, and local inventory availability. Additionally, Google is introducing new shopping features in Maps and expanding Google Pay's capabilities ahead of the holiday shopping season.

The enhancements in Google Lens are part of a broader effort that Google has already been implementing through its shopping platform. The fundamental premise is that consumers also need to make informed decisions when shopping in the physical world, and Google Lens, as a visual search tool, will make this process easier. For example, if a customer is interested in a toy they see at Target, they will be able to take a photo of it with Google Lens to find reviews and similar products available in the store they are visiting. Users will also be able to compare prices with other retailers like Amazon or Walmart. This functionality is supported by Google's vast database of 45 billion product listings managed by the Shopping Graph and its Gemini models.

Lilian Rincon, VP of Product for Google Consumer Shopping, stated that they are introducing a tool that transforms the shopping experience in physical stores by utilizing artificial intelligence to eliminate uncertainty in these purchases. Rincon emphasized that during the holidays, the in-person shopping experience is irreplaceable, even though consumers have grown accustomed to reading reviews, comparing prices, and conducting research before making a purchase.

Initially, the feature will be available for beauty products, toys, and electronics in stores that share local inventory information with Google. These include retailers like Target, Ulta Beauty, Sally Beauty Supply, Macy’s, and Nordstrom, among others. Rincon noted that Lens is a widely used tool, with nearly 20 billion visual searches per month, and that 20% of those searches are related to shopping, which raises expectations for the arrival of this update.

Furthermore, Google is enhancing Maps, allowing users to search for products and find nearby stores that sell them. For example, when searching for Christmas sweaters, users will be able to see the available options in nearby stores. This new feature for Maps will roll out in the United States in the coming weeks.

On another front, Google Pay is also expanding by adding more buy now, pay later options. After integrating Affirm and Zip earlier this year, users will now be able to use Afterpay when paying with Google Pay, and support for Klarna will soon be included. Additionally, Google will begin testing a service aimed at helping merchants better identify fraudulent transactions to unlock legitimate transactions that may have been mistakenly flagged as fraudulent.