• by Laurie Sullivan  @lauriesullivan, July 21, 2021

Google began rolling out new tools in the United States Wednesday to link deal-seeking consumers with businesses looking to promote their products.

Starting today, Google will list deals on the Shopping tab. Those searching for back-to-school products like "backpacks" might see a new section that organizes and serves up a list of competitively priced items from retailers across the web.

Then, beginning October 15 through the new deals carousel on search, consumers will have an option on Google Search to swipe through and discover the most popular deals for major retail sales like Black Friday and Cyber Monday.

"When people search for deals during major sales moments, like 'Black Friday deals' or 'Cyber Monday sales,' they will see a new section highlighting relevant deals, alongside other related sales information," writes Matt Madrigal, vice president and general manager of merchant shopping at Google.

The new deals carousel aims to make it easier for shoppers to swipe through and discover the most popular web-ranked deals for any major retail sale such as Black Friday and Cyber Monday.

Google made it free for merchants to sell on Google last year. Now, promotions and deals uploaded in the Merchant Center will automatically serve up to those searching for products, regardless of whether businesses advertise on Google.

Deals will also begin to appear on the main Search results page in the coming months. “Offers are shown based on factors such as the discount itself, how popular a product is, how popular the site it’s listed on is and more,” Madrigal writes.

This change gives businesses greater opportunity to move inventory, drive sales, attract new customers and build brand loyalty.

Google also will pilot an integration with the YouTube shopping experience on livestreams. A handful of creators and brands will participate. It builds on the beta of an integrated shopping experience related to on-demand videos announced earlier this year.

The integrated shopping experience lets viewers tap into the knowledge of trusted creators to make informed purchases on YouTube. Those watching a supported livestream on YouTube can browse and shop products in real time, without interruption. Updates are planned for later this year.