Google’s New AI Shopping Tools, Virtual Try-On Clothes, Agentic Checkout and Price Tracking

Google just changed the game for online retailers. At its recent I/O event, the tech giant unveiled a suite of AI-powered shopping tools that fundamentally reshape how consumers discover, evaluate, and purchase products online.

The retail industry now faces a new reality where AI doesn't just assist shoppers but actively works on their behalf. These new shopping tools are a significant evolution in digital commerce that retailers must understand to remain competitive.

Google's Lilian Rincon, Vice President of Consumer Shopping Product, said in a press conference:

"These features represent just the beginning of AI-driven shopping experiences. Google plans to expand virtual try-on beyond apparel to other product categories. Advertisers can learn how they can participate in the coming months."

Virtual Try-On Reaches New Heights

Perhaps the most visually impressive update is Google's enhanced virtual try-on technology, rolling out first in the United States. US shoppers can now upload their own full-length photos to see how clothing items would look on them personally.

This isn't simple image overlay. The virtual try-on technology uses a custom image generation model that understands how different materials fold, stretch, and drape on various body types.

The impact on engagement is significant. According to Google's data, shoppers spend substantially more time with virtual try-on images compared to standard product photos, with these interactive images receiving 60% more high-quality views.

Price Tracking Becomes Truly Autonomous

Price comparison has always been central to online shopping. Google's new approach transforms this from a manual task to an automated service.

The new agentic checkout feature allows shoppers to set their desired price, size, and color preferences with a simple "track price" option. When items match these specifications, Google notifies the shopper and can even complete the purchase automatically through Google Pay.

For retailers, this means price competitiveness becomes even more critical. Consumers can now effectively automate their bargain hunting, creating a new dynamic in retail pricing strategy.

Agentic Shopping: “Buy for Me” with AI

Google’s new agentic shopping feature lets users set a price for a product and have an AI agent track it across listings. When the item drops to the desired price, the AI can place the order for you using Google Pay. This is perfect for big sale events and ensures you never miss a deal again.

Google’s express checkout feature, now available on Google and YouTube apps, lets shoppers jump directly to a Shopify brand’s checkout page.

Google Pay now displays your credit card’s perks—like cashback or travel rewards—right at checkout. This means faster, more secure checkouts without the hassle of typing in card numbers every time.

AI-Powered Search Gets Smarter

A transformative update comes from how Google handles complex shopping search queries. Traditional search can't effectively interpret nuanced shopping needs that combine multiple requirements.

Google's solution? A new "query fan-out" technology that simultaneously runs several searches to understand complex shopping requirements.

When a shopper searches for something like a bag suitable for rainy weather and long journeys, the system independently evaluates waterproof qualities and functional design before suggesting appropriate options with accessible pockets and weather protection.

This query fan-out technology represents a fundamental shift in how consumers discover products, moving from keyword matching to genuine understanding of shopping intent.

Google's Shopping Graph Powered by Gemini

Powering these features is Google's Shopping Graph, which now contains more than 50 billion product listings from retailers worldwide. More impressively, over 2 billion listings are refreshed hourly to ensure accuracy of prices, reviews, and availability.

This massive product database creates unprecedented opportunities for retailers who can keep their product information current and comprehensive in Google's Merchant Center.

Sundar Pichai, CEO, Google and Alphabet said in a keynote:

“More intelligence is available, for everyone, everywhere. And the world is responding, adopting AI faster than ever before… What all this progress means is that we’re in a new phase of the AI platform shift. Where decades of research are now becoming reality for people, businesses and communities all over the world.”

Strategies for Online Retailers & Ecommerce

To maximize benefit from Google's new AI shopping features, particularly for apparel, and later will roll out on other product categories, retailers should:

1. Prioritize data freshness in Google Merchant Center, ensuring prices, inventory, and product details remain current.

2. Invest in high-quality product photography that works effectively with virtual try-on technology.

3. Reconsider pricing strategies knowing consumers can now automate purchase decisions based on price thresholds and notify shoppers when prices drop.

4. Optimize product descriptions to align with the more nuanced understanding of Google's AI search capabilities.

The Future of AI Shopping

These AI-shopping tools represent technological advancement and a fundamental shift in how customers shop on Google. Retailers who adapt quickly stand to gain significant competitive advantage in this AI-transformed shopping environment.

For retailers, participation opportunities will grow throughout the coming year, with Google providing more specific guidance on how merchants can fully leverage these AI capabilities.