Feature Overview
Google’s Merchant Panel now includes a carousel that displays delivery, return, and payment options for merchants directly in search results. This feature consolidates key shopping information, allowing users to view shipping details and return policies without navigating away from search results. Users can interact with the carousel to access payment options or links to retailer help pages, enhancing the shopping experience.
Mechanics of the Carousel
This carousel builds on previously available information regarding shipping and return policies, now presented in a more user-friendly format. Merchants can manage their settings through Google Search Console, which syncs with Merchant Center. This integration reduces reliance on complex product-page markup, streamlining the process for merchants and potentially increasing compliance among smaller retailers.
Implementation and Compliance
Merchants can configure delivery and return policies at various levels—account, product group, or individual products—using attributes like return_policy_label. The Search Console provides a no-code interface to add policies by country, with shipping policies receiving automatic approval and returns subject to manual review. This shift favors merchants who optimize their settings in the console over those relying solely on website data.
Impact on Merchants
The carousel promotes transparency and encourages users to compare options without leaving the search results page, potentially boosting click-through rates and conversions. Additionally, smaller retailers stand to benefit from this feature, as it allows them to compete with larger businesses even if they lack full Merchant Center setups. Eligibility signals such as fast shipping and favorable return policies may enhance their visibility and credibility.
Financial Implications
These changes will likely lead to increased traffic for compliant merchants, translating into higher revenue. However, the cost of maintaining updated delivery and return policies, combined with the time needed for manual reviews, could become burdensome for smaller retailers. Google benefits by keeping users within its ecosystem longer, driving ad revenue through increased engagement.
Future Predictions
Over the next 6 to 12 months, expect Google to refine the carousel experience further, potentially introducing more interactive features. Merchants who adapt quickly may gain a competitive edge, while those resistant to change could see declines in visibility and traffic as user expectations evolve.
