Google is making shopping ads free in more countries following the rollout of free shopping ads in the US earlier this year.

Retailers will soon be able to run free listings in the Shopping tab across Europe, Asia, and Latin America.

The change is scheduled to take effect by mid-October.

Google Shopping listings are free in the United States as of this past April.

The decision to introduce free listings came about as a result of the financial crisis caused by the pandemic.

Many businesses cannot afford to pay for Google Shopping listings at this time, Google says:

“And as consumers increasingly shop online, they’re searching not just for essentials but also things like toys, apparel, and home goods.

While this presents an opportunity for struggling businesses to reconnect with consumers, many cannot afford to do so at scale.”

Free listings benefit more than just retailers, Google notes, as many more people have moved their shopping activity online.

Offering free shopping listings allows Google to get more products in front of people who need them.

“With hundreds of millions of shopping searches on Google each day, we know that many retailers have the items people need in stock and ready to ship, but are less discoverable online.”

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