• Semantic Understanding: Google's proprietary query understanding and semantic search, built on the same technology stack as Google web search.
• Personalization: Re-ranks results in real-time based on session behavior (clicks, add-to-carts) using Google's recommendation algorithms.
• Image Search: Built-in visual search capabilities allowing users to upload images to find products.
• Browse / Category Navigation: Optimizes category pages dynamically to maximize conversion or revenue.
• Strong LLM Features: Conversational Commerce agent enables natural language shopping dialogues. Conversational Filtering uses LLMs to create a guided selling experience on search result pages.

Google is the heavyweight in the web search field. Now, Google is also pushing into the market with a product for e-commerce search. Since many projects already use Google Cloud products in one way or another, Google can position its product through already existing business relations. Google has strong arguments regarding search expertise, existing models and data. However, it remains largely a black box. Merchants have less granular control over business logic like the ranking etc. compared to more configurable solutions like Bloomreach, Constructor or Algolia.