The introduction of Google’s new ‘Shopping’ platform will dramatically cut marketing budgets and ultimately make it easier for consumers to make the right choice, say industry experts.

Google Shopping is on online tool which displays products and their prices at the top of the screen, allowing consumers to see a range of prices and providers.

One food exporter was able to reduce their marketing spend by 45 per cent.

“What used to be a manual process of opening each site and checking for the correct product and lowest price will now take a fraction of the time,” said Richard Conway, managing director of Pure SEO.  “Most consumers don’t search past the first page of search engines but this ‘prime real estate’ is often dominated by those businesses with the largest marketing budget – not necessarily the lowest prices.”

Research into shopping habits found that more than half of shoppers compared products and pricing online before purchasing. The same research also found that 39 per cent of shoppers used search engines to do these comparisons.