3 easy ways to shop for spring with Google

Source: Google Date: 2026-04-23 URL: https://blog.google/products-and-platforms/products/search/spring-fashion-shopping-tips/

Summary

Google highlighted three shopping features for spring 2026: Circle to Search for discovering outfits from images without leaving an app, AI Mode in Search for comparing products and reading reviews, and virtual try-on technology that lets users upload a photo to see how clothing items would look on them before purchasing.

Implications

The three features span different maturity levels. Circle to Search is already shipped and in broad use on Android. Virtual try-on is Google’s multimodal commerce play — it requires the kind of image understanding that Gemini’s vision capabilities enable, and it’s a direct challenge to the try-before-you-buy features that Amazon and ASOS have been building. AI Mode in Search for product comparison is the most commercially significant: it’s Google’s attempt to claw back purchase-intent queries that have been migrating toward Amazon search.

Consumer AI rollout and enterprise positioning thread: These features are consumer-facing, but they’re also the demonstration layer for Google’s multimodal AI capabilities at commercial scale. Virtual try-on at consumer scale is a proof-of-concept for visual AI capabilities that Google will eventually pitch to enterprise retail customers as infrastructure.

Watch:

• Virtual try-on adoption metrics — fashion retailer partnerships determine reach
• Whether AI Mode in Search for shopping reduces click-through to retailer sites (publisher revenue impact) or increases conversion (retailer revenue impact) — this is the contested question for Google’s advertiser relationships
• Amazon’s visual search and try-on feature response, which has been building in parallel