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It was on the last day of May this year that Google announced a new initiative that enabled shoppers to improve their shopping experience.

Google's pay-for-play shopping is in full swing since October 17. The company recently, during its earnings call, shared its thoughts on this feature and outlined its plan for its future.

Merchants including retailers that have been using Google Shopping to promote their products and services will be happy to learn that Google has improved this tool for better positioning, which in turn will help them witness increased web traffic to their websites.

With the Holiday Season just around the corner, online shoppers could be ready with their credit cards in one hand and their computer mouse on the other.

There is no doubt that shoppers today are far smarter than they were five years back. Today's shoppers use the internet search, social recommendation, and apps on smartphones to make well informed purchases.