Click, watch, buy, Google’s suite transforms India’s festive shopping season
22 August 2025, Mumbai
Just ahead of India’s festive shopping season, Google has unveiled its Commerce Media Suite, a powerful new solution that could redefine how brands and retailers engage with digital consumers. Designed to bridge the gap between consumer discovery and purchase, the suite integrates Google’s vast ecosystem with leading e-commerce and quick commerce platforms like Myntra, Blinkit, Swiggy, and Zepto.
By harnessing artificial intelligence and first-party data, the Commerce Media Suite promises to help brands boost visibility, reduce customer acquisition costs, and gain granular insights into consumer behaviour, a crucial advantage in India’s hyper-competitive online retail landscape.
What exactly is Google’s Commerce Media Suite?
At its core, the Commerce Media Suite acts as a unified gateway for brands to connect with ‘high-intent shoppers’ these are consumers who are already in the market to buy. The suite builds on Google Ads infrastructure but introduces advanced capabilities that directly link consumer searches, YouTube engagement, or display interactions to real-time marketplace purchases.
Important features include:
AI-Driven optimization: Google’s machine learning tailors campaigns in real time, ensuring brands reach the right customers at the right moment.
Higher transparency: Instead of generic metrics, brands receive actionable insights into which ads drive meaningful results.
First-party data access: Partnering with marketplaces allows brands unprecedented access to rich consumer data, crucial in a privacy-first era.
Product-level measurement: For the first time, brands can measure impact at the SKU level, understanding exactly which product sold due to a specific campaign.
As Bhaskar Ramesh, Director of Omni-channel Businesses at Google India says, “The Commerce Media Suite opens fresh pathways for discovery across Google and YouTube. It enables stronger results across quick commerce and e-commerce, an edge brands need during peak demand seasons.”
Why fashion & apparel will be the biggest beneficiaries
Among all categories, fashion and apparel stand to gain the most. The sector thrives on visual storytelling, impulse discovery, and fast-moving trends all of which align seamlessly with Google’s new offering. In India, a shopper’s fashion journey is rarely linear: inspiration may spark from a YouTube haul video, followed by a Google Search for styling options, and end in a Myntra purchase. The Commerce Media Suite is designed to capture and unify this fragmented journey.
For fashion brands, this means. Higher ad relevance & conversion as by targeting high-intent shoppers, brands reduce wasted ad spend and boost ROI. It will also lead to clearer campaign impact as product-level data reveals whether a Google ad drove the sale of a specific dress, sneaker, or handbag.
Integrated marketing is another advantage as a unified brand presence across ‘Search, YouTube, and Display’ ensures consistency and drives a seamless funnel from discovery to purchase.
Proof of performance from early adopters
Although the suite was launched recently, early adopters across categories are already reporting compelling results.
Table: Early successes stories
|
Brand |
Platform |
Achievement |
Key Metric |
|
ITC Aashirvaad Select |
Blinkit |
Higher sales |
4x Return on Ad Spend |
|
RENÉE Cosmetics |
Blinkit |
Boosted sales, lower costs |
11.5% Sales Growth, 48% Lower Cost/Order |
The case of RENÉE Cosmetics offers valuable insights for fashion and beauty brands. Achieving double-digit sales growth while cutting acquisition costs nearly in half demonstrates the suite’s potential to scale efficiently without compromising profits.
A shift in digital retail strategy
India’s digital commerce market is evolving at breakneck speed, driven by Gen-Z consumers, influencer-led discovery, and the rise of quick commerce. Google’s Commerce Media Suite arrives at a time, offering brands the ability to align marketing investments directly with measurable sales outcomes. For fashion retailers, the suite represents more than a new advertising tool, it’s a platform to navigate a cluttered digital environment. By combining Google’s unmatched search and video dominance with India’s booming e-commerce marketplaces, the Commerce Media Suite is effectively rewriting the rulebook for online retail.
As brands gear up for the festive rush, the message is clear: the future of e-commerce belongs to those who can seamlessly connect discovery with purchase—and Google wants to be the bridge that makes it happen.
