Google has introduced several new functions to its Product Search feature in order to make it easier for shoppers to find what they want this Christmas.

Sameer Samat, director of product management, wrote on the organisation's official blog "the line between online and offline shopping is starting to blur" and pointed out that nearly half of in-store purchases are made following research done via the internet.

The services Google has added are intended to further narrow the gap between the two forms of commerce, he said.

Borrowing an idea from traditional shops, the service now has a virtual aisle system that allows users to sort results into relevant sub-categories, as well as viewing the most popular products for a certain search topic.

US customers will also be able to see any stores in their areas that have items in stock, with the facility currently available for over 70 brands.

Other new features that may make shopping through the site more user-friendly and have been introduced recently include Product Listing Ads for its pay per click services, which offer searchers images of products as well as text results.

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