Google Shopping

https://support.google.com/merchants/answer/14198594

In Chrome on desktop there is an icon in the address bar that opens a side panel that shows price history across the web, and with one click it shows other sites to buy on, which opens a Google search for the product showing all the other sites (your competitors) where the product can be purchased. With one click on the "Stores" button on that serp, it opens a table showing all the sites along with prices and estimated total cost including shipping.

I'm curious how you all feel about this new "feature."

Google seems to be wanting to help Chrome users find the best price. But to me it seems like a slap in the face to ecommerce sites. It could cause a race to the bottom on price and profit, not to mention being just two clicks to potentially losing a sale unless you happen to win the race to the bottom. It's kinda like Amazon's "buy box" where the cheapest seller gets the sale.

So in theory, you could be paying Google for an ad that gets the customer to your site, and then Google makes it too easy for that customer, that you just paid to get, to leave your site and perhaps buy elsewhere.

My Merchant Center price competitiveness report show 72% of our products are below the benchmark price. But still, this makes it too easy to lose a sale, perhaps from a customer I paid Google to get.

There is a link on the help page that is linked above where you can opt out of this so it doesn't appear while on your site.