Google has recently rolled out a new filter on its shopping search results that allows users to view products exclusively offered by small businesses. This feature was made possible by businesses marking themselves as small enterprises in their Google Business Profile or Merchant Center account, which was introduced earlier this month. To use the filter, users simply need to conduct a shopping-related search and tap on the small business filter that will appear.

In a statement, Google emphasized the importance of supporting small businesses, stating that 84% of people consider it important. The company aims to make it easier for U.S. shoppers to discover and purchase from small businesses through this new filter. For small businesses, adding the small business attribute to their profile can help them stand out to users who want to support local businesses through their purchases. This could potentially lead to increased visibility and sales for these businesses over larger retailers.