In 2017, Google was found guilty of abusing its dominant position because the search engine gave an unfair advantage to its own service, thereby boosting the performance of Google Shopping over competitors. As a result, Google opened up competition to Comparison Shopping Services (CSS) so that this shopping channel could become more fair and competitive.

Thus, a CSS is a site that collects product offers from online merchants and directs buyers directly to the relevant merchant websites. This allows a CSS to display Google Shopping ads in Google search results, just like Google Shopping itself. By choosing a CSS partner, you will be able to reach millions of customers on Google Shopping through reduced cost-per-click (CPC) Shopping ads. This offer is only applicable to merchants promoting their products in one of the countries in the European Economic Area (EEA), Switzerland, or the United Kingdom.