In an effort to support small businesses, Google has introduced a new filter on its shopping search results. This filter allows users to view products offered by small businesses exclusively. The feature was made possible by businesses marking themselves as small enterprises in their Google Business Profile or Merchant Center account, which was rolled out earlier this month.

To use the filter, users will see it when conducting shopping-related searches and can tap it to view products from small businesses only. Google provided a screenshot of what the filter looks like.

Google emphasized the importance of supporting small businesses in a statement, 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 may be beneficial as it will help them stand out to users who want to support small businesses through their purchases. By doing so, they may have a better chance of being discovered by users over larger retailers.