Google has recently introduced a new filter on its shopping search results that allows users to view products offered by small businesses exclusively. This 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 small business filter, users will simply conduct a shopping-related search and look for the filter icon. Once they tap it, they will see products from only small businesses. Google has provided a screenshot of what the filter looks like for reference.

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 is beneficial as it helps 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.