'Convenience' is supposed to be your edge. But if customers can’t see your store online, can’t check what’s in stock, or can’t order it quickly, you’re inconvenient.

92% of trade sales still happen in-store, according to research from National Buying Group (NBG) and Insider Trends, but nearly every customer journey now starts somewhere else.

It’s easy to assume that having products on your website or a Google Shopping feed running means you’re already visible to local shoppers searching online. But in reality, there are two very different ways products can appear on Google, and they serve very different purposes.