I don't imagine retail outlets are going to be too pleased about this.

Today, Google announced some new Google Shopping features in conjunction with the holiday shopping push, including updated listings within Google Lens searches that show comparative prices for items that you search in-store.
Now, you can just click a picture of an object, and Google will give you comparative prices available at nearby stores, similar items, availability notes etc.

According to Google, 

"This new update is made possible by major advancements in our AI image recognition technology". It is fueled by the Shopping Graph's 45 billion+ product listings, in-stock inventory from a variety of retailers, and our Gemini models to give you an entirely new way to shop in store. In fact, 72% of Americans say they use their smartphone while shopping in-store, and more than half say they've left a store empty-handed because they didn't feel confident enough to buy. It can end up giving the shopper the information and assurance they need to make up their mind on the spot.

So Google is framing this as a benefit for stores in that they will be driving more purchase activity, but it will also make it much, much easier for consumers to find cheaper deals in other places, and they can also buy them on the day.

For instance, you can already do this through online shopping either way, but this brings the same capacity for price comparison ability into in-store purchases, which could be a big benefit to shoppers.

And with Google Lens now making the handling of 20 billion visual searches every month, a lot of people are going to take advantage of this comparison and discovery option.

Relatedly, Google is also making it easier to find what you're shopping for within Google Maps, so you can locate in-stock items nearby.
 Just search for an item, like a festive sweater, to discover stores nearby that carry it and browse relevant inventory. You can search for products including home goods, electronics, clothing and more, as well as items from grocery stores or retailers.
So if you can't wait for delivery, or just want to get out of the house, you'll now be able to browse items that are available in stores near you, further streamlining the in-store shopping experience.

Then, Google will be introducing more forms of payment through Google Pay and has allowed its users to pay with Afterpay and Klarna, among other options besides Google's own payment partners. Furthermore, Google is incorporating Discover into its virtual card options as one other way to make secure payments with Google Pay.

These are some useful features, that acknowledge the role of IRL shopping, and the fact that consumers have the urge to buy offline. Which is still a major attraction, at the same time that the online options got better.

In this regard, Google seeks to promote the in-store sales, alongside the possibility of a good online shopping experience.