The Battle of Bing vs. Google Shopping: A 2024 Update


As ecommerce continues to dominate the retail landscape, the battle between search engine giants Google and Bing for supremacy in the online shopping space rages on. In this 2024 update, we’ll take a closer look at the latest developments in the ongoing competition between these two platforms and how they impact ecommerce businesses.

Google Shopping Goes All-Ads

In a significant move, Google Shopping has transitioned to an all-ads model, where product listings are now exclusively paid placements. This shift has raised concerns among ecommerce businesses about the potential impact on their visibility and sales on the platform.

Bing’s “Scroogled” Campaign

Bing has been vocal about its opposition to Google’s all-ads approach, launching a “Scroogled” campaign to highlight what they perceive as the lack of transparency and fairness in Google’s paid product listings. This campaign has garnered attention and sparked a debate about the ethics of paid placements in online shopping.

Comparing The “Honesty” Of Google & Bing

Both Google and Bing have defended their respective approaches to product listings, with each claiming to prioritize honesty and transparency. However, the question remains: can consumers distinguish between organic and paid search results on these platforms?

Can Consumers Tell What’s Paid For?

One of the key concerns for ecommerce businesses is whether consumers can differentiate between paid and organic product listings on Google and Bing. The potential for confusion could impact consumer trust and purchasing decisions.

Bing’s Lack Of Disclosure

While Google has made its transition to an all-ads model clear, Bing has faced criticism for its lack of disclosure regarding paid product placements. This has led to calls for greater transparency and consumer protection in the online shopping space.

Bing’s Pay-To-Play Program

Bing has implemented a pay-to-play program, where ecommerce businesses can boost their product visibility through paid placements. While this offers opportunities for increased exposure, it also raises questions about fairness and the potential for smaller businesses to compete on an equal footing.

Bing Responds

In response to the criticisms leveled against its pay-to-play program, Bing has defended the initiative as a means of providing ecommerce businesses with a level playing field for promoting their products. However, concerns about the impact on consumer trust and the integrity of search results persist.

Bing: Free Submissions Closed Temporarily

Bing has temporarily closed its free product submission option, further emphasizing the shift towards a paid model for product listings. This move has prompted discussions about the implications for ecommerce businesses who rely on organic search visibility.

Bing: Most Shopping Results Aren’t Paid

Despite the shift towards paid placements, Bing has emphasized that the majority of its shopping results are still organic. This assertion raises questions about the balance between paid and organic listings and the potential impact on consumer trust and choice.

The Payment As Ranking Factor Issue

One of the contentious issues in the battle between Bing and Google Shopping is the role of payment as a ranking factor for product listings. Ecommerce businesses are concerned about how their products are prioritized and displayed based on their advertising spend.

Payment Is A Factor; Doesn’t Control Ranking With Either

Both Google and Bing have clarified that while payment is a factor in product listing visibility, it does not directly control ranking. This distinction is important for ecommerce businesses seeking to understand how their advertising investments translate into search visibility and sales.

Why Isn’t The FTC Enforcing Its Consumer Guidelines?

The lack of clear guidelines and enforcement from the Federal Trade Commission (FTC) regarding paid product placements in online shopping has raised questions about consumer protection and the regulation of ecommerce advertising practices. Ecommerce businesses are calling for greater oversight to ensure fairness and transparency.

Google’s Change Is Disappointing

Many ecommerce businesses have expressed disappointment with Google’s transition to an all-ads model for product listings. The impact on organic search visibility and the potential for increased advertising costs have sparked concerns about the future of ecommerce marketing on the platform.

Lack Of Consumer Protection Is Disappointing

The overall lack of consumer protection and clear disclosure in paid product placements on both Google and Bing is disappointing for ecommerce businesses and consumers alike. Calls for greater transparency and accountability continue to shape the debate around online shopping platforms.


As the battle between Bing and Google Shopping unfolds, the implications for ecommerce businesses and consumers are significant. The shift towards paid product placements and the lack of clear guidelines and enforcement raise important questions about fairness, transparency, and consumer trust in the online shopping space. Ecommerce businesses must navigate these challenges and advocate for greater accountability as they seek to grow and succeed in the ever-evolving landscape of ecommerce marketing.