Google is adapting its existing Google Base database to create a platform for retailers to list shop details and other information about their products. The service is already available in the US and is now being launched in Europe. Primarily aimed at businesses without an existing online presence, or those trying to reach a wider audience, Google anticipates that the site will have a dramatic impact on the retailers who take advantage of it.

To submit an item to the service, businesses select an item type from an existing list or create a new category, and then enter information about the item which may be supplemented with photos, pricing information and contact details. When published, a unique URL is created and the entry appears on a publicly available web page. Items can be edited after publication, and entries may also appear on other Google sites, including Froogle and Google Local.