What is Google's "See What's in Store" (SWIS)?

SWIS displays your in-store products on your Google Business Profile. Your Business Profile already shows useful store information like opening hours and contact details, so SWIS gives shoppers another way to find your products/store.

See an example of SWIS below, on desktop and mobile:


When a shopper clicks on a product on the Business Profile, they're taken to an automatically created page where they can see more product info or get directions on Google Maps to come to your store to buy the product. Products on SWIS also have stock status labels: 'in stock' and 'limited stock' to help shoppers make a purchasing decision.

Where can SWIS surface? 

Shoppers can see SWIS on the Business Profile on Search and Maps. 

How do I set up SWIS?

A note: retailers using SWIS can opt out of showing prices by contacting support@pointy.com. Pointy recommends showing prices.

For instructions setting up SWIS, please see the following links:

If you're not a Pointy retailer and you're interested in using See What's in Store for your store, sign up at Pointy.com.

Who’s eligible

Important: To check if you’re eligible for Pointy, go to Pointy.com. Pointy is generally available for:

  • Businesses in the US, CA, UK, IE, AU.
  • Retailers with physical stores who use wired barcode scanners or compatible point of sale systems and sell products  with manufacturer (UPC/EAN) barcodes. To check technical requirements, contact the Pointy team.

Tip: Some Pointy functionality may only be available in certain countries.


 *In countries where the CSS program is available, Shopping ads can be used with any Comparison Shopping Service (CSS) you work with. The ads will show on general search results pages and on any other surfaces the CSS has opted in to. CSS Program countries can be found in this help center article

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