Your Gmail Inbox: The Next Shopping Mall? Google’s Latest Experiment Explained
Just when you thought your inbox was sacred ground, free from the shopping chaos of the internet, Google has decided to stir the pot. Again.
If you’ve recently ventured into Gmail’s Promotions tab and felt like it suddenly resembled a mini shopping mall, you’re not wrong. Google is currently testing a new ad format that turns Gmail’s Promotions tab into a shoppable feed. Yep, you read that right, shoppable. Products. In. Your. Inbox.
So, What’s the Deal?
This latest experiment lets users browse and buy products directly from Gmail’s Promotions tab without ever clicking through to a website. It’s like Google said: “What if your inbox was a marketplace... but make it low-key?” (Campaign Asia)
These are Demand Gen-style e-commerce ads, designed to blend in while subtly guiding you from reading email to making a cheeky impulse purchase (Search Engine Land). Think of it as window shopping, but the window is your inbox, and the shopping cart has your Google Pay info already loaded.
Why Is Google Doing This?
Well, in classic Google fashion, it’s all about ad revenue and audience reach. With Gmail boasting over 1.8 billion users globally (Campaign Asia), this is prime digital real estate. And while Gmail has typically kept its ad formats conservative, this shift is a signal that Google wants to maximise monetisation without launching another platform (360 OM).
More specifically, it ties into Google’s broader push toward “demand generation” advertising, where discovery and purchase happen in the same flow, less friction, more conversions, more data for Google (BestMediaInfo).
In other words, Google is turning Gmail into a passive shopping environment. You're no longer just checking your Amazon confirmation, you’re accidentally buying a scented candle and a set of resistance bands on the side.
The Problem? Not Everyone’s a Fan
Not surprisingly, privacy advocates and the “I-just-want-to-read-my-emails-in-peace” crowd are not thrilled.
Critics argue this move further erodes the boundary between content and commerce. Gmail’s Promotions tab was already full of marketing fluff, now it risks becoming a fully-fledged digital catalogue (TechRadar).
More worryingly, some fear this sets a precedent for more aggressive ad targeting inside what used to be considered a private, functional tool (ShopiFreaks). Imagine getting retargeted mid-email scroll, no thanks.
And let’s not forget the user backlash. Remember when YouTube added mid-roll ads and everyone lost it? This feels a bit like that, but sneakier.
Is This a Good Thing for Marketers?
Short answer? Yes, with a massive asterisk.
From a performance marketing lens, this could unlock a goldmine of engaged users in a previously underutilised space. You’re not competing with 30 TikToks or a never-ending Instagram scroll here, just Karen’s 10% off emails.
But brands will need to tread carefully. Shoving ads in inboxes can feel invasive. Execution and audience targeting will make or break this format, and bad creative will stick out like a sore thumb in an otherwise clean(ish) email space.
Navigating these new ad formats requires more than just testing buttons, it needs strategic finesse. At Dadek Digital, we help brands capitalise on emerging channels (like Gmail shopping ads) without compromising on brand integrity or user trust. Let’s turn innovation into impact, without spamming Karen.