E-commerce startups in electronics, beauty and healthcare, apparel, books, home decor, and other verticals have another sales channel coming their way as Google today announced the launch of \u2018Shopping\u2019 tab. Through the new feature in Google Search, startups would be able to showcase products, listed on their websites, to millions of users using Google every day. Google\u2019s announcement comes amid Facebook-owned Instagram\u2019s expected foray into online shopping market by next year for users to discover products and buy from e-commerce websites. \u201cChannels like these are great for an online fashion store like us to sell items to the right audience since the majority of its users are teens. Also visually it is very rich and that\u2019s what a fashion brand needs,\u201d Sujayath Ali, cofounder and CEO at Sequoia Capital-backed online women fashion marketplace Voonik told FE Online. Also read|\u00a0Google\u2019s all-new shopping search features for Indian users \u2013 Here\u2019s all you need to know Facebook has also reportedly been looking at entering the e-commerce market even as it launched its classified feature called Marketplace for users to buy and sell products in November last year. Users can access the feature either via Google Shopping homepage, the Shopping tab on Google Search and in Google Lens - the image recognition mobile app by Google.