Google's latest experiment is 'Shoploop', a video shopping platform

Shoploop features video reviews of products displayed in a feed. It currently caters to makeup, skincare, hair and nail products.

Shoploop is accessible via the mobile web. (Google)

Google's latest experimental project is ‘Shoploop', a video shopping platform. The product has been developed by Google's workshop for experimental projects, Area 120.

Shoploop aims to bring three things one goes through while shopping into one platform. This includes discovering, evaluating and buying products. Video is the key feature here as users can watch reviews of products being used without having to leave the app. 

On Shoploop, videos are shorter than 90 seconds which features the reviewer describing the product and trying it on. Google said it is working with content creators, publishers and online store owners in the beauty industry for the review videos on Shoploop.

Shoploop currently caters to four categories including makeup, skincare, hair and nail. It has a feed on the homepage where videos autoplay but with the audio muted. Users can like the video, share and save them as well. The products displayed have the link to the website from where users can purchase it.

The length of the videos may not appeal to all consumers as some may prefer detailed reviews of products. There are a range of beauty and skincare reviewers on YouTube with dedicated followings. And consumers tend to check different reviews and opinions before purchasing a product. With time, Google will probably expand its catalogue of review videos.

Shoploop can currently be accessed only via the mobile browser. But the products listed are those available in the US. Since this is an experimental project, there's no confirmation on when