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Google Store

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Google's official retail channel for Pixel, Nest, Fitbit, Chromecast, and other Google hardware and accessories.

Last updated August 31, 2026

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Oct 29, 2026
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Overview

Google Store is the official retail brand and sales platform for hardware made by Google or developed in collaboration with Google. It launched on March 11, 2015, when Google moved its hardware business out of the Devices section of Google Play and created a dedicated storefront. The service primarily operates online, offering Google-branded consumer electronics and related accessories, while also supporting selected physical retail formats and company-operated stores. The store's product range has centered on Google's Pixel smartphones, Pixel computers and tablets, Nest smart-home products, Chromecast streaming devices, Fitbit wearables, and accessories such as earbuds, cases, chargers, keyboards, and other device-specific equipment. Over time, the store has also carried products associated with discontinued or repositioned Google initiatives, including Nexus hardware, Daydream virtual-reality products, Google Cardboard, and Stadia-related devices. Its assortment therefore reflects Google's changing hardware strategy rather than a permanently fixed catalog. Google Store is positioned as a premium consumer-electronics retailer with a focus on integrated hardware, software, artificial intelligence, cloud services, and subscription ecosystems. Product pages and retail environments commonly present devices as parts of a connected Google experience: Pixel phones work with Google services and accessories; Nest products connect across the smart-home portfolio; Fitbit devices are linked to health and fitness services; and products such as Chromecast extend Google entertainment and streaming capabilities. The store also sells service-related offerings and, in some physical locations, provides demonstrations and support-oriented experiences. Although the online storefront remains the brand's principal distribution channel, Google has repeatedly experimented with physical retail. In 2015 it established a store-within-a-store in a Currys location on Tottenham Court Road in London. In 2016 it opened a temporary Made by Google showroom in New York City's SoHo district and began placing Google Shops inside selected Best Buy stores in Canada. These formats allowed customers to handle products and helped Google present its hardware portfolio in a more controlled environment. Google later developed permanent stores in the United States. The first, in the Chelsea neighborhood of New York City, opened in June 2021. A Williamsburg, Brooklyn location followed in June 2022. Google opened another store at the Google Visitor Experience beside the Googleplex in Mountain View in October 2023, giving the company its first permanent Google Store on the United States West Coast. Additional locations opened on Newbury Street in Boston, at Oakbrook Center near Chicago, in Santa Monica, and in Austin's Domain Northside area during 2024 and 2025. The Google Store serves both as a transaction channel and as a brand-experience platform. Its retail presentation promotes Google's hardware identity, demonstrates product interoperability, and gives the company a direct relationship with customers beyond third-party retailers and wireless carriers. The brand has also received recognition for its digital retail experience, including a 2016 Webby Award in the Consumer Electronics category. Google Store remains active, with its assortment changing as Google launches new Pixel, Nest, Fitbit, and accessory generations and retires older product programs.

History

Google Store was created as Google's dedicated hardware retail operation on March 11, 2015. Before its creation, Google hardware was sold through the Devices section of Google Play. Establishing a separate storefront reflected Google's growing interest in selling physical products directly and in presenting hardware as a unified portfolio rather than as isolated accessories to its software services. The initial online store offered Google's then-current hardware lines and later expanded as the company developed the Pixel, Nest, Chromecast, Fitbit, and Pixelbook families. It also carried products from initiatives that were subsequently discontinued, including Nexus devices, Daydream virtual-reality hardware, Google Cardboard, and Stadia-related products. The catalog has therefore changed with Google's product strategy, with older programs leaving the store as newer hardware categories and generations were introduced. Google also tested physical retail formats. In March 2015, it created a store-within-a-store at a Currys branch on Tottenham Court Road in London. That location subsequently closed. In October 2016, Google opened a temporary Made by Google showroom in New York's SoHo neighborhood. The showroom presented products announced during Google's hardware push at the time, including Pixel smartphones, Google Home speakers, and the Daydream View headset. In November 2016, Google introduced Google Shops inside selected Best Buy locations in Canada. These installations gave customers an opportunity to see and use Google's hardware in a branded environment. The design used modular furniture, light wood, gray fabric, and bright color accents. Google described the concept as combining direct product demonstrations with more exploratory and hands-on experiences, and some locations could feature content tailored to their city. The company moved from temporary and partner-operated formats to permanent stores with the opening of Google Store Chelsea in New York City on June 17, 2021. The store was located near Google's New York offices at Chelsea Market and displayed hardware such as Pixel, Nest, Chromecast, Fitbit, and Pixelbook products. It also presented selected services and exclusive merchandise. A second permanent location opened in Williamsburg, Brooklyn, on June 16, 2022, following an announcement at Google I/O. In September 2023, Google announced a third permanent store at the Google Visitor Experience next to the Googleplex in Mountain View, California. It opened on October 12, 2023, and represented Google's first permanent Google Store on the West Coast. Further expansion followed with a Boston store on Newbury Street in 2024 and an Oakbrook Center store in the Chicago metropolitan area on November 1, 2024. Additional stores opened in Santa Monica and Austin in 2025. The Google Store consequently operates through several connected channels: a principal online storefront, selected third-party retail partnerships, temporary showrooms, and a growing network of company-operated locations. Its role extends beyond sales. By allowing customers to try products, compare devices, and see how Google's hardware works with its software and services, the store functions as a physical and digital expression of Google's consumer hardware strategy. The brand received a 2016 Webby Award in the Consumer Electronics category for its online experience.

  • 2025

    Santa Monica and Austin locations added

    [1]

    Google Store expanded further with locations in Santa Monica and Austin.

  • 2024

    Boston and Oakbrook locations added

    [1]

    Google expanded its permanent retail footprint with a Boston location and an Oakbrook Center location in Illinois.

  • 2023

    Mountain View store opens

    [1]

    The Google Visitor Experience store opened beside the Googleplex on October 12, 2023.

  • 2022

    Williamsburg store opens

    [1]

    Google opened its second permanent store in Williamsburg, Brooklyn, on June 16, 2022.

  • 2021

    First permanent Google Store opens

    [1]

    Google Store Chelsea opened in New York City on June 17, 2021.

  • 2016

    Made by Google New York showroom

    [1]

    A temporary SoHo showroom showcased Google's newly announced hardware, including Pixel, Google Home, and Daydream View.

  • 2016

    Google Shops enter Canadian Best Buy stores

    [1]

    Google established branded store-within-a-store locations at selected Best Buy branches in Canada.

  • 2016

    Webby Award recognition

    [1]

    Google Store received a Webby Award in the Consumer Electronics category.

  • 2015

    Google Store launches

    [1]

    Google introduced a dedicated online hardware store on March 11, 2015, replacing the Devices section of Google Play.

  • 2015

    First London store-within-a-store

    [1]

    Google opened a retail installation inside a Currys branch on Tottenham Court Road in London.

Products and positioning

Premium consumer-electronics retail centered on an integrated Google hardware, software, artificial-intelligence, and services ecosystem.

  • Smartphones

    Pixel smartphones

    Pixel smartphones are among Google Store's principal flagship products. They combine Google's Android software, camera systems, artificial-intelligence features, and Google service ecosystem in Google-branded phones. The store carries current Pixel generations and related accessories when available, while older generations leave the catalog as the product line evolves.

  • Smart-home devices

    Google Nest

    Google Nest is the store's smart-home product family, covering connected devices such as speakers, displays, cameras, thermostats, and related home accessories. Nest products are presented as an interoperable household ecosystem managed through Google's software and services.

  • Wearables

    Fitbit

    Fitbit devices, including activity trackers and smartwatches, became part of the Google Store assortment following Google's acquisition of Fitbit. They extend Google's consumer hardware range into health, fitness, activity, and wearable computing.

  • Streaming devices

    Chromecast

    Chromecast products are compact streaming devices designed to connect televisions and other displays with Google's entertainment and casting ecosystem. They have been a recurring Google Store category alongside other home and media products.

  • Audio and accessories

    Pixel Buds and accessories

    The store sells Google-branded earbuds and a broad accessory range, including phone cases, chargers, keyboards, and other equipment matched to Pixel and Nest products. These items support the wider Google hardware ecosystem and provide replacement or complementary products for existing customers.

  • Discontinued hardware

    Former Google hardware programs

    Google Store previously carried products associated with Nexus, Daydream, Google Cardboard, Google Stadia, and Pixelbook. These products illustrate earlier Google hardware initiatives that were later discontinued, retired, or absorbed into different product strategies.

Controversies

  • 2021

    EU authorities demand changes to Google search services

    The European Commission and EU consumer authorities said Google must adjust Google Flights and Google Hotels within two months and explain how search results are ranked, or face possible sanctions. They also asked Google to amend Google Store standard terms.

    Source

Read more

Marketing campaigns

  • 2021Google Store Chelsea launch

    United States

    The Chelsea store introduced Google's first permanent company-operated retail environment, displaying hardware, accessories, selected services, and exclusive merchandise.

    Outcome. Established a permanent Google Store format in New York City.

    Source
  • 2016Made by Google New York showroom

    United States

    Google used a temporary SoHo showroom to let visitors experience newly announced Pixel, Google Home, and Daydream View hardware in a dedicated branded environment.

    Outcome. Temporary showroom; subsequently closed.

    Source
  • 2016Google Shops at Best Buy

    Canada

    Google created branded retail spaces inside selected Best Buy stores, combining product demonstrations with hands-on exploration and locally adaptable digital content.

    Outcome. Expanded Google's physical retail presence through a partner channel.

    Source

Brand decisions

  • 2021

    Establish permanent company-operated storesStrategy

    Background

    Google's expanding Pixel, Nest, Fitbit, and accessory portfolio created a need for dedicated environments where customers could try products and understand their connections.

    Action taken

    Google opened Google Store Chelsea in New York City and subsequently expanded to additional permanent locations.

    Aftermath

    The company developed a growing physical retail network alongside its online store and third-party retail partnerships.

    Source

  • 2016

    Test partner-based physical retailStrategy

    Background

    Google sought to give customers hands-on access to its hardware while limiting the infrastructure required for a fully company-operated retail network.

    Action taken

    Google introduced a London Currys store-within-a-store, a temporary New York showroom, and Google Shops inside selected Canadian Best Buy stores.

    Aftermath

    These experiments preceded Google's later investment in permanent Google Store locations.

    Source

  • 2015

    Separate hardware retail from Google PlayStrategy

    Background

    Google's growing hardware portfolio required a retail destination distinct from its digital software and media marketplace.

    Action taken

    Google launched Google Store and moved hardware retail out of Google Play's Devices section.

    Aftermath

    The Google Store became Google's primary direct online channel for its consumer hardware portfolio.

    Source

Recent events

  • Reported

    Google unveils Pixel 11 lineup with Gemini Intelligence and Tensor G6[4]

    Google unveiled its Pixel 11 smartphone lineup at its Made by Google event in New York, introducing the Pixel 11, Pixel 11 Pro, Pixel 11 Pro XL and Pixel 11 Pro Fold built around an expanded autonomous version of its Gemini AI assistant called Gemini Intelligence and the new in-house Tensor G6 chip. Preorders opened August 12 through the Google Store, Amazon and Best Buy, with retail availability beginning August 20.

  • Reported

    Google Store adds a Pixel 6 Pro waitlist[5]

    Google Store added an option for customers to join a waitlist for the Pixel 6 Pro amid high demand and long delivery times or stockouts.

  • Reported

    EU authorities demand changes to Google search services[3]

    The European Commission and EU consumer authorities said Google must adjust Google Flights and Google Hotels within two months and explain how search results are ranked, or face possible sanctions. They also asked Google to amend Google Store standard terms.

  • Reported

    Google announces plan to open New York store[6]

    Google announced plans to open a Google Store in New York sometime during the summer. The planned store will offer Google products and customer assistance, and customers will be able to pick up online orders there.

  • Unconfirmed

    Google stops selling Cardboard in Google Store[7]

    Google stopped selling Google Cardboard in the Google Store and said it would continue supporting the community through the Cardboard open-source project.

  • Unconfirmed

    Reported

    Google removes Pixel 3 and Pixel 3 XL from sale[8]

    Google removed the Pixel 3 and Pixel 3 XL from the Google Store; a company spokesperson confirmed that stocks were sold out and the phones would not be sold again.

  • Unconfirmed

    Reported

    Google ends sales of Pixel 3 and Pixel 3 XL[9]

    Google confirmed that the Pixel 3 and Pixel 3 XL were no longer available for purchase through the Google Store after the company sold through its inventory and sales had completed.

  • Reported

    Google discontinues Pixel 3 and Pixel 3 XL sales[10]

    Google confirmed that the Pixel 3 and Pixel 3 XL were no longer available for purchase through the Google Store after the company sold through its inventory; other retailers might still have stock.

  • Reported

    Google Store offers a limited-time Pixel 3a discount in Taiwan[11]

    Google's official online store offered a limited-time NT$2,500 discount on the Pixel 3a in Taiwan, reducing its price from NT$14,500 to NT$12,000. The offer ran from April 1 through April 8, 2020; Pixel 3a XL was excluded.

Read more

Sources16 sources

  1. 1Google Storeen.wikipedia.org
  2. 2Official Google Storestore.google.com
  3. 3EU authorities demand changes to Google search servicesfinance.sina.com.cn
  4. 4谷歌发布搭载Gemini Intelligence和Tensor G6的Pixel 11系列ibtimes.com.au
  5. 5Google Store为Pixel 6 Pro增设候补名单econotimes.com
  6. 6Google 宣布计划在纽约开设门店wkbw.com
  7. 7谷歌停止在 Google Store 销售 Cardboardchinaz.com
  8. 8谷歌停售Pixel 3和Pixel 3 XLfinance.sina.com.cn
  9. 9Google 停止销售 Pixel 3 和 Pixel 3 XLbusiness-standard.com
  10. 10Google 停止销售 Pixel 3 和 Pixel 3 XLtelecom.economictimes.indiatimes.com
  11. 11Google Store 在台湾限时调降 Pixel 3a 售价chinatimes.com
  12. 12Google debuts new Pixel 4 smartphone in AI-forward launch eventcbsnews.com
  13. 13Google unveils cheaper Pixel smartphone, teases 5Gtechnology.inquirer.net
  14. 14Google unveils latest cheaper Pixel phone, rolls out new TV servicebusiness-standard.com
  15. 15Google Unveils Pixel 11 With Gemini AI at Its Corehngn.com
  16. 16Google unveils the new Pixel 4 smartphonewtkr.com

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