Google has introduced a new shopping option in the Play Store that allows users in select regions to purchase hardware directly through the app. The new “Shop devices” option provides access to smartphones and smartwatches without requiring users to visit the separate Google Store.
The change expands the Play Store’s role beyond apps, games and digital content by making physical devices easier to discover through Google’s existing platform. Depending on regional availability, shoppers may be able to browse eligible hardware, including Google Pixel smartphones and Samsung devices.
The new option appears in the Play Store account menu, where users can select “Shop devices” to explore available products. The move could make it more convenient for customers who already use Google’s services to find compatible devices and compare hardware options.
Previously, customers looking to purchase Google hardware generally had to visit the dedicated Google Store or another authorized retailer. By bringing device shopping into the Play Store, Google is creating another route for users to discover products within its broader digital ecosystem.
The development could be particularly useful for people interested in Pixel smartphones, which are closely integrated with Google’s Android software and services. Smartwatches and other compatible hardware may also benefit from increased visibility through the new shopping option.
Samsung devices are another notable part of the reported development. Samsung is one of the largest manufacturers in the Android ecosystem, offering smartphones and wearables across several price categories. The availability of its products through the Play Store could give shoppers another way to discover devices alongside Google’s own hardware.
However, the appearance of the “Shop devices” option does not necessarily mean every product is available in every country. Hardware sales, product selections, delivery options and payment methods can vary by region.
For customers, the convenience of purchasing hardware through the Play Store will depend on the options offered in their market. Buyers should check product availability, final prices, shipping arrangements, warranty coverage and return policies before placing an order.
The move also highlights Google’s broader effort to connect its software services with its hardware business. The Play Store already serves as a central destination for Android users downloading applications and managing digital purchases. Adding physical device shopping could help connect those users with products designed to work within the Android ecosystem.
A more integrated shopping experience may also make it easier for customers to discover new devices without switching between different websites or services. At the same time, the separate Google Store may continue to serve as an important destination for hardware purchases and product information.
The change is significant for Android users because it introduces another way to explore smartphones and smartwatches through a familiar interface. Whether it becomes a major hardware sales channel will depend on its regional rollout, product range and overall shopping experience.
For now, customers should treat the new “Shop devices” menu as a region-dependent feature rather than assuming that direct hardware purchases are available worldwide. Further information about supported countries and participating products will help clarify the scope of Google’s expansion into in-app hardware shopping.