Bing’s Ethical Shopping hub expands to U.S., Canada

By Danny Goodwin

Published: April 22, 2022 at 3:04 pm

Microsoft Bing’s Ethical Shopping hub is now available in the U.S. and Canada. It launched in December, but only in the UK.

In addition, the hub has a new design and the experience can be triggered when people search for relevant queries in English.

What is the Ethical Shopping hub? It allows people to search for fashion products in categories such as eco-friendly, fairtrade, recycled, vegan and more. Every brand included in the experience receives a rating (powered by Good on You) based on three sustainability areas: people, planet and animals.

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New design. Microsoft Bing is giving searchers more visibility into sustainability. Now, when you hover over the Ethical Choice label on a product listing you will see the overall brand rating (e.g., It’s a Start, Good, Great) and which criteria it is rated well on (e.g., Eco-Friendly, Organic, Vegan). Here’s an example screenshot from the hub:

So, if it’s important for a shopper that a brand is rated as Eco-Friendly, this notation could help lead to a sale.

Integrated into Microsoft Bing search. It’s more than a hub now. Microsoft said in their blog post they have also expanded the experience so that it will show up when searching relevant queries on Bing. This should lead more searchers to discover the Ethical Shopping hub.

Why we care. This is good news for fashion brands that offer sustainable products. Microsoft Bing is rewarding environmentally-friendly brands with greater visibility on relevant search queries. Opening up beyond the UK means more chances to earn sales in the U.S. and Canada.

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About the author

Danny Goodwin

Editorial Director, Search Engine Land & SMX

Danny Goodwin is Editorial Director of Search Engine Land & Search Marketing Expo - SMX. He joined Search Engine Land in 2022 as Senior Editor. In addition to reporting on the latest search marketing news, he manages Search Engine Land’s SME (Subject Matter Expert) program. He also helps program U.S. SMX events.

Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He previously was Executive Editor of Search Engine Journal (from 2017 to 2022), managing editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.