Google is taking the significant step of opening up its Shopping search results to unpaid, organic listings. The Google Shopping tab results “will consist primarily of free product listings” starting next week, the company announced Tuesday.

The move comes amid the coronavirus crisis in which many brick and mortar retailers have had to close their doors. An e-commerce strategy has suddenly taken on heightened importance and urgency for merchants. The crisis was the impetus for “advancing our plans to make [Google Shopping] free for merchants,” Google’s President of Commerce Bill Ready said in a blog post. However, the change will be permanent