Social commerce applications provider Bazaarvoice has partnered with Google to share product reviews in Google searches and advertisements.

Retailers and manufacturers using Bazaarvoice can use their product review content to drive more traffic from Google as well as provide brand exposure to shoppers.

Consumers will be able to access opinions from other customers as they research and complete purchases, adding more relevance to the process. Google says the program will feature full-length product reviews and user ratings from retailers and manufacturers to help with the shopping experience.

"In the past four years, there has been a tremendous change in consumer shopping behavior as people increasingly rely on information from their friends and peers to make purchase decisions," said Brett Hurt, founder and CEO of Bazaarvoice.

"Our clients’ innovative use of the voice of the customer has helped Bazaarvoice become one of the fastest growing technology companies today. Now, Google is affirming the power of social commerce with this partnership to integrate Bazaarvoice reviews content into Google.com – the heart of its business – as well as throughout product search and advertising vehicles. It is a big honor to be Google’s partner in this industry first, and this will be transformational for our retail clients and their suppliers."

On Google Product Search, Google will feature a brands logo beside reviews from the brands website with the goal of increasing both exposure and conversions.

Some of Bazaarvoice’s clients include Best Buy, Costco, Dell, Macy’s, Proctor & Gamble and QVC.