"Google's strategy for its comparison shopping service wasn't just about attracting customers by making its product better than those of its rivals", said Margrethe Vestager, who is in charge of competition policy. "That's a good thing", Vestager told reporters, as she announced the fine, the largest ever made in an antitrust case.
Google's actions allowed its own comparison shopping service to make significant gains in traffic while its rivals suffer substantial losses of traffic on a lasting basis.
Results for the Google Shopping service showed top of Google search results, which the EC said was abuse of its market-leading position in search.
Silicon Valley may have been dealt a serious blow by the European Commission's decision to serve Google a historic $2.7 billion antitrust fine.
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In fact, Walker said the current Google shopping results are "useful and much improved version" of the text only ads from a decade ago."Showing ads that include pictures, ratings, and prices benefits us, our advertisers, and most of all, our users", said Walker.
She denied claims that the Commission had been biased against USA companies and voiced conviction that there would be no retaliation from the U.S. market authorities.
She also noted regulators were making "good progress" in its other Google probes into Android and search advertising, and that the "preliminary conclusion" was that they breached European Union anti-trust rules. Walker also explained why Google promotes its own search results over competitors. He added that the tech giant would review the case and consider whether or not to appeal.
"If you shop online, you want to quickly and easily find the items you are looking for".
Google has been advised to end the conduct within 90 days. They also said that it depends upon Google that how they will do but they have to inform European Union within 60 days of the plans.
Google issued a statement saying it respectfully disagrees with the decision and it is considering an appeal.