Tech websites are abuzz with talk about Google preparing to launch its own e-commerce site and upgrade its shopping services to emerge as a force to reckon with in the multi-billion dollar online shopping business.

It had already been reported that Google planned to upgrade its shopping services to better compete in the $140billion e-commerce market by deploying the image-recognition technology of recent acquisition to enable consumers to do comparison shopping.

Patty Huntington, a journalist and fashion blogger, wrote in her blog “Frockwriter” that Google's fashion initiative could be called It could be more than just online boutiques selling merchandise offered by various designers and retailers, but a large number of curated boutiques selling the looks worn by celebrities and other influencers, according to Huntington.

There at least 19 participating American designers, from Prabal Gurung to Oscar de la Renta, with participating retailers including Shopbop, Nêt-à-Porter, Nordstrom, Selfridge and Bluefly, wrote Huntington.

Also Huntington mentioned that the featured celebrities would include Lady Gaga, Victoria Beckham, Emma Watson (Hermione Granger!) Sarah Jessica Parker, Anna Wintour, Rachel Zoe and even Michelle Obama.

With the purchase of earlier this year Google started giving attention to its shopping product. is basically a comparison service that allows users to search by colour, style, and more traits.

Also the search engine added many features like local availability, users’ ratings and product reviews.

Google’s new mobile app for brick-and –mortar shopping which offers features like barcode scanning gives detailed information about price comparisons and products.

Google is also sponsoring a fashion event, High Tech Fuses with High Fashion, on November 17 at SoHo, New York.