Tech Players Move to Promote Black-Owned Businesses Women's Wear Daily (WWD) 2/2/2021 Adriana Lee Tech companies are showing their support for Black History Month in a variety of ways, including new shopping-related features. On Monday, Google revealed that it’s extending the Black-owned attribute in its Shopping tab to make it easier for consumers to find and patronize local businesses. Business owners can immediately add the attribute through the Google Merchant Help Center, and the feature will become available to all U.S. Google Merchants in the coming months. More from WWD Google sees the move as a natural extension of a similar feature rolled out last summer across search and maps. Now, with the retail angle, the company figures it could help bolster direct commerce for relevant establishments.