Representing the largest fine ever levied by the European Union Antitrust Commission, the €2.42 billion comes following a lengthy investigation into Google's practices regarding the Google Shopping comparison service in which companies pay Google for inclusion in the results.

Google has been fined a record €2.42 billion (AU$3.61 billion) for breaking competition rules.

The analyst said it was "unclear" how Google would go about eliminating its anti-competitive bias in order to satisfy the EU's demand, but he did come up with a few suggestions.

Google said it will "review the commission's decision in detail" as they consider an appeal.

Mr Walker, wrote: "When you shop online, you want to find the products you're looking for quickly and easily". It denied other companies the chance to compete on merit and to innovate. Following the demotions applied by Google, traffic to rival comparison shopping services on the other hand dropped significantly.

She also noted that regulators are making "good progress" in its other Google probes into Android and search advertising, and that the "preliminary conclusion" is that they breach European Union anti-trust rules. 'We respectfully disagree with the conclusions announced today, ' a company spokesperson offered in a brief statement to press.

Meanwhile, other American tech companies that are rivals of Google have cheered on the European regulators against Google.

Google said the EC should have considered another reason why rival shopping services may not have done so well - because major retail platforms such as Amazon had instead become the first port of call for product searches.

This is the largest antitrust fine handed out by the European Commission to date, even beating out the €1.06 billion fine given to Intel, which is now going through a long appeals process.

Google's own comparison shopping service has been operating since 2008 and its placement gradually became more prominent when users searched for an item, says the EU.

Kent Walker, Google's senior vice president and lead lawyer, hit out accusing the Commission of "underestimating" the value of its "fast and easy connections".

The fine related to Google Shopping is a big one, but as the BBC notes, the European Commission has two separate cases still going against Google. It meant that when consumers entered queries into the Google search engine, Google Shopping offers were displayed at or near the top of the search results.