Google Shopping wants to take a commission from retailers

20 March, 2018, 03:17 | Author: Darnell Patrick
  • Google's Shopping Actions feature could help retail chains keep customers

Google on Monday announced Shopping Actions, a new marketing initiative that will allow its Search and Assistant services to sell products directly to consumers in exchange for a portion of revenues retailers generate in such a manner. With Alexa sending shoppers to Amazon, Google Home Assistant will place search queries into a Google Express Shopping cart.

Those partnerships, and the new program being introduced today, also allows retailers to increase shopper loyalty by supporting things like 1-click re-ordering, personalized recommendations, and basket-building, says Google.

The U.S. technology company is teaming up with retailers including Target Corp, Walmart Inc, Home Depot Inc, Costco Wholesale Corp and Ulta Beauty Inc.

In the great retail war of our time that pits Amazon against every other major retailer, a new shopping initiative from Google could tip the scales back in favor of big box stores. The new Google program, named Shopping Actions, hopes to change that and will be available in the United States to retailers of all sizes.


"We see ourselves as part of a solution for retailers to be able to drive better transactions. and get closer to the consumer", he told Reuters. According to its data, mobile searches for "where to buy" grew over 85% over the past two years.

Google's Shopping Actions feature makes it easier to buy what you shop for. The same customer can then order something like foil through a voice-enabled device and then purchased both items at once through a checkout flow hosted by Google.

By integrating Google search on different devices, the company wants to enhance the user experience, along with driving up the sales of the partner.

The Google Assistant lets you have a conversation with Google to help you get things done in your world from telling you about your day, to finding the fastest route to work, or just setting an alarm for the next day all in Hindi. Target, which was one of Google's first partners when it launched Google Express, was also one of the first to partner on this new retail offering. Smart home devices are considered a very lucrative portion of e-commerce. Mike McNamara, Target's chief digital and information officer, said: "Our guests love the ease and convenience of making their Target Run without lifting a finger by using voice interface". As its part of the bargain, Google gets a piece of each purchase that's made.

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