Google launches new shopping program (GOOGL)

pulse

March 20, 2018 5:13 PM

Google has introduced Shopping Actions, a new initiative that's intended to help retailers make transactions across channels, creating an easy shopping experience for consumers and, in turn, driving sales

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The program is live in the US, and all types of retailers are able to participate, with Google taking a percentage of each successful sale made through the program.

Shopping Actions enables retailers to seamlessly reach consumers across channels, and connect their shopping experiences accordingly.

Participating retailers will get their products to surface through traditional search, Google Express, and Google Assistant, as well as on different devices.
The program features a universal shopping cart, connecting consumers’ carts across channels.
It will let consumers link customer loyalty accounts through Google, allowing Google to serve personalized results from a retailer.

Google says early partners like Target and Walmart have found success with the program. Other early partners include Home Depot, Costco, and Ulta, Reuters reports. The partners using Shopping Actions have seen their average basket size increase 30%, and total conversions increased for less cost when compared with only running Google Shopping ads. It remains to be seen, however, if smaller brands and retailers with fewer product selections and customers will find similar results through Shopping Actions.

Search engines are the biggest threat to Amazon’s hold on product discovery, and Shopping Actions could further help retailers better compete with Amazon. Amazon controls the beginning of the product search process in US e-commerce, making it difficult for other retailers to draw sales because Amazon locks shoppers in from the beginning. But search engines are cutting into Amazon’s lead, and Shopping Actions may help retailers better convert through the biggest search engine.

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