Google Connects Search, Home, Assistant Purchases Through Shopping Actions

Nichole VegaMar 21, 2018

Typical Google searches for products, like "where can I buy/where can I find [product]", result in a sale via Amazon, analysts say.

After subscribing, if users stay logged into their Google account, they won't run into paywalls or be asked to repeatedly enter a username and password to access news from publishers they pay for. Shopping Actions, which is an evolution of Google Express, will surface products on newer platforms like Google Assistant's voice shopping and let users add items to a universal cart that connects all Google platforms - mobile, web browser and voice - for easier ordering.

According to a report by Reuters, Google is partnering with retailers such as Target, Walmart, Home Depot and Costco.

Google Inc has just struck a deal with major US retailers to allow them to list their products on Google Search. For example, a customer could notice they're out of soap in the bathroom, search for some on Google, see a sponsored ad and then add it to their shopping cart.

Apparently this whole idea stems from the fact people were using Google search to look up images and ask where they could buy certain products.

Shopping Actions is an effort by Google and retailers to counteract the popularity of Amazon.

Retailers who signed up for Shopping Actions have seen the average size of a customer's shopping basket go up by 30%.

In 2018, Google and Facebook will collectively take 48% of new expenditure - down from almost 73% in 2016, according to eMarketer data.

With Shopping Actions, consumers will get options like one-click reordering of previously purchased items and personalized recommendations based on purchase history so retailers have an opportunity for turning occasional shoppers into repeat customers, Chatterjee said. Google says it's hoping to make this signal available to more news organizations this year. Target said it saw a 20 percent increase in users' Express basket sizes in the past six months, while Ulta saw a 35 percent increase in average order value since 2016.

GOOGLE HAS announced partnerships to enable a "where can I buy...." query in searches, with a particular focus on Google Assistant (of course).

Once you've subscribed to any of these publications, you'll start to see Google operate a little differently, too. Even shoppers going to Google first to search are often being directed to the highly ranked product pages of Amazon.

In a blog post announcement, Philipp Schindler, chief business officer at Google, called the new initiative a "major milestone in Google's 15-year commitment to the news industry" and said the GNI will have three main objectives: strengthening quality journalism, evolving business models and supporting publishers through technological innovation.

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