Google is revamping its Shopping experience amid increasing competition by jillianiles
Although Google won't actually be involved in warehousing or shipping products, it will guarantee their delivery“We want to help shoppers decide what to buy and where to buy it,” Oliver Heckmann, Google’s VP of engineering for shopping and travel, said during a press event announcing the news. The Shopping Actions ads, which will allow users to buy products directly through Google through Search, Shopping and Assistant, will also be launching for YouTube and Images later this year.
Merchants will likely embrace this new format because Google doesn’t compete with retailers in the way Amazon does and will allow them to keep a more direct relationships with shoppers, says Guru Hariharan, CEO of retail technology firm Boomerang Commerce. Google’s Shopping Action ads will keep users on its own site, but allow retailers to ask buyers to log into their membership accounts or sign up for marketing emails.
“It is not surprising that Google would want to protect its advertising turf,” Hariharan says of the Shopping redesign. Still, he adds, despite the changes: “Google has a long way to go before competing with Amazon as a shopping destination.”by emphasizing how its cloud computing service has many tools for retailers too .
In addition to the revamped Shopping site, Google is also introducing new intent-based “Discovery ads” based on a users’ browsing history that will appear in YouTube’s feed, the Gmail Promotions and Social tab, and itsThe company also said it would make it easier for brands to direct shoppers to buy things they find on Google within the retailers’ own apps on mobile, through a process called deep-linking.
Ultimately, as Google rolls out these changes, users should expect more e-commerce integrations across Search, Assistant, Discover, YouTube, Images and Maps.Contact this reporter at jdonfro [at] forbes.com. Have a more sensitive tip? Reach Jillian via encrypted messaging app Signal at 978.660.6302 using a non-work phone or contact Forbes anonymously via SecureDrop .
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