Google Take on Amazon in Shopping. Again.

Posted on May 15, 2019 by Paul Thurrott in Cloud, Google with 4 Comments

In a bid to better target Amazon’s dominance in online shopping, the search giant is consolidating its Shopping Search and Express services into a single service called Google Shopping.

“We’re unveiling a redesigned Google Shopping experience with new, immersive ways for shoppers to discover and compare millions of products from thousands of stores,” Google’s Surojit Chattarjee announced. “When they’re ready to buy, they can choose to purchase online, in a nearby store and now directly on Google. For retailers and brands, it brings together ads, local and transactions in one place to help them connect with consumers at the right time.”

As Chattarjee notes, the newly-redesigned Google Shopping will merge Google Express with Google Shopping, the latter of which was previously just a Google Search-based experience. That said, as of this writing, the Google Express mobile app is still available, and while the new Google Shopping is available on the web, so is the Google Express site.

Both will be rebranded to Google Shopping soon. But that this latter experience looks a lot like is, of course, by design. Amazon currently dominates online shopping and is, by some estimates, responsible for one third and one half of all e-commerce. Amazon sold $277 billion in good last year. Worse, for Google, Amazon is now the number one source for over half of all product searches; in 2015, Google was number one.

Whether Google gains any traction in shopping is an open question, but the firm’s recent inability to do so is well-documented. The firm partnered with Wal-Mart in 2017, for example, but that partnership quietly dissolved recently with Wal-Mart seeking to cement its own online presence.


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