If you think about online shopping, you can be forgiven if the name “Amazon” comes to mind instead of Google. The search giant wants to change that however, and they have already started by customising the Google Shopping home page, sharpening their weapons for a massive onslaught.
Why would a search engine take on a e-tailer? The quickest answer is simply to gain more advertising revenue. Shoppers have become accustomed to the fact that you can find almost any product on Amazon and it offers a user friendly interface, thus going to Google first is simply adding another step to the process.
With the revamped Google Shopping page however, browsers (soon to be shoppers) can expect to have a personalised homepage. You are greeted by name, and your results are provided based on your preferences. It has great filtering options that you can expect from the worlds’ biggest search engine, and you can pretty much search for anything, and Google should make it relevant to you.
The Google Merchant Center allows users to choose whether they want to pick up products in store or whether it should be shipped to them, and furthermore the browser/shopper can choose whether they want to buy the product they want in-store, on the supplier’s online shop, or on the Google platform directly. Take all that, add voice search and shopping to the mix, and Google is looking pretty good to be a strong contender.
It is quite obvious that Google wants to leverage their reputation and technology to get people not to leave their space at all. With this big move, Google will own the complete customer journey, from exploration, research to transacting. This should see a massive increase in revenue for Google Shopping ads, and it might move the needle on conversion rates originating from this platform, as Amazon still has a much higher conversion rate with the Amazon Sponsored Products.
This will be an interesting battle, and as Google is set to launch the new platform in the very near future. Shoppers will yet again be the ultimate victors, as this titanic battle will play right into the consumers’ hands, and the convenience bar will be raised yet again.
Cassie van Wyk is the main author of this blog and has years of experience in the field of channel marketing and e-commerce respectively. He has a passion for writing and sharing knowledge, and does a lot of research in order to bring factual information to all the blog visitors. Feel free to reach out at any time!