Google is advancing its open commerce ecosystem


Consumers don’t always think of Google when they think of shopping. Still, Google is thinking about them and how its underlying technology can support better retail experiences for consumers and merchants.

At Google’s annual I / O conference last week, the search giant made clear its intention to integrate more fully into the world of commerce, announcing an expanded partnership with Shopify to deepen their integration. On Thursday, May 27, Google announced that it is going even further, as retailers on WooCommerce, GoDaddy and Square will soon be able to integrate with Google easily and for free.

The crux of the world’s leading online search engine business transformation is, well, just that: that consumers look to Google to find things more than they do to buy things.

The problem, however, is that Google records more than a billion purchase requests per day in 24 billion ads in its purchases graph, Google Vice-president and general manager Matt Madrigal told Karen Webster shortly before the news broke.

“We want to bring all the different shopping options together for consumers,” he said, “because as we’ve seen with the growth of omnichannel retail and experiences, consumers not only expect a lot. more choice of products, but also a change in how they buy. “

Google argues that as the digital commerce landscape has grown over the past year, that growth has not been evenly distributed – some companies have done incredibly well, Madrigal noted, but not all or even all. half. This rather lopsided result, he said, means that the majority of the growth in the e-commerce sector has been distributed among a handful of mega-players around the world, meaning that many small and medium-sized businesses, not to mention entire retail segments, really haven’t seen the same increase in explosive growth in online shopping that their larger competitors have.

This is a scenario that is not only detrimental to traders who have been left out, but also bad for consumers.

“No one wants to live in a world where there is only one place to shop,” he said. “Our goal is to find ways to connect merchants of all sizes with shoppers, which Google is really well positioned to do. We want to create this open network for small D2C shoppers and retailers. [direct-to-consumer] brands to big brands and online marketplaces. “

Google’s goal is to make it easier for merchants to connect directly with customers, regardless of where the purchase ultimately takes place. If consumers choose to buy directly from Google and use its commerce ability, that’s great, he said, or if they browse a merchant’s website or other marketplace for getting the products is good too.

Google’s goal, he said, is not to be the gatekeeper between consumer and seller, as many traditional online marketplaces are known to do. The goal of expanding Google’s commerce, he said, is to work on more ways of bridging the connection between retailers and consumers, by enabling that connection, without getting into the middle of the relationship. the brand with their customers.

Make it contextual – and adapted

Madrigal told Webster that Google has many points of contact with existing consumers – search, purchases, images, maps and YouTube – to help merchants not only make those connections, but also leverage and personalize them to their liking. needs.

As part of its Thursday announcement, Google is also Marketing Livestream deployment with a host of new tools that help brands organize their unique brand story, from point of discovery to checkout.

Google Maps will highlight the locations of black-owned businesses as well as those owned by women and other underserved communities. Consumers can customize their shopping searches to better reflect their own social and brand preferences.

Madrigal also said that Google is making it easier for consumers to leverage their loyalty and rewards offerings when shopping on Google, and is expanding the use of AR technology to make cosmetic virtual trials, as well as virtual locker rooms possible. for the clothes.

The world of commerce is not going back to the way it once was, Madrigal said – the digital shift is only the way of the world in 2021 and beyond. But the right tools, leveraged in tandem with Google’s enormous global scale, can do a lot to level the playing field that currently leans against little guys or SMEs, he said.

“We are moving towards an open ecosystem where merchants can connect directly with their consumers and build that relationship directly,” Madrigal said. “At the end of the day, we want people to start their shopping journey with us and feel like they can find all of the great inventory we have to offer on the free and open web.”



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