Google's service can have a certain influence on the purchase decision of shoppers. Google hopes that the service will help retailers better attract consumers at PC, mobile and smart home devices. Google's launch of this service for retail companies is likely to be better in the futureAmazonCompete.
In an interview with Reuters, Daniel Alegren, Google's chief executive for retail and shopping, said tens of millions of users use Google's image search feature to find information and how they buy goods every day, Allegri said. In the past two years, the number of items searched on the mobile side has soared by 85.
Analysts said that Google’s biggest problem is that when users search for products, Google will point the purchase link to Amazon. Google’s new service, Shopping Actions, will cover other retailers within the United States.
Allegri said: "We have taken completely different measures and no longer just provide users with Amazon's purchase links. We see ourselves as the top retail company, which enables retail companies to increase their turnover and move closer to consumers. ”
On the consumer side, Google will provide an independent shopping cart. No matter what retailer the consumer buys, they can checkout in this shopping cart to simplify the online consumer experience. This kind of checkout method is also used by Amazon.
Retailers can also use Google Home voice control devices to provide a variety of products, Amazon's voice assistant Alexa can also provide similar services, allowing users to use voice control for shopping.
For example, when a user searches for shoes on Google, he will be able to see the goods and prices of various retailers and add the desired items to the Google Express shopping cart. After a period of time when it was decided to purchase this product, the user no longer needed to open the mobile phone or the computer, but directly through the Google Home smart speaker to complete the purchase.
Allegri said that early tests showed that the number of goods in the shopping cart of consumers of retailers with Google increased by an average of 30%.
Ulta Beauty, for example, CEO Mary Dillon, revealed that after the Google deal, the average order value rose by 35. Ulta, a retailer selling cosmetics and skincare products.
Arget said that in the past six months of the test period, the number of products in the Google Express consumer shopping cart has increased by an average of 20%.
The enemy of the enemy is a friend
Analysts and consultants believe that retailers currently want to enter the fast-growing voice-controlled shopping market as soon as possible, and this market is currently being controlled by Amazon.
Both Wal-Mart and Target entered a deal with Google last year to sell their commercial homes on the Google Home platform for consumers to purchase.
According to Juniper Research, a market research organization, voice-managing devices such as Amazon Echo and Google Home will enter 55% of U.S. households by 2022. Another market research firm, RBC CApital Markets, predicts that Amazon's Alexa platform may generate $10 billion in revenue by 2020.
"the brand sees Google as the enemy, so Google becomes their friend," says CEO Guru Hariharan of Boomerang Commerce, a retail technology company, referring to retailers like Amazon and Target competing with Amazon. Google and Amazon are competitors, so retailers see Google as their friend.