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Google reorganizes its shopping destination and introduces a universal shopping cart across its entire service platform, including search, shopping, images and even YouTube. The search company announced today a completely redesigned and now personalized Google Shopping experience, which allows shoppers to discover and compare products, and checkout instantly with their Google Account.
As a result, the Google Express app will become the new Google Shopping app, with the standalone "Express" brand merged into the new set of Shopping products and features.
The changes appear to be a competitive gesture designed to compete with all the new ways for consumers to buy and discover products online, such as Pinterest browsing or inspiration, for example, for commercials Instagram or shoppable posts.
Meanwhile, Google knows that its network of sites is also often part of the buying process, but it has not always benefited from this. Nowadays, people search the web or see images of the products they want on Google Images. Sometimes they even watch YouTube videos where the products are unpacked, presented and discussed.
From now on, it aims to take advantage of its various platforms and to increase its advertising revenues.
For starters, it introduces a new personalized Google Shopping homepage in which consumers can filter products based on brands they like or features they want, as well as read reviews of products and watch videos. For example, says Google, if you were looking for a set of new headsets, you could filter attributes such as "wireless" or a brand such as "Sony."
Some items will also include a blue button for the basket that, once clicked, will allow the consumer to add the item in question to a universal shopping cart whose purchase is covered by a Google warranty, as well as through customer service and easy returns.
According to Google, this represents a merger of Google Shopping with another Google payment and delivery service, Google Express. Following the changes, the Google Express app will be updated to become Google Shopping. it will feature the brand new Google Shopping experience, which integrates transactions and the universal shopping cart.
Brands already participating in Shopping for Google Assistant will be included in this new shopping experience, which is currently online on Google Shopping, Google.com, and Google Assistant.
The buying actions will be extended to Google Images and YouTube later in the year.
In other cases, retailers can use ads, such as the very visual Showcase Shopping Ads, to drive traffic to their own websites. These ads, which were previously available on Google Shopping, are now extended to Google Images, to Discover and soon to YouTube.
This means that if you are on the Google app or watch YouTube videos for ideas, Google will now be able to capture that interest and convert it into clicks and conversions. Today, these ads primarily interest newcomers in a brand, 80% of the traffic on retailer websites from a Showcase Shopping ad comes from someone who has just discovered the brand, Google points out.
In addition, Shopping ads are updated to drive in-store collection traffic. In other words, when consumers make their purchases online and click to buy a Shopping ad, they have an easier way to buy items to recover in-store. This beta feature however requires the participation of merchants. The retailer will need product referral pages on their sites indicating the availability of in-store pickup, as well as a local inventory feed in the Merchant Center showing items in stock and possibly a list of items that can be stored. . shipped quickly to a local store.
Retailers will also be able to optimize their Shopping ads not only based on specific goals, but also depending on the location of the ads displayed. For example, they can choose whether ad campaigns appear on Google.com, Search images, YouTube or anywhere on the web. Brands can also work with their retail partners to use their own budget to promote the best products in retailers' buying campaigns. Those interested in Shopping with the Partner Beta Program must sign up to participate.
Google has been moving in this direction for some time. Google Express did not really work, but Google knew that on its platforms, there was traffic that could turn product discovery into advertising dollars, clicks, and conversions. In the past, he was testing new layouts for images that looked like Pinterest, and using his Image site to connect users to Pinterest-like interest centers, including recipes and products. On YouTube, Merch shelves were also placed under videos, allowing creators to sell items, a feature that paved the way for making YouTube a more accessible platform for everyone.
"We are making places where people come to browse Google products on Shoppable," said Surojit Chatterjee, vice president of product management, purchasing, in an ad. "These new shopping experiences make it easy for people to shop and buy their products where they're already looking for inspiration and inspiration: Search, Google Images, YouTube and a redesigned Google Shopping destination," did he declare.
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