TechCrunch - Tuesday, May 14, 2019 at 11:54 AM
Google Express becomes an all-new Google Shopping in big revamp
Google <https://crunchbase.com/organization/google> is giving its Shopping
destination a revamp and introducing a universal cart across its platform of
services, including Search, Shopping, Images and even YouTube. The search
company announced today an entirely redesigned and now personalized Google
Shopping experience, where shoppers can discover and compare products, then
checkout instantly using their Google account.
As a result, the Google Express app will become the new Google Shopping app as
the standalone “Express” brand is merged into the new set of Shopping products
and features.
The changes appear to be a competitive move meant to rival all the new ways
consumers shop and discover products online — such as browsing Pinterest, or
being inspired by Instagram ads or shoppable posts, for
instance.[https://techcrunch.com/wp-content/uploads/2019/05/image003.png]<https://techcrunch.com/wp-content/uploads/2019/05/image003.png>Meanwhile,
Google knows that its network of sites are also often part of the shopping
process, but it hasn’t always capitalized on this. People today use web
searches, or look at pictures of products they want on Google Images. Sometimes
they even watch YouTube videos where the products are unboxed, demonstrated and
discussed.
Now it aims to leverage its various platforms and increase its ad revenue.
For starters, it’s introducing a new, personalized Google Shopping homepage
where consumers can filter products by brands they love, or features they want,
as well as read product reviews and watch videos. For example, explains Google,
if you were in the market for a set of new headphones, you could filter for
attributes like “wireless” or a brand like “Sony.”
[https://techcrunch.com/wp-content/uploads/2019/05/image001-2.png?w=187]
Some items will also include a blue shopping cart button that, when clicked,
will allow the consumer to add the item in question to a universal cart where
the purchase is backed by a Google guarantee, plus customer service and easy
returns.
This, says Google, represents a merging of Google Shopping with Google’s other
checkout and delivery service, Google Express. Following the changes, the
Google Express app will update and become Google Shopping. it will feature the
all-new Google Shopping experience, which has the transactions built in and the
universal shopping cart.
[https://techcrunch.com/wp-content/uploads/2019/05/image002.png?w=448]
Brands that already participate in Shopping Actions for Google
Assistant<https://www.google.com/retail/shoppingactions/> will be included in
this new purchase experience, which is going live now across Google Shopping,
Google.com<http://Google.com> and the Google Assistant.
Shopping Actions will expand to Google Images and YouTube later in the year.
In other cases, retailers may use ads, including the highly visual Showcase
Shopping Ads<https://support.google.com/google-ads/answer/7325107>, to drive
traffic to their own websites instead. These ads were previously available on
Google Shopping, and are now expanding to Google Images, the feed on Discover
and soon, YouTube.
That means if you’re on Google’s app or watching YouTube videos for ideas,
Google will now be able to capture that interest and turn it into clicks and
conversions. These ads today appeal mostly to newcomers to a brand, as 80% of
traffic to retailers’ websites from a Showcase Shopping ad is from someone who
just discovered the brand, Google notes.
In addition, Shopping ads are being updated to drive in-store pickup traffic.
That is, when consumers shop online and click through to buy from a Shopping
ad, they will have an easier way to purchase items for in-store pickup. This
beta feature requires merchant
participation<https://docs.google.com/forms/d/e/1FAIpQLSca6m_5QNoZ4255Ae58BRqIrbQfrUE5nSso4VWEnjdLSbzjMQ/viewform>,
however. The retailer will need to have product landing pages on their sites
that show when in-store pickup is available, as well as a local inventory feed
in the Merchant Center that shows which items are in stock, and optionally a
list of items that can be quick-shipped to a local store.
[https://techcrunch.com/wp-content/uploads/2019/05/image004.png?w=348]
Retailers will also now be able to optimize their Shopping
ads<https://www.google.com/retail/solutions/smart-shopping-campaigns/> not only
by specific goals but by where the ads display, too. For example, they can
choose whether ad campaigns appear on Google.com<http://Google.com>, Images
Search, YouTube or elsewhere across the web. Brands can also work with their
retailer partners to use the brand’s own budget in order to help promote top
products in retailers’ shopping campaigns. Those interested in this Shopping
campaign with partners beta program must sign up to participate.
<https://forms.gle/gEpaiP5pUeirP8aX8>
[https://techcrunch.com/wp-content/uploads/2019/05/image005.png?w=261]
Google has been moving toward this direction for some time. Google Express
wasn’t really working, but Google knew that it had the traffic elsewhere across
its platforms that could turn product discovery into ad dollars, clicks and
conversions. In the past, it began testing new layouts for Images that looked
just like Pinterest,
<https://techcrunch.com/2018/06/26/google-is-testing-a-new-image-search-on-desktop-that-looks-more-like-pinterest/>
and tried used its Image site to connect users to Pinterest-like
interests<https://techcrunch.com/2017/08/01/google-image-search-gets-more-like-pinterest-by-connecting-you-to-recipes-products-and-more/>,
including recipes and products. On YouTube, it’s been rolling out Merch
shelves under
videos,<https://techcrunch.com/2018/06/21/youtube-introduces-channel-memberships-merchandise-and-premieres/>
as well, which allow creators to sell items — a feature that blazed a trail to
make YouTube a more shoppable platform.
“We’re making the places where people come to browse and explore products on
Google shoppable,” said Surojit Chatterjee, vice president of Product
Management, Shopping, in an announcement. “These new shopping experiences let
people shop and purchase frictionlessly right where they already turn to for
research and inspiration: Search, Google Images, YouTube and a redesigned
Google Shopping destination,” he noted.
https://techcrunch.com/2019/05/14/google-express-becomes-an-all-new-google-shopping-in-big-revamp/
David Goldfield
Assistive Technology Specialist
Feel free to visit my Web site
WWW.DavidGoldfield.info<http://WWW.DavidGoldfield.info>
