So the company did what tech companies do best: it pivoted, from focusing on sellers to focusing on products. That’s a drop in the bucket compared to Amazon’s 1.7 million sellers or even Walmart’s nearly 69,000. But seller uptake was slow - at the end of 2020, Google Shopping had approximately 8,000 sellers, according to Marketplace Pulse. ‘We’re Not a Retailer, We’re Not a Marketplace’īack in 2019, Google was on a mission to get sellers on its Google Shopping “surface,” and it looked like the company had ambitions of making a big marketplace play. Working to “breathe new life into shopping experiences” with product enhancements that drive relevance and discovery.Building a “comprehensive and compelling” product inventory that will drive site traffic (and advertising revenue) and.Returning to its roots as a collector and organizer of information, which in the case of Google Shopping means products.Here’s how Google is trying to do just that: If the company can pull it off, Google has the potential to become the central conduit for online shopping quests, much as it is already at the center of information quests the world over. The company’s new approach to shopping - still only in its beginning stages, according to Madrigal - leans into its strengths. After a few years trying to do commerce like Amazon, Google has decided instead to do commerce more like, well, Google. What might sound like apathy - and indeed would be anathema for almost any other organization operating in the world of commerce - is indicative of an existential shift in the company’s approach to ecommerce. “It can happen through Buy on Google, on a Google ‘surface’ or it can happen on a merchant site - we’re indifferent.” “ We’re indifferent on where the shopping journey ends, where that transaction takes place,” said Matt Madrigal, VP and General Manager of Merchant Shopping at Google in an interview with Retail TouchPoints. In the world of ecommerce, Google is a bit of an anomaly: while a relatively minor player in the marketplace landscape compared to giants like Amazon and eBay, it is at the same time central to the shopping journeys of millions of consumers every day.Īccording to Google, users shop across its platform more than 1 billion times every day, but only a fraction of them are actually buying products on Google - and the company is okay with that.
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