Google takes aim at Amazon with Shopping Actions launch
Google has announced an initiative to help retailers address the threat of Amazon, with the search giant taking a cut of their sales in the process.
Launching Stateside, Shopping Actions will allow users to purchase items through Google Assistant and shopping ads in search results. On Google search, the Google Express shopping service, and Google Assistant on home devices and mobile, they can save their payment credentials and make purchases from retailers with instant checkout. Early testing indicates that participating retailers on average see an increase in total conversions at a lower cost, compared to running Shopping ads alone. Google says that it has also seen an approximately 30% average increase in basket size for those involved.
Target was one of the first retailers to test the offering and last year expanded it across the US. Over the last six months, it has seen the size of guests’ Express baskets increase by nearly 20%, with strong adoption in new markets. “Our guests love the ease and convenience of making their Target Run without lifting a finger by using voice interface. And since the orders are shipped from a nearby Target store, they’ll have their items delivered to their home in just two days,” says Mike McNamara, Target’s Chief Information and Digital Officer.
“This is just the beginning for Target and Google. Through our partnership, we’ll continue to add new benefits to help guests save time and money. Shoppers will soon be able to link their Target.com and Google accounts, creating a more personalised and intuitive shopping experience. And later this year, our guests will be able to use our REDcard when shopping through Google, providing 5% off purchases and free shipping.”