Back Market taps Google Cloud to boost customer service and support global expansion and sustainability goals

Google Cloud and Back Market, a global marketplace for verified refurbished technology, have announced an agreement which will involve the latter using the former’s infrastructure to support its international expansion, enhance its customer service capabilities, and reinforce its sustainability goals.

Back Market will leverage Google Cloud to develop generative AI solutions using Vertex AI that will help its service agents quickly understand the history and context of customers’ challenges for faster, more consistent resolution.

It will also kickstart broader exploration of Google Cloud’s generative AI’s applications, including language translations, content creation, and text analysis, to offer new personalised services for both customers and vendors.  

Back Market is migrating its cloud infrastructure to Google Cloud in a bid to create greater operational efficiencies and capacity.

By adopting BigQuery, Google Cloud’s enterprise data warehouse platform, it says it will be able to improve the speed and ease with which it manages its data at scale, with higher security guarantees.

It will also benefit from the lower carbon footprint and higher sustainability performance of Google Cloud’s infrastructure. 

The agreement comes after Back Market adopted Google Workspace in 2021 to support its internal communications and boost productivity. 

“We selected Google Cloud not just for its expertise in cloud computing services, but also for its commitment to providing a more sustainable, modernised platform for Back Market as we continue to expand,” says Dawn Baker, Chief Technology Officer, Back Market.

“As a global leader in verified refurbished technology, we are always looking to turn our data into better outcomes for consumers, particularly in ways that foster reliability and trust in our marketplace while supporting our sustainability goals.” 

“As buyers continue to prioritise price and a seamless buying experience online, there’s pressure on e-commerce platforms to innovate so they can meet expectations and stay competitive, even as they adhere to increasingly demanding expectations and regulations around trust, safety, and sustainability,” says Isabelle Fraine, Managing Director at Google Cloud France.

“Back Market’s approach to cloud computing and their exploration of generative AI are firmly grounded in such fundamentals, which should translate into more favourable outcomes for customers, merchants, and social impact in the long run.”