Google will now let users buy items through Assistant and search

Google's Shopping Actions feature could help retail chains keep customers

In this partnership, Google plans to catalog each retailer's online wares and display alongside any searches for a particular product.

Target, beauty retailer Ulta, and 1-800-Flowers had piloted this new function with Google.

For consumers faced with a surfeit of choices, the idea is to make online buying easier by giving them a single shopping cart and instant checkout - a core feature of Amazon's retail dominance.

For example, shopper Kai can do a search on Google for moisturizing hand soap, see a sponsored listing for up & up brand soap from Target, and add it to a Google Express cart. The new program - called Shopping Actions - launched Monday, but several retailers have been testing it for months.

Whether users and retailers will adopt one over the other might depend on smaller quality-of-life differences between Amazon and Google, such as delivery costs and speed, ease of use, and any final product price differences. "We see ourselves as part of a solution for retailers to be able to drive better transactions".

According to Reuters, speaking to Google's President of Retail and Shopping, Daniel Alegre, mobile searches on Google's platform that look to find out the availability/ location of products have increased 85% in the past two years.


When consumers are in the market for a new product, Alphabet Inc's (NASDAQ:GOOGL) Google is routinely one of the first stops. You can also speak out loud to your Google Home to add items, like tin foil, to your shopping cart. The program, called Shopping Actions, will be available to all U.S. retailers.

Analysts say that the majority of purchases are made via a Google search which leads to an Amazon link.

People shop on Google.

According to Reuters, Google partners saw the size of their "basket" sales increase by an average 30 per cent, with Ulta Beauty hitting 35 per cent - so that's over a third. This is an entirely new revenue stream for the company separate from AdWords that will also help push its control over the growing smart home and voice search market. And, it must be noted that Google's latest program impacts the search results. Especially since it's anticipated that 55 per cent of American homes will have some sort of smart speaker by 2022, and Alexa herself is expected to generate $10 billion worth of revenue by 2020.

"This is just the beginning for Target and Google", said Target's Chief Information and Digital Officer added.

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