Google launches shopping platform

Google is setting its sights on online shoppers, unveiling a new Google shopping portal.

The platform, now live in the United States, allows users to search for items they wish to buy, and provides those who are logged into their Google account with recommendations based on their web activity. Next, the portal directs users to purchasing options, including channels through Google’s site, nearby brick-and-mortar stores or a select group of third-party retailer’s sites, like Boxed, Walmart, Costco Wholesale and Target.

Suggested items marked with a ‘Buy with Google’ tag allow users who wish to buy online to check out directly on Google. In addition, select products on the platform are sold with a 'Buy with Google Guarantee', which promises a refund to those who experience product damage or late delivery from a recommended third-party retailer.

Google has told multiple U.S. news sources that it does not intend to open warehouses or shipping facilities -- unlike fellow American giant, Ebay, which announced its plans to do just that by next year.

Still, the shopping portal marks a competitive move against Google's top competitor, Amazon. The online marketplace has become a one-stop-shop for consumers looking to search for, browse and buy products, causing Google to lose valuable screen time. According to a 2018 Adeptmind survey, 46.7% of U.S. internet users began product searches on Amazon compared with 34.6% who started their searches on Google.

While Amazon is able to provide a complete in-house shopping experience from search to shipment, Google’s shopping page has the advantage of having access to a more complete internet history from its users.

Prior to launching in the U.S., the Google platform was initially tested in several territories, including France. Those who are not logged into their Google accounts while accessing the portal will be directed to the search engine’s standard shopping search engine page.

Google launches shopping platform

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