06 Apr'18

Google helping retailers with new Shopping Action platform

Google announced the launch of ‘Shopping Actions’ programs, giving ‘customers an easy way to shop your products on the Google Assistant and Search with a universal cart, whether they’re on mobile, desktop or even a Google Home device’.


The introduction of the Shopping Action was result of the increase in mobile searches of ‘where to buy’ by over 85 per cent over 2 years.  

Google list the benefits for retailers buying into Shopping Actions:

 – Put your products on new platforms such as Google Assistant

  – The platform will include shareable lists, universal shopping cart and instant checkout and saved payment methods

 – Tools to increase loyalty and engagement. For example, when a user searches a product, Google will present relatable items from her preferred retailer

 – Pay-per-sale model meaning retailers pay when a sale occurs

 – Will appear within sponsored Shopping Unit and Google Shopping


Google has done some preliminary tests to demonstrate to retailers that the Shopping Action is beneficial for retailers. They found:

 – Retailers saw an increase in total conversions at a lower cost, compared to Shopping ads alone

 – Evidence of a 30 per cent average increase in basket size

 – Target’s Chief Information and Digital Officer gave a statement of support being the first retailer to use the Google Shopping Action: ‘Our guest love the ease and convince of making their Target Run without lifting a finger by using voice interface’.


Tech Crunch aligns Google’s new shopping platform with helping retailers take on Amazon. Tech Crunch are of the opinion that the Shopping Action’s alignment with Google Assistance is especially important because ‘Amazon has tied voice shopping to its Echo’. 


Reuters reported that Google have already teamed up with Target Corp, Walmart, Home Depot, Costco and Ulta Beauty.


Talking to Reuters exclusively, Daniel Alegre (Google’s President for Retail and Shopping) said ‘We see ourselves as part of a solution for retailers to be able to drive better transactions’ and ‘get closer to retailers’.  


Guru Hariharan, CEO of Boomerang Commerce, also spoke to Reuters. Hariharan said ‘Brands are looking at Google as the enemy of the enemy and that makes Google their friend’.