Following on from making it free to list products on Google Shopping and Search in the US – coming to Europe later this year – the search giant continues its courting of online sellers by making Buy on Google commission free.
Google is also opening the checkout platform to third-parties too, starting with PayPal and Shopify.
According to Google, these changes are about providing all businesses—from small stores to national chains and online marketplaces—the best place to connect with customers, regardless of where a purchase eventually occurs. With more products and stores available for discovery and the option to buy directly on Google or on a retailer’s site, shoppers will have more choice across the board.
According to Bill Ready, President of Commerce at Google, “While retailers have several options for driving traffic to their website with free listings or with Shopping ads, many also use Buy on Google to give shoppers a convenient way to purchase something right when they discover it. By removing our commission fees, we’re lowering the cost of doing business and making it even easier for retailers of all sizes to sell directly on Google, starting with a pilot that we’ll expand to all eligible sellers in the US over the coming months.”
Google is also responding to growing demand from merchants for their own choice of third-party payment providers, inventory management systems and order management. The lack of this has long held Google back as becoming a true competitor to Amazon and eBay.
That now is starting to change. As Ready explains: “we’re opening our platform to more digital commerce providers, beginning with Shopify for inventory and order management and PayPal and Shopify for payment processing. So, if a retailer wants to sell directly on Google, they can get started even faster and continue using the tools and services that already work for their business. Or, if they’re new to selling online, they’ll be able to choose from multiple options when they sign up in our Merchant Centre.”
When will it hit Europe?
The big question is when will these changes come to other regions outside the US? Ready says: “Everything we’re announcing today will roll out first in the US and we’re looking toward international launches later this year and in 2021. While we still have much work ahead of us, our goal is to make digital commerce more accessible for retailers of all sizes all around the world, giving consumer