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Google's new version of Shopping in the US. UU.

[vc_row][vc_column][vc_column_text]The new Google Shopping results page is now available in the United States, advertisement the company on Thursday.

The idea is that Google creates a renewed experience by personalizing purchases on Google Shopping. Since May, Google has been focusing on personalized purchases, to local inventory and improve purchasing through Google Shopping. The experience began in France at the beginning of this year and consists of the incorporation of Google Shopping Actions, an effort by Google to take on Amazon, which has been reducing the search for products in the search engine in recent years.

The new personalized Google Shopping

Google's tactic is to partner with retailers and allow users to buy products from various retailers on Google Shopping . Once payment is made, Retailers take care of all the logistics of the order and Google takes an undisclosed percentage of each sale.

Buy on Google Shopping

One thing you'll notice right away is the importance of colorful shopping cart icons and calls to “Buy on Google“. This is Google's CPA program for retailers, currently called Google Shopping Actions. Allows users to purchase through Google Checkout with payment information stored in their Google accounts. This is an important part of Google's strategy to push back against Amazon and provide universal payment. Google described the new Google Shopping as the “fusion of the best of Google Express with Google Shopping“.

Lower prices. The new experience is also boosting the ability to find the lowest prices, something that Amazon is often criticized for not offering them. A price tracking feature allows users to tag products they are looking for to receive notifications when prices for those items drop.

Personalized omnichannel recommendations

Consumers will see purchasing recommendations based on their purchasing histories, search histories and lists. Users will also be able to buy online or locally, if the retailer supports it. Google says it has allocated more than 2 1 billion products to local retailers.

Why should we care?

This is an important initiative by Google to remain relevant in the retail sector. Now that this new experience is live, It's even clearer that merchants will need to adopt Shopping Actions if they want to gain prominent visibility on Google Shopping and other surfaces., including Assistant. As happens with Amazon, The revenue share for purchasing actions varies by category.[/vc_column_text][vc_single_image image=”3819″ img_size=”full” alignment=”center”][vc_column_text]

Better payment and return

Google is also stepping in to mediate between consumer and retailer to offer a more consistent customer service and returns experience.. According to the Google blog after , “The blue shopping cart displays items that can be easily purchased by willing shoppers with simple shipping and customer support, backed by the Google guarantee. So people can buy with confidence, knowing that Google is there to help if they don't get what they expected, if your order arrives late or you have trouble getting a refund“.

This is another effort to close the gap between Amazon and the legacy Google Shopping experience.. To participate, retailers should use Purchase Actions. Merchants who already do so are automatically included in the new Google shopping experience, which includes Google.com and, as mentioned, Google Assistant. Shopping actions will also come to Google Images and YouTube later this year. More and more ads are becoming “affordable“.

Why should retailers care??

All merchants will be required to adopt Purchase Actions. That will be the key to retail advertising on Google and its various properties. It is also worth noting that Shopping Actions is commission-based and is not a SEM campaigns. Income distribution varies by category, like it does with Amazon.

Google is walking a bit of a tightrope with its shopping redesign, trying not to simply reduce retailers to fulfillment partners while providing a more “branded” and consistent for users. Nevertheless, if Google wants to capture more Amazon buyers, will need to rely on Google Shopping's branding and competitive positioning as a place that allows consumers to choose how they shop.[/vc_column_text][vc_single_image image=”3820″ img_size=”full” alignment=”center”][/vc_column][/vc_row][vc_row][vc_column css=”.vc_custom_1573491615099{background-color: #e8e8e8 !important;}”][vc_column_text]

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