Advertising is no longer enough: now Google wants to dominate in ecommerce

Advertising is no longer enough

The company is ready to compete directly with Amazon and Ebay by inserting direct purchase links on Youtube and allying itself with platforms such as Shopify

(Photo by Artur Widak / NurPhoto via Getty Images) Google intends to exploit the maximum opportunity to accelerate digitalization and e-commerce that the pandemic has caused. Starting with new alliances with companies such as Shopify for online purchasing systems, Square for payments, and then GoDaddy and WooCommerce announced during its digital market convention, Google Marketing Livestream 2021, for the second consecutive year in live streaming.

The new course of advertising

But that of ecommerce, that is the desire to drive more and more sales within its sites (in the search results, but also YouTube and Maps, in addition to visible advertising with Gmail), is just one of the two big themes this year. The biggest wait was for a deepening of the "new world without cookies", the breakthrough announced months ago by Google to eliminate third-party cookies in Chrome, currently the most popular browser in the world, and transform the way in which advertisers do advertising (and tracking) by giving more space to user privacy.

For Jerry Dischler, general manager of Google Ads, the answer lies in intelligent measurement, in the use of machine learning and in the growing weight of automation of advertising: “Every day there is 15% of new searches in Google. It is impossible to predict all developments: the customer journey has become so rich and complex that decisions can no longer be made manually. The return on investment in ads is now mainly achieved with automatic methods, which we are making increasingly transparent for merchants “.

Stephanie Shum, shopping experience manager, Google (Google image)

The new horizons of ecommerce

If the Google event has left ample space for the automation of ads, the fact that the Mountain View company insists on the most is the rapid growth of ecommerce. 70% of users buy after viewing the products on YouTube and the data for the other areas of Google is similar. The company is experiencing an important change in the customer base and wants to focus on direct shopping. A move that puts it increasingly in competition with Amazon and to a lesser extent with eBay.

Hence the announcements of Shopify's Sho-Pay payment system which now connects directly with Google; the various examples of small businesses that find space within Google to sell directly to their customers; the data of constant growth of the phenomenon of online purchase and collection in the store or close to home, which also favors Google and not only Amazon as an ecommerce platform.

Google then put a lot of emphasis on the theme of diversity and 'inclusion. The shops will be able to display a stamp that certifies them as “Black owned business“. A first step that in the future will also extend to other minorities and gender differences. Another investment sector is augmented reality, to virtually try and “see” the products you want to buy, especially in the cosmetics sector. The pandemic has generated an opportunity for digital, repeat all the managers on the virtual stage of Google Ads, and the company wants to fully grasp it "together with our partners and merchants". As Allan Thygesen, president of Google Americas said, “The world has changed under our feet in 2020, and this poses a fundamental challenge: how to achieve results today and be resilient tomorrow? “

According to the analysis of Emarketer, online shopping in 2021 will be worth 4.890 billion dollars. And Google owns "most of the online hangouts, major squares in the digital world where consumers hang out to pass the time and make purchasing decisions," said Harley Finkelstein, president of Shopify.

Jerry Dischler vice president of Google Ads (Google Image) Privacy and no-cookies aside, the real battle for Google is to make sure that digital squares remain under its control. The company has a huge advantage: its search site is now the most open page in the world and it is also the first page to start shopping online. "If that page were to become Amazon's home - ‌ says Profitero analyst Bryan Wiener -. Google would have lost “. Hence the alliances, the blocking of cookies and the push to integrate all possible shopping streets, including deliveries and payments, within the Google platform, using machine learning to automate activities as much as possible and convince sellers and merchants. , in addition to users. that Google is the mall of the future.


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Topics

Ecommerce Gdpr Google Privacy Advertising globalData.fldTopic = "Ecommerce, Gdpr, Google, Privacy, Advertising"

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