Google is amping up its game and diving deep into the world of e-commerce as the industry continues to grow amidst the pandemic. One of their strategies includes bringing in new merchants, products, and ad space. To do this Google has removed obstacles for new merchants and has removed their commission fees, as a way to attract new merchants. Their partnership with Shopify will be a key part in achieving their goals, this partnership will provide Google with quick product discovery and a bigger audience reach.
Another key strategy for attracting more advertisers is through the development of a Shopping Graph. This new tech development will provide marketers with the tools to better target their customers and maximize their reach to new ones. Due to the fact the third-party cookies will be depreciated by 2022, marketers will be drawn to use this to help with advertising.
Google’s online sales are growing and doing well. However, if they want to continue to succeed, they would have to compete with other companies like Facebook and Amazon, of which their sales growth is more than twice of Google’s. This could be attributed to their advertisements and their connection to their retail offering.