Google executives have taken more than 20 years to decide on the direction of Google Shopping, with options ranging from a price comparison tool to a full-fledged online marketplace. Sean Scott, a former Amazon leader, is now advocating for Google to become the go-to shopping destination for customers, emphasizing the importance of showing the best prices from multiple merchants without bias. In a bid to rival Amazon’s Prime Day event, Google has been expanding its shopping features, such as the special offers section and price tracking tools. This move is strategic given that Amazon has become a dominant force in online product searches, with over half of shoppers starting their search there. While Google benefits from Amazon’s advertising revenue, it faces challenges in monetizing searches that begin on Amazon. Despite Amazon’s reputation for low prices, comparative research can lead to better deals, as evidenced by personal experiences like finding a cheaper air filter on Google compared to Amazon. The landscape of digital shopping is evolving with the rise of generative AI tools and influencer-driven platforms like TikTok and Instagram. Google is investing in AI-based shopping tools to enhance the customer experience, from virtual try-on features to personalized product recommendations. Ultimately, Google’s goal is to make shopping easier for customers by providing access to a wide range of products and merchants at competitive prices. As the competition between Google and Amazon continues to unfold, it remains to be seen how these developments will shape the future of online shopping.
Article Source
https://fortune.com/2024/06/25/google-shopping-amazon-prime-day-deals-sean-scott/
