How Will Google Shopping Express Affect Your Ecommerce Business?
In March, Google announced that it would launch its Google Shopping Express service to specific users in the San Francisco bay area. The program is still in its testing phase, with national retailers such as Target, Walgreens, Staples, American Eagle and Toys “R” Us/Babies “R” Us, and local shops like Raley’s Nob Hill Foods, Blue Bottle Coffee, and Palo Alto Toy & Sport, offering same-day delivery service to Express customers.
There’s no word yet on the exact cost this service will eventually be, if and when it rolls out nationally, but San Francisco testers are getting the service for free for 6 months.
So what does Google Shopping Express potentially mean for your ecommerce business?
Google is obviously adding more fuel to its all-out-against-Amazon arsenal. Amazon has seen success with its same-day delivery, as well as from Amazon Lockers and Amazon Prime. But it’s not just Amazon who Google has its sights set on. Walmart (Walmart ToGo) and eBay (eBay Now) are all getting in the “get it now” game, meaning that same-day delivery is a major factor worth considering when you create an ecommerce strategy.
“… over the last few years, we’ve worked hard to bring the speed of the web to the real world.” said Tom Fallows, Product Management Director for Google Shopping Express, when he announced the test service in SF. “So hopefully, no more trips across town for simple errands.”
If Express does work the way Google wants it to, ecommerce merchants can expect an all-out Google-centric buying experience. Consumers will have access to the lowest available prices on the web – and in their area – (via Google Shopping), and will be able to get that product delivered to their home, faster than it would have taken to drive to the store to get it.
This means that instant access is key. Ecommerce merchants need to ensure that their Google Shopping product feeds are in order and updated. They need to ensure that their websites are responsive and can be easily used and seen via any mobile device. And, of course, ecommerce merchants will need to be ever so vigilant in terms of inventory. Sure, you don’t want to stock up on items that aren’t selling. But you also don’t want to run out of things that people may want in an instant. This requires a careful examination of consumer behavior, particularly in terms of what’s being purchased in SF, during this Express trial run.
We’re keeping our eyes focused on this trial run to see how the world of ecommerce may or may not be affected. If you’d like to find out how to prepare for an eventual Google Shopping Express boom, let us help. Call OperationROI at 1-888-277-5329 or fill out our contact form.
