Google recently had made an announcement that it is partnering with Shopify. This collaboration will enable millions of merchants the ability to reach consumers through Google Search and its other services and will allow merchants to sign up in just a few clicks to have their products appear across Google’s 1 billion “shopping journeys” that take place every day through Search, Maps, Images, Lens and YouTube.
The company however hasn’t disclosed the extensive details about this integration but the news follows a series of updates to Google Shopping resulting from Amazon’s increased investment in its own advertising business, which threatens Google’s core ads business.
Google has a new tool, “Shopping Graph” which would now begin to pull together information from across websites, price reviews, videos, and product data pulled directly from brands and retailers, to help better inform online shoppers about where to find items, how well they were received, which merchant has the best price, and more. This Shopping Graph can also analyze across Google’s platforms, whether someone is discovering products through Google Search or even watching videos on YouTube, among other things. For instance, if you now view screenshots of products in Google Photos, there will be a suggestion to search the photo using Google Lens, to help you find the item for sale. And Google announced earlier this year it was pilot-testing a new experience on YouTube that allows users to shop products they learn about from their favorite creators — a move to counteract the growing threats from TikTok and Facebook, and their own investments in e-commerce.
Through this integration doesn’t mean that every Shopify storefront will be included on Google — the merchants have to take any action to make that happen — it would be almost a no-brainer for them not to leverage the new option. The internet commerce platform will not have any favorites when it comes to distribution. It is also in partnership with other big platforms like Facebook and TikTok and also Walmart to proliferate the retailer’s online marketplace.