Over the past several months, as online sales have increased with people everywhere staying at home due to the COVID pandemic, Google has introduced several changes to Google Shopping. These changes make it easier both for businesses to reach more consumers and for consumers to find the best products and deals online.
One significant change is that it is now free – yes, that’s right: free – for businesses to list their products on Google Shopping. (Check out our previous blog post on how your business can take advantage of these unpaid Google Shopping listings). Google also made these free listings visible on Google Search as well.
On July 23, 2020 Google’s President of Commerce, Bill Ready, announced a new initiative that will make it even easier for businesses of all sizes to sell via Google. Ready explains:
“These changes are about providing all businesses—from small stores to national chains and online marketplaces—the best place to connect with customers, regardless of where a purchase eventually occurs.”
Here are five key ways the new Buy on Google experience can help your business:
1. Zero Google Commission
Many businesses use their Google Shopping ads or free listings to drive traffic to their own websites, requiring customers to purchase on the business’s own website. However, with Buy on Google, shoppers can conveniently purchase an item right as they discover it on Google, removing the friction of any additional steps through to the business’s own checkout page.
It used to be that businesses would be required to pay a commission fee to Google for any purchases made through Buy on Google – but now Google is officially removing the commission fees!
This is a pilot program they expect to roll out to all eligible U.S. retailers over the next few months. If your business is interested in participating in the pilot, you can find out about the requirements and sign up for the waitlist.
2. Use Your Own Payment Provider
In addition to the new zero commission, Google is also opening up their Buy on Google platform so it can be integrated with third-party providers, starting with Shopify and PayPal.
So, if you’re interested in getting started with Buy on Google, but you already use PayPal or Shopify, you’ll still be able to use Shopify for inventory, order management, and payments, and PayPal also for payment processing. Even businesses who are new to online selling will be able to choose from a list of options when first signing up in Google’s Merchant Center.
3. Simpler Onboarding
In order to speed up the process and get more businesses involved, Google will be simplifying the onboarding process for the Buy on Google program. This means that if you’re interested to see what the platform might do for your business, it will be easier than ever to sign up and try it out.
4. New Feed Creation Possibilities – Including Catalog Matching
Google is also simplifying its tools and improving compatibility with third-party processes.
One change is integration with the most common product feed formats. With this change, you should be able to be able to easily connect your inventory directly with the Buy on Google platform, with no need to reformat data.
With catalog matching, you’ll now also have the option to add product information (including technical specifications and images) right from Google’s existing database – no need to upload product information yourself!
5. A New “Smaller Stores” Filter
Consumers are voicing a demand to support and buy from small and local businesses.
In an effort to help both small businesses and the shoppers who want to support them, Google is planning to soon add a new SMB filter right on the Google Shopping tab. They also plan to develop additional features to make it easier for small businesses to participate in the online market ecosystem.
With all of the changes to Buy on Google, there are more possibilities for businesses of all kinds to amplify their online presence – or even start from scratch. If you want to explore ways to take advantage of these changes for your business, our JXT Group team will be happy to discuss!
