Google introduces 'Shopping Actions' to help retailers in their battle with Amazon

The company has created a new service called Shopping Actions that makes it easier for you to purchase the items you search for on Google, the company said in a blog post.

However, Google has now given retail partners the opportunity to use its search engine, mobile experience, AI assistant and Google Home smart devices to house and streamline consumers digital purchasing process.

Google (GOOG, GOOGL) launches Shopping Actions that allow users to make purchases through Google search and Google Assistant.

- Universal shopping cart with instant checkout with saved payment credentials, which works with Google.com and Google Assistant.

According to early results, the program has boosted the average size of customer's shopping baskets at the partnering retailers by 30%. According to Google, the number of searches containing the phase "how to buy" grew by a staggering 85 percent in the past two years. Customers can either directly buy these products from the stores' websites, or put them in their Google Express shopping carts.

The new program can potentially reset that part of the purchase journey but, the Verge noted, other factors, including delivery costs and speed, ease of use, and final product price differences, then come into play.

Google is encouraging companies to see the service as an ally against Amazon. The program, called Shopping Actions, will be available to all USA retailers. Further, the company added: "44% of those who use their voice-activated speaker at least weekly say they use the device to order products they need like groceries and household items at least once a week". Ulta sells makeup and skin care products from brands such as MAC, Estee Lauder and Clinique. It was officially announced today, but some retailers like Target and Ulta have been testing it out for months. This is an entirely new revenue stream for the company separate from AdWords that will also help push its control over the growing smart home and voice search market. This new program would also help the search king contend with the likes of Amazon in the world of e-commerce.

Both Walmart and Target previous year struck deals to appear in search results via Google Home. The fact that it's going to be helping someone compete with Amazon is just an added bonus that benefits both sides of the deal. Target shoppers will soon be able to link their online account and loyalty card with their Google accounts and get 5 percent off on purchases and free shipping, McNamara said.

  • Wendy Palmer