According to this study , the rate of Democratic Republic Of the Congo Email List who buy regularly online in the main European countries, including France, has exploded from 25% to 80% since the start of the Covid-19 pandemic. With this trend which is unlikely to run out of steam after containment, Amazon will probably become even more powerful than today, even if the die-hard Gauls try to disrupt, and rightly so, the activity of Jeff Bezos’ firm. by causing the closure of its French warehouses for several weeks. It was also a subject covered in one of our podcasts . At the same time, many small online traders fell short during this period of crisis, forced to suspend their activities due to lack of personnel, logistics and demand from consumers.

Amazon’s dominance as a global leader in e-commerce and its growth as an advertising platform are direct threats to Google. While the Seattle-based company can probably never catch up with or overtake Google in terms of ad revenue, it can slowly eat away at its market share and growth. In a way, Amazon is a more formidable competitor for Google than Facebook. Small parenthesis: do not hesitate to consult our article on the Amazon vs Google battle with regard to product research. Google has therefore tried to improve its shopping experience to better compete with Amazon, playing both attack and defense. Just recently, Google announced the return of free product listings to Google Shopping, which is in the process of being rolled out.

Amazon as a real threat to Google

E-merchants will now have, under the “Shopping” tab in search results, a new free channel to gain visibility and stimulate sales. Bill Ready, the big boss of commerce at Google, described the benefits of this new feature for merchants and consumers. He explains, “For merchants, this change means free exposure to the millions of people who come to Google every day for their shopping needs. For shoppers, this means more products from more stores, which can be discovered through the “Shopping” tab. For advertisers, this means that paid campaigns can now be supplemented with free ads ”. This initiative follows a major overhaul of Google

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Shopping and its interface last year with the deployment of Google Shopping Actions . In a way, the company has gone back to its roots, but at the same time, it is emulating Amazon. To win, she must beat Amazon at her own game while making a difference: it’s the same dilemma Bing had to face and couldn’t resolve against Google. Google Shopping was launched in 2002 as an index of sales catalog products called “Froogle”. The service then evolved into Google Product Search and in 2012 changed its model and name again. By 2019, the new Google Shopping, officially commissioned in October, has proposed a number of changes and innovations aimed at bridging the gap between the shopping experience on Google and on Amazon , including:

Google Shopping: There’s more

Omnichannel shopping with the ability for a seller to view local inventory (of a specific physical store, for example). Thus, it is possible for an Internet user to purchase a product from a physical local store and to pick it up directly. Standardization of the shopping cart and checkout with the “Buy on Google” program which allows you to pay directly for your products on Google using the “Buy on Google” button. Easy product returns and the Google warranty. “Taking control” of the shopping cart with the “Buy on Google” button and standardizing the checkout through Google Shopping Actions was a crucial decision, although many retailers were probably not happy with it.

Personalization based on search history. This is an important part of Google’s strategy to roll back Amazon is to partner with merchants by providing a universal checkout. With this button, Google really asserts itself as a marketplace (like Amazon), making it possible to syndicate several third-party sellers, while centralizing payment on Google. “Buy on Google” button allowing you to centralize your purchases and pay for your items directly to Google. Personalization is another key feature, although Amazon offers several levels of personalization. Google has a larger data set than Amazon, which could generate different and better personalization and purchase recommendations.

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