New York TimesMarch 30, 2021 13:36:52 IST
Google tried to copy the Amazon playbook to become an Internet shopping hub, but with little success. Now it’s trying something else: anti-Amazon strategy.
Google is trying to present itself as a cheaper and less restrictive option for independent sellers. It also focuses on increasing traffic to the seller’s site, rather than selling its own version of the product like Amazon does.
Last year, Google abolished seller fees, allowing sellers to list their products in search results for free. In addition, a small independent shop has partnered with Shopify to enhance its online store for 1.7 million sellers who sell directly to consumers, uploading inventory of products that appear in search results on Google. I’m trying to make it easier to buy ads.
However, as Google has tried many times during its 20-year quest to compete with Amazon, this shows few signs of working. Google hasn’t been as attractive as the $ 295 billion that passed Amazon’s third-party market in 2020. The amount of goods people buy on Google is “very small” by comparison-probably about $ 1 billion, said Juozaskaji Ukenas, founder of Marketplace Pulse. Research company.
The Amazon is a fixture in the lives of many Americans. It used Google as a starting point for shoppers and became just as essential for marketers. Amazon’s global advertising business will grow 30% in 2020 to $ 17.6 billion, second only to Google and Facebook in the United States.
However, the pandemic has forced many stores to go online, creating a new opening for Google to reach out to sellers who are worried about building a business on Amazon.
Sellers often complain about Amazon’s fees (which can account for a quarter of all sales, except for advertising costs) and the pressure to spend more to succeed.
However, since launching a price comparison site called Froogle in 2002, Google has struggled to draw a cohesive vision of the shopping experience with the confusing play of the word “simple” that needs to be rebranded five years later. It was.
Last year, Google invited Bill Ready, the former Chief Operating Officer of PayPal, to take on a new senior position and lead a review of shopping strategies.
Daisuke Wakabayashi [c.2021 The New York Times Company]
Google aims to be an anti-Amazon e-commerce. There’s a long way to go-Technology News, Firstpost
Source link Google aims to be an anti-Amazon e-commerce. There’s a long way to go-Technology News, Firstpost