Google is to introduce an integrated eCommerce offering across its services. The search engine giant is to debut a universal cart across its various platforms from Google Search to YouTube to Images. The initiative will see the end of Google Express as a standalone function with this being assimilated under an umbrella Google Shopping suite.
The updated personalised shopping experience means shoppers can discover and compare products, then checkout instantly using their Google account. It sees Google realising that the online shopper today uses multiple touchpoints to discover products, particularly apps like Instagram or platforms like Pinterest. By consolidating its shopability in this way, Google hopes to capture increased spend from the numerous popular touchpoints it controls and through which it can influence consumer behaviour.