Google has announced a new program called Shopping Actions that will allow users to purchase items through Google Assistant and shopping ads in search results.
Shoppers can now save their payment credentials and make purchases from retailers using instant checkout in Google Search, the Google Express Shopping Service, and Google Assistant on their home and mobile devices.
The program offers online shoppers a universal cart whether they’re shopping on mobile, desktop or via a voice-powered device. This is key since Amazon has tied their Echo devices to shopping and for now control market share. And the big differentiator: you can’t shop other retailers from your Alexa.
Instead of charging these retailers based on clicks through to their site, Shopping Actions uses a pay-per-sale model, meaning retailers only pay when a sale actually takes place. Shopping Actions appear within the sponsored Shopping Unit on the Google Search page, and on Google.com/Shopping. No organic rankings are impacted or changed.
Walmart and Target were both already partnered with Google on voice-based shopping, which includes integrations with Google Express and Google Assistant. This allows customers to shop their site through the Google Express app or by saying things like “buy peanut butter from Walmart,” to place a quick voice order with Google Assistant’s help.
According to Google, early testing indicates that participating retailers on average see an increase in total conversions at a lower cost, compared to running Shopping ads alone. They have also seen an approximately 30% average increase in basket size for merchants participating in Shopping Actions.