Google announced today that it has partnered with Shopify to enable the eCommerce platform’s 1.7 million merchants to reach consumers through Google Search and its other services. The integration allows retailers to sign up with just a few clicks to have their products displayed on Google’s 1 billion “shopping trips” that take place daily via search, maps, images, lens and YouTube.
The company did not disclose detailed information about the integration when it was announced this afternoon at Google’s I / O Developer event. However, the news follows a series of updates to Google Shopping that stem from Amazon’s increased investment in its own advertising business, which is threatening Google’s core business with ads.
Google reached out to online advertisers today and described how the so-called “Shopping Graph” now brings together information from various websites, price reviews, videos and product data, pulled directly from brands and retailers, to better inform online shoppers about where to find items, how well they have been received, which retailer has the best price, and much more.
This shopping chart can extend across all Google platforms, regardless of whether someone discovers products via Google search or, among other things, watches videos on YouTube.
For example, if you are now viewing screenshots of products in Google Photos, it is recommended that you search the photo with Google Lens to find the item for sale. And Google announced earlier this year that it was piloting a new experience on YouTube, which will allow users to buy products they’ve learned about from their favorite developers – a step in front of the growing TikTok and Facebook threats, as well as their own investments in counteract e-commerce.
However, before any of these Shopping Graph features can really work, the Google consumer needs to realize that purchasing products through Google is actually useful. This is in part why Google made it free for merchants to sell their products through Google last year – a change that Google says has resulted in an 80% increase in merchants on Google, with the “vast majority” small to medium-sized companies.
This is where the partnership with Shopify comes into play. While this integration doesn’t mean that every Shopify storefront will be included in Google – merchants will have to take action to achieve this – it would be almost a no-brainer for them not to take advantage of the new option.
Shopify doesn’t play favorites when it comes to sales, however. It’s integrated with other major platforms as well, including Facebook and TikTok. And it worked with Walmart to expand the retailer’s online marketplace as well.
Investors appeared pleased with the Shopify news this afternoon. Shortly after Google’s announcement, the stock fell 3.52%.