Google hopes that this would lead to increased purchases across a wider range of devices including smart home devices with voice search, which are not now one of the key devices being used to purchase products online. Voice ordering has drastically risen and retailers have seen order sizes increase by almost 30 percent with the help of Google Express shopping cart.
For example, shopper Kai can do a search on Google for moisturizing hand soap, see a sponsored listing for up & up brand soap from Target, and add it to a Google Express cart.
The new approach is different from what retailers usually have to pay when accessing Google ads. Google reportedly wants to enable retailers to reaches better transactions and their customers, according to its spokesperson.
The company said over the past two years, mobile searches for "where to buy" jumped over 85 percent, and 44 percent of people who use their voice-activated speaker weekly use it at least once a week to order items they need like groceries and household supplies.
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The new program can potentially reset that part of the purchase journey but, the Verge noted, other factors, including delivery costs and speed, ease of use, and final product price differences, then come into play. Later, the customer can stand in the kitchen, and use the Google Home voice device to add paper towels to the same cart and buy everything at once. Although retailers are unlikely to be thrilled about spending more on customer acquisition, there is no ignoring Google's influence on sales.
For instance, during the past six months, Target has seen the size of its guests' Google Express baskets on average increase by almost 20%.Ulta Beauty's average order value on Google Express rose 35% since 2016. The program is open to United States retailers of any size.
Ulta Beauty's chief executive Mary Dillon said: "As a long term strategic partner, Google helps us build bridges between the digital and physical experiences we offer with last mile fulfillment that leverages our stores and expands our inventory across the Google Assistant and Search".
ENEMY OF MY ENEMY IS MY FRIEND The retailers are also eager to get in on the rapidly growing voice shopping market dominated by Amazon's popular Echo home device, analysts and consultants said.
Smart voice devices like Amazon Echo and Google Home will be installed in 55 percent of USA households by 2022, according to Juniper Research.
"Google got the idea for the partnership from its users" behavior.