Google has been working on retail challenges for some time. The problems: (1) how to make mobile shopping from its properties like Search faster; (2) how to maintain market share for product search in a splintering mobile landscape of apps and digital assistants; and (3) how to compete against Amazon, the number one threat to product search originating on Google. All of which relate to how to make more money from product searches.
On Monday, Google announced a sweeping new effort called Shopping Actions that builds on current programs and spans its product search, mobile shopping, cross-device transactions and voice search initiatives. The program reflects Google’s existing partnerships with Target and Walmart to support shopping via Google Assistant and Google Express and extends it to other retailers. More than 40 retailers already participate in Google Express, which provides both shipping incentives and transactions via a mobile wallet. Now, Google will be able to surface their products when users shop via Google Assistant, which also includes Google Home products.