Will Google's latest features send conversion rates soaring? 

Google is rolling out more integrations with eCommerce platforms, boosting discovery and giving businesses more control over how they connect with customers.

Google’s latest flurry of updates was announced during its flagship conference, Google Marketing Live last week

Google initially announced an integration with Shopify, but now WooCommerce, GoDaddy and Square users will integrate with Google for free.

These integrations mean it’ll be easier to connect existing processes with Google product displays in Search, YouTube and Maps.

Google’s building its eCommerce features

On top of the expanded partnerships above, Google is also building out its eCommerce solutions via consolidated buying options.

Google is building a new free experience that will help you show your customers all the ways they can buy products from brands.

When a customer discovers your products on Google, they’ll see a summary of all the buying options you offer in one place.  Whether it’s your e-commerce site, nearby store, or Google’s native checkout flow, and help you neatly showcase your brand’s expanded omnichannel offerings.

Coming soon, merchants will have the option to enable Shop Pay, by Shopify, as a buying option, giving their customers more options for an easy checkout experience.

Google is currently testing this new buying experience on Search and the Shopping tab, and plan to bring it to YouTube and Images later this year.

Bill Ready, President of Commerce, Payments & NBU, Google

“Over the past year, “available near me” and “curbside pickup” searches surged, and searches for “in stock” have grown globally by over 800% year over year.

That’s why we’re offering new ways to show consumers all the buying options you offer — online, in-store and across Google”

In keeping with this, Google’s local inventory ads can now show products available for immediate store pick up, curbside pickup or pick up later.

The local inventory ads feature allows you to showcase your products and store information to nearby shoppers searching with Google. When shoppers click an ad or free listing that shows your local product, they arrive on a Google-hosted page for your store, called the local storefront.

Shoppers use the local storefront to view in-store inventory, get store hours, find directions, and more. Curbside pickup and in-store shopping labels are now extending to YouTube and Maps local ads to help you reach even more nearby shoppers in more places.

Retain customers more effectively

Google has announced that it is currently piloting a merchant loyalty program integration that lets customers see your special loyalty pricing and benefits, including free shipping, when they first start shopping on Google.

Bill Ready, President of Commerce, Payments & NBU, Google

“If a consumer has a loyalty account with you, they will be able to link it instantly. If a consumer doesn’t, they’ll be able to easily join your loyalty program with a click of the “Create Account” button.”

In keeping with this theme, later this year, Google will make it easier for shoppers to discover your brand’s promotions, just in time for seasonal shopping.

According to Google, Searches for “discount code” have increased 50% since last year, and these searches are obviously great moments for you to drive more sales.

To help capitalise, Google is launching a deals results page on Search and on the Shopping tab. New real-time deal optimisation reporting is also coming to Merchant Center.

Augment reality

Augmented reality is also getting a makeover.

In 2020, Google launched an AR (augmented reality) makeup kit try-on experience for lipstick and eyeshadow.

Last year, Google started working with ModiFace and Perfect Corp data partners to help consumers visualise thousands of lipstick and eyeshadow shades from brands like L’Oreal, MAC Cosmetics, Black Opal and Charlotte Tilbury.

To help shoppers find the perfect match, they can now virtually try makeup products right from the Google app.

Building on these developments, soon customers will be able to do the same with clothing. Businesses in this space should use this breathing space to consider how AR and Google could work for them.