Buy on Google for search and shopping will close on September 26, the company announced today in an email sent to participating retailers.
Why we care Google says it’s releasing Buy on Google to create a new “streamlined shopping journey for shoppers” that makes it easier for retailers to sell on Google and YouTube.
What Google says. A Google spokesperson told Search Engine Land:
“Our goal is to support an open ecosystem by connecting shoppers directly with merchants, and that’s a big priority for us. We’ve developed a new, simplified checkout process that allows shoppers to go directly from Google to the checkout flow at merchant’s website when they’re ready to buy. We’ve had great feedback from merchants and users. Shop on Google was a small feature that was used by a very limited number of merchants, so we’re investing in this new shopping experience.” .
New pilot. We’re told more merchants are already using Google’s new payments pilot than Buy on Google. Google has created a new one shape if you are interested in the new paid pilot.
Here’s what we know about Google’s plan for a “more streamlined shopping journey for shoppers,” according to this page:
“Instead of a multi-step purchase journey, people who are ready to buy will now have the option to go directly from Google to the checkout flow on your website. Once there, they’ll see their chosen product already in their shopping cart and can checkout on your site using any payment method they select. We’ll be testing this experience on Google and YouTube with select merchants and will share more information as we get ready to hire additional partners.”
The email Here’s a copy of an email Google sent to merchants today:
Building great payment experiences is something we focus on and are always evolving. We are writing to inform you that, effective September 26, 2023, the current Buy from Google program will end in the United States. We have some new channels we’re excited to test (more on that below), but we wanted to share some key details about Buy on Google.
Your participation in Buy on Google will end on September 26, 2023, and no listings in Search or Shopping will show the Buy on Google option. If you are currently joining, you will be removed from the process today. All orders received through September 2023 must comply with the applicable return policies, regardless of program termination. You have the option to cancel your participation in the program before September if you feel that this option is more beneficial for your company. Please get in touch with support for help doing this. Order data will be available for one year after the program ends. You can access your reports using the instructions here. You do not need to take any action to terminate the program.
We will continue to introduce new ways to optimize the way users navigate to purchase on our platforms, and we look forward to continued engagement with our retail partners on other products, such as our new payment pilot and all other areas of collaboration through our tools, knowledge and training.
We’re excited about the simplified checkout experience we have presented last year, where consumers who are ready to buy will have the option to go directly from a listing on Google to the checkout flow on your website. Once there, they will see their chosen product already in their shopping cart and can pay on your site using any payment method they select. *Merchants using the new Google Pay feature see 1-10% improvement in gross merchandise value (GMV)
*Source: Google data, US, Retail, March 2023. [Caveat: Data pulled for existing pilot merchants]
Learn more:
If you are interested in joining the paid pilot, please fill out the interest form here. Please note that if you are selected to join the paid pilot before September, any current Buy on Google experiences you have running will stop showing immediately. For those not selected to participate in the pilot, we will contact you when the solution is more widely available so you can join then!
For any questions or support regarding the cancellation of your participation, please contact our support team or get in touch with your Google contact.
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