Google’s anti-Amazon strategy for e-commerce

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O Google tried to copy the manual from Amazon to become the center of internet shopping, with little success. Now, you’re trying something different: an anti-Amazon strategy.

Google wants to present itself as a cheaper and less restrictive option for independent sellers. Its focus is on driving traffic to vendor sites, not selling its own version of products like Amazon does.

In the past year, Google has eliminated merchant fees and allowed sellers to offer their products for free in their search results. In addition, it is trying to facilitate the upload of products to small independent stores, so that they appear in the search results, and to simplify the purchase of ads by joining Shopify, which feeds online stores of 1.7 million merchants who sell directly to consumers.

However, like many of Google’s attempts during the two decades it competes with Amazon, it shows little sign of working. Google has nothing quite as enticing as the $ 295 billion traded by Amazon’s marketplace in 2020. The amount of goods that people buy on Google is very small in comparison – probably around $ 1 billion, according to founder Juozas Kaziukenas from research firm Marketplace Pulse.