Marketing professor comments on the Google Shopping plan for direct purchases
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Dr. Brian Bourdeau, associate professor of marketing in Auburn University’s Harbert College of Business, comments on the Google Shopping plan that would allow customers to buy directly through Google.
Do you expect Google Shopping’s plan, which would allow customers to buy directly through Google, to be successful?
I wouldn’t bet against Google, but it’s going to be a big challenge. The retail behemoth that is Walmart has been trying to catch up with Amazon over the past few years and has had very little success. Therefore, I have to wonder if Google has the capacity to pull it off. They certainly have the capitol to invest in a new shopping platform. That said, when you have an organization like Amazon whose market share and brand equity is so dominant it’s going to be an uphill battle.
How would Google Shopping affect media websites that offer links to products for sale?
The lucky ones will be absorbed by Google. The unlucky ones will have to hold on as long as they can and hope that Google decides the online shopper market is too saturated by Amazon and Walmart to make a sustained move into the space.
Would the customer be affected?
Not really. There are typically two types of online shoppers. The first goes straight to Amazon and searches for the product they are looking for. The second goes straight to Google to search for information on the product they are looking for. Inevitably they both end up buying the product (or not) from one of the affiliate companies anyway.
How could current websites, which offer ad links to products, compete with Google Shopping?
I doubt they’ll be able to due to the scale at which Google, Amazon and Walmart operate.
About Dr. Brian Bourdeau:
Dr. Brian Bourdeau is an associate professor of marketing in Auburn University’s Harbert College of Business. His research has appeared in Strategic Management Journal, Journal of Service Research, Journal of Services Marketing, Journal of Non-Profit & Public Sector Marketing, International Journal of Sports Marketing and Sponsorship and International Review of Business Research Papers. He won Harbert College’s Excellence in Outreach Award in 2018.
Dr. Brian Bourdeau is an associate professor of marketing in Auburn University’s Harbert College of Business.
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