Google makes push to turn product searches into cash

Alphabet Inc’s Google routinely fields product queries from millions of shoppers. Now it wants to take a cut of their purchases, too.

The US technology company is teaming up with retailers including Target Corp, Walmart Inc, Home Depot Inc, Costco Wholesale Corp and Ulta Beauty Inc .

Under a new programme, retailers can list their products on Google Search, as well as on the Google Express shopping service, and Google Assistant on mobile phones and voice devices.

In exchange for Google listings and linking to retailer loyalty programmes, the retailers pay Google a piece of each purchase, which is different from payments that retailers make to place ads on Google platforms.

Google’s pitch to retailers is a better chance to influence shoppers’ purchasing decisions, a move that is likely to help them compete with rival Amazon.com. It hopes the programme helps retailers capture more purchases on desktop, cell phones and smart home devices with voice search.

The previously unreported initiative sprang from Google's observation that tens of millions of consumers were sending image searches of products, asking “Where can I buy this?” “Where can I find it?” “How can I buy it?” “How do I transact?” Daniel Alegre, Google's president for retail and shopping, told Reuters.

Over the past two years, mobile searches asking where to buy products soared by 85 per cent, Alegre said. But the current default choice for many consumers is a Google search that ends with an Amazon purchase, analysts said.