Google is experimenting with a new feature within YouTube that would allow to show prices and product recommendations under the videos.
“The addition of this feature is part of Google’s strategy to deal with Amazon.”
With this feature, users can click on the displayed or suggested products and Google automatically redirects them to their universal payment platform, Google Express, where users can complete and complete the purchase.
The novelty allows to link the content of the video with the offered products. That is, if the video promotes a product, the function will offer this product, and others similar, to the viewer.
This tool would be very useful for content creators who, in most cases, earn income with the promotion of products. Especially in the cases of those channels dedicated to fitness or beauty, which usually disseminate content of this type.
The provision of a direct sales platform simplifies the purchase process of users and could increase the traffic on the web of merchants, generating more money for Google for the use of its sales and distribution platform.
The incorporation of this feature is part of a Google strategy to deal with Amazon in the area of eCommerce.
For this, Google wanted to strengthen its dealings with advertisers and, above all, with small and medium-sized companies, for whom Amazon is not only a distributor, but another competitor.
Amazon has a monopoly on online distribution in the United States, so most small and medium-sized companies depend on their platform to sell their products. However, the multinational usually eliminates these small competitors by negotiating directly with their suppliers and offering the same products for a lower price.
It is in this sense that Google could work as a platform to trade with small and large companies, covering a niche market alienated by Amazon.
In addition, Google has also worked with advertisers to improve ad functionality and improve revenue in this sector.
To do this, the company has incorporated “images of purchase” in the ads, in which the user can click and buy the product directly through the advertising on the web.
These modifications could be extremely positive for the growth of Google. However, the coming months will be crucial to understand how the company addresses this commitment to eCommerce after being fined with more than one billion euros for unfair competition.