What is Google Express and Shopping Actions?

Sell on Google's online shopping mall and increase your brand exposure

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Shopping Actions

Shopping Actions, officially announced in March of this year, has essentially taken the place of the now retired Purchases on Google program.

For consumers, Shopping Actions seeks to create a far more seamless purchase journey between Google Search (Shopping too!), and even through Google Assistant such as on Google Home devices.

Essentially, shoppers can levy the various Google products and platforms to make online purchasing quicker and easier.

For retailers, Shopping Actions presents an opportunity for increased product exposure and the potential for increased sales. This is because, for retailers, Shopping Actions is directly linked to Google Express.

What is Google Express?

In a nutshell, Express is Google’s online marketplace. Some have likened it to an online shopping “mall.”

Think Amazon, but not, because its Google.

Express features less than 100 retailers including big brands such as Walmart, Target, Lowes, and even major forces in the grocery space such as Stop & Shop.

Shoppers can peruse wares, create shopping lists, and purchase all in one place. It’s also connected to one’s Google account and stores helpful settings such as payment methods and previous order history.

Selling on Google Express

Google has monetized Express by employing a pay-to-play model which is vastly different than what most retailers are used to.

Express is not like Google Shopping where retailers advertise their products and thus pay (at least most commonly) a cost per click on their product ads which is all run through Google Ads.

Instead, participating retailers are charged a category-specific commission at time of purchase, referred to more commonly as pay-per-sale model.

Essentially, at time of purchase, Google levies a cut of the sale from the retailer/brand the product or products were actually purchased from.