Google – ecommerce enabler, not marketplace

Through it’s existence Google has tried several times to tred the steps of becoming a marketplace. It has never followed through though. Instead it kept it’s focus on being an e-commerce enabler (and does very well at it of course):

Photo by Pawel Czerwinski

“After zigzagging for a few years, Google went back to enabling shopping without having to become a shopping destination. It’s not a competitor to Amazon or any other retailer; however, it competes for shopping attention with all of them. It appears to have given up on businesses selling on Google or shoppers buying on Google – all it wants is for shoppers to start their shopping journey on Google. Because when they do, it has enough shopping sites indexed and willing to buy ads to offer relevant results and monetize them through ads.” – MarketPlace Pulse, Aug, 19 2021

For a nice insight on the steps Google has taken in the years to become a marketplace, read the following article of MarketPlace Pulse: Google Promised a Marketplace but Then Gave Up – Marketplace Pulse