Searching for an improved online shopping experience? Google has a new plan

Google offered this example of how an online store using Google Commerce Search could look, with searchable products sortable by category, color, size or price. Credit: Google.

Just in time for the holidays, Google Inc. took the wraps off a new business, one designed to help big online retailers make their websites easier to search.

With Google Commerce Search -- a service that will cost retailers $50,000 or more for an annual subscription -- the Internet giant will set up a search function on an online retailer's website, which Google says will dramatically improve user experience and drive sales. The product represents a challenge to Google's archrival Microsoft Corp., as well as to Oracle Corp., Endeca Technologies Inc. and other firms that run retailers' websites.

The main selling points are that everything that has made Google a dominant company -- vast computing resources, algorithms that provide right results, and even the ability to fix your typos and find what you're looking for -- will help people navigate clunky retail websites that cause a major stumbling block to sales.

"Search was the most important aspect of an e-commerce experience," said Nitin Mangtani, a lead product manager at Google. People go to a website looking to buy, say, a laptop, and they search the site for the item they want. "If the users are able to find that laptop easily, they are more likely to buy the product," Mangtani said. "If it takes them eight to 10 seconds, and they can't find it easily, they leave the website."

Whereas people have high expectations, websites weren't delivering, so Google saw an opportunity, the company said.

Search engine analyst Greg Sterling said...

... that when Google rolls out new ventures, they typically work for the company on several levels, and this sounds like it's no exception.

It gives the company a toehold into software for big business, which it has been trying to do for awhile. The new service helps Google diversify its revenue base. Despite Google's many sidelines, such as YouTube and desktop applications, its main source of income remains search advertising. And it could give the company more data about consumer behavior, something Google always craves. "Google has always got multiple angles that they’re working," Sterling said.

But Google has to be careful, Sterling warned, because of some companies' growing fear that Google is becoming too powerful. "With every product Google rolls out now, they have this other burden: the shadow that they cast, the big footprint, their dominance in the market," Sterling said. "I don't know how merchants will react. Some may be cautious because they don’t want to be dependent on Google because of this concern."

Google has already dipped its toe in the online retail world with something called Google Product Search. That's free to companies who give Google the data about what they're selling so that Google can serve it up in a neat package on its own search page. If you've ever searched for a product and seen a box that says "shopping results" for the item you sought, that's Google Product Search. Google Commerce Search basically takes that formula to the next level, putting it on a company's site -- without the Google name or Google ads.

-- Dan Fost

Comments

[John Andrews]

Google has demonstrated great success as a web search engine. However, they have historically struggled to develop a search application that meets the more specialized requirements of eCommerce organizations. Google's Commerce Search may be an interesting option for small websites doing less than $5 million in online sales, who don't wish to have great control over their online search experience. However, it will create challenges for larger eCommerce companies that differentiate based on their website experience, and see significant revenue opportunities in giving business users (marketing, merchandising, etc.) control to innovate and adjust the online experience.

My company, Endeca, understands the opportunity for eCommerce companies to increase natural search traffic, conversion rates, orders sizes, and gross margins based on their online experience, with search technology as the foundation. The Endeca Commerce Suite solution was developed specifically for the eCommerce market, incorporating over nine years of product development and input from over 500 customers. Our capabilities and technology are why 44 out of the top 100 Internet retailers are Endeca clients today.

John Andrews, vice president, solutions marketing & product management, Endeca

http://www.endeca.com/solutions-retail.htm

[Shaun Ryan]

I haven't been very impressed with the relevance of the example sites that are using the Google Commerce Search. Try searching for tshirt on the Google Store or "pink shoes" on betterwalking.com. I have details with screenshots on our blog: http://www.sli-systems.com/blog/2009/11/google-commerce-search-a-critique.html. We have a competing on demand ecommerce search product so don't take my word for it. Try a few searches yourself and let me know what you think.

[Yossi Hermush]

Nobody expects a “1.0” to provide the same coverage as do products that are out there 5, 6, 8 or more years. However, a newcomer has the advantage of bringing a new point of view and learning from other people’s mistakes. This is why we at Celebros (www.celebros.com) are not quick to judge but rather look to learn.

For clients looking to make an immediate investment the choice is clear. Celebros products and services provide a complete answer to your needs and are proven through numerous deployments. In the longer run however – clients are looking at Google’s doings with interest and so are we!

Yossi Hermush
VP Marketing, Celebros (www.celebros.com)

[Bes]

Another website that has seen this opportunity is onewayshopping.com ( http://www.onewayshopping.com) . The site has invested a lot on improving user experience. Very interesting to see how merchants will react.