Sellers using the Buy on Google checkout experience will no longer have to pay commission fees, and the platform is being opened up to third-party providers, the company said Thursday.

This follows April’s move to provide free product listings in the Google Shopping tab for merchants affected by the coronavirus pandemic, and a similar move in June involving its search results page.

President of commerce Bill Ready said in a blog post that while retailers have multiple options from Google to drive traffic to their websites, Buy on Google gives them a convenient way for people to purchase items as they discover them, adding, “By removing our commission fees, we’re lowering the cost of doing business and making it even easier for retailers of all sizes to sell directly on Google, starting with a pilot that we’ll expand to all eligible sellers in the U.S. over the coming months.”

Ready said Google has heard from retailers that they want the ability to choose their preferred services for activities such as inventory, order management and payment processing, so Google is opening its platform to more digital commerce providers, starting with inventory and order management from Shopify and payment processing from PayPal and Shopify.

He wrote, “So, if a retailer wants to sell directly on Google, they can get started even faster and continue using the tools and services that already work for their business. Or, if they’re new to selling online, they’ll be able to choose from multiple options when they sign up in our Merchant Center.”

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Google will also enable commonly used product feed formats to enable retailers to connect their inventory to the platform and sell directly without having to reformat data, and Ready said retailers now have the option of adding product information, such as images or technical specifications, by pulling them from Google’s existing database, rather than having to upload it themselves.

Finally, Google will add a small business filter to the Google Shopping tab, and the company plans to continue adding features to help small and midsized businesses on its platform.

Everything Google revealed Thursday will initially roll out in the U.S., with plans to take the features global later this year and into 2021, and Ready concluded, “While we still have much work ahead of us, our goal is to make digital commerce more accessible for retailers of all sizes all around the world, giving consumers more choice and more ways to find the best products, stores and prices.”



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