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Google Express: Is This Just Google's Version Of Amazon?

Launched initially 6 years ago Google Express has gone relatively unnoticed. Few have used it, and even less have heard of it. At first glance, it appears to be a lot like Amazon, but there are some distinct differences.

Is Google Trying To Compete With Amazon?

Yes and no. While at first glance Google Express appears to look a lot like Amazon, it is different. For close comparison, it’s more like eBay. With Google Express you can buy products from multiple retailers in one checkout (like Amazon), but once the order is completed the individual retailers you bought from take over the order. The vast majority of items purchased on Amazon ship directly from an Amazon warehouse and are delivery by Amazon. With Google Express, if you are buying an item from Target, you pay Google, but Target packages and ships the item to you.

What is Google Express?

When Google Express launched 6 years ago the eCommerce landscape was completely different than today. Amazon was growing rapidly, and most major brick and mortar stores had not even begun to know how to compete. Google Express initially launched in the San Francisco Bay area only on a free trial basis with plans to become a yearly membership program (like Amazon Prime). Products were picked up directly from stores like Target, Home Depot & Walmart and delivered to your home by Google.

Over the next 4 years, Google Express tested different methods and programs. At this point, more than 90% of the United States could use the program. Google partnered with local retailers and with a $95 membership fee you would get free delivery. At this time Walmart joined forces with Google significantly increasing the number of products you could purchase with Google Express. At the time Walmart was after the voice purchase part of Google Express using Google home devices. Fast forward two years Walmart has finally become someone to compete in eCommerce, and they pulled out of Google Express to focus on their own program.

Today anyone in the United States can order off Google Express, and the program has opened up to more local retailers. See the full list here.

Why Use Google Express?

Google Express offers a clean, simple checkout where you can purchase directly from the retail partners, but in one purchase. No need to place multiple orders at once or create multiple accounts with the various retailers. What’s great for the retailers, unlike Amazon, is that they continue to own the customer once the purchase is completed.

For lesser known retailers, Google is there to back the purchase. Retailers have to adhere to the minimum return policy required by Google Express and shipping times are monitored.

How Does Google Express Integrate With Google Home?

Here’s the answer to Google’s current long term plan with Google Express. As voice purchasing picks up momentum, Amazon can fulfill ,on the Amazon Alexa device, but Google didn’t have an answer for Google Home. As Google Home continues to grow, it will give Alexa real competition in voice search and product purchasing. Last month Walmart even joined forces back with Google to support Google Home voice purchasing.

Can Anyone List Products On Google Express?

In recent months Google has begun to open Google Express up to more retailers with Google Shopping integrations. Through a platform called Shopping Actions you can apply to be a retailer on Google Express. There are more minimum requirements than Google Shopping as Google plans to keep Google Express a separate program.

If you’re interested in joining Google Express, let us know, and we’ll walk you through the application process.