Google Continues Ecommerce Focus with Square, Shopify Partnerships

Tech giant Google is continuing a flurry of ecommerce-related deals, most recently announcing partnerships with both Square and Shopify.

For Square’s part, the company introduced an integration with Google Merchant Center that enables sellers to reach customers through product listings on Google. Users of Square for Retail will be able to showcase their products alongside items from other ecommerce stores, helping smaller, independent sellers to find new customers online.

Items from the sellers’ product lines can be added to Google Search, Shopping, Images, Maps and YouTube. Consumers will be able to click the listings to go directly to the merchant’s store to make the purchase.

“Our goal is to help sellers reach new customers,” Alyssa Henry, executive vice president, Square, said in the announcement.

“Online sales have been a significant revenue driver for sellers of all types and sizes over the past year. We’re looking forward to partnering with Google to unlock even more opportunities for retailers as they look toward the future and begin to rebuild.”

Shopify also recently announced the latest development in its own ongoing relationship with Google.

Shop Pay, the company’s online checkout product, will expand to all of its merchants who are selling on Google, the company said. Merchants who use Google’s native checkout flow, Buy on Google, will be able to provide Shop Pay as a checkout option later this year.

“We’ve been partners with Google since 2012, and this expansion of our partnership is yet another reinforcement of Shopify and Google’s shared vision of commerce—that by putting the merchant first, everyone wins,” Kaz Nejatian, VP of merchant services for Shopify, said.

“Shop Pay is a great example of how we’re doing that. It’s 70% faster than a typical checkout, and that means fewer abandoned carts for merchants, and a stellar checkout experience for consumers. Shop Pay has helped consumers track nearly half a billion orders, and we’re excited to bring that functionality to merchants and consumers on Google.”  

These announcements come on the heels of other partnerships with payment companies for Google. At its developer conference, Google announced that Shopify merchants would be able to highlight their products across its properties.

And earlier, the company announced a new collaboration with PF Lightspeed that would enable that company’s merchants to better manage their online presence, including through local inventory ads.