Getting Started With Google Shopping Actions


Google Shopping Actions is a powerful new buying platform integrated with Google’s other products, aimed at capturing buyer data and steering new business to participating merchants. Here’s what to know about how it works for sellers, and how to get an early-adopter advantage.

Some background on Google Shopping Actions

The program first debuted in 2014 and was in development through the past four years. By 2019, it was fully rolled out and open for business. Google Shopping Actions is designed to change the company’s relationship with its merchant partners by creating seamless, fast transactions for their customers for a small transaction fee, and less reliant on its main PPC revenue model via AdWords.

Now you don’t have to pay for ads; Google will just serve up your customer’s orders to you direct from their Google Express Universal Shopping Cart, process the payment, and remit to you, minus their fee. As a data-driven company, Google came to this new revenue model by analyzing its own data.


Google’s strategy: Add more touch points

As Google executives observed customer behavior, they realized people were using Google Search throughout the sales funnel. For example:  

  • Top-of-Funnel: 75% of users were starting their shopping with search engines.
  • Mid-Funnel: There was an 80% YoY increase in web searches with the term “best,” starting in 2013.
  • Bottom-Funnel: Mobile searches with the phrase “where to buy,” grew more than 85% in 2013 & 2014.

Customers turn to Google to start their buyer journey, research the competition, and make a buying decision. With this information, it only makes sense that Google would use its technology to find an additional way to profit beyond basic click ads. This is where Google Shopping Actions comes in.

A cost-per-sale business model closely aligns Google with its advertisers. With a Cost Per Click model like Google Adwords, the search engine constantly encourages retailers to increase their budgets and increase their listings. The premise is, you can make more sales if you’re willing to take a hit to your ROI. However, with the Cost Per Sale (CPS) model, Google only makes money when it sells products. The ROI target remains flat for retailers whether they sell a handful of items or thousands of them. It’s also making the Shopping Actions program act more like a marketplace and less like an ad platform.  

How Google Shopping Actions is working so far

Early results look positive. Google reports that retailers who participate in the Shopping Actions program see an average 30% increase in basket size and lower conversion costs across the board than for brands that just use traditional Google Shopping ads.

Google lists multiple benefits to sellers who wish to get in on Shopping Actions:  

  • Order management 
  • Transaction handling & reporting
  • Multiple payment options
  • Consistent experience
  • 1-click re-ordering
  • Cart-building.
  • Increase loyalty with personalized recommendations
  • Integration with the merchant’s loyalty or points programs
  • Integration with Google’s voice shopping assistant on Google Home

Who is eligible for Google Shopping Actions?

In order to be eligible for the program, merchants must sign up through the interest form and pass several trust, safety and data quality tests run by Shopping Actions with Express team.

Merchants can expect to have immediate approval if they are selling goods in the following categories:

  • Household Supplies
  • Health & Beauty
  • Baby and Toddler
  • Pet Supplies
  • Kitchen & Bath
  • Basic Electronics
  • School & Office Supplies
  • Sporting Goods
  • Toys
  • Basic Apparel
  • Hardware

How to get signed up

Google is looking for early adopters who want to get started on Google Shopping Actions as the function rolls out to customers. The search engine has already seen significant success metrics for the limited number of brands like Target and Ultra who already use the system.

If you are interested in getting started with Google Shopping Actions, fill out the interest form on Google’s support site for your company. The main categories that Google is working with right now are apparel, electronics and media, grocery, health and beauty, and home and garden. More categories are rolling out this year, so check here for the latest updates. 

As a Google Partner, Shopping Feed already has an established relationship to onboard retailers into the platform. If you think you may have issues qualifying, we can help expedite the approval process to add your brand to the search results. 

Shopping Feed is a certified Partner in Google’s Shopping platform, as well as in every major online marketplace worldwide. Our service syndicates product listings on the world’s most powerful marketplaces, syncs and refines inventory data with >11M product tags, and automates order fulfilment.  Contact us for more info: contact@shopping-feed.com  (920) 333 3488