Google has announced new Shopping Actions partnerships with Nike, Best Buy and Sephora that allow shoppers to search and shop for tens of thousands of products, just in time for the holidays.
The retailers join hundreds of other merchants already in the program, a sevenfold increase since it was launched. In fact, a recent study shows that Google is the first place U.S. shoppers go to discover or find a new brand or product. With Shopping Actions, consumers can easily browse and buy using a universal cart that works across Search, the Google Assistant and Google Express.
Nike is the first brand from the footwear and apparel industry to join Shopping Actions.
“We’re excited to partner with Google and together deliver premium Nike content and inspiring experiences to consumers. We’ll enable frictionless discovery and purchase of Nike products across Google’s ecosystem and elevate the consumer experience with direct access to Nike products, and additional benefits when they add their NikePlus membership at checkout,” Eric Wood, VP of digital partnerships for Nike, said in a blog post.
Best Buy’s products are also now available on Google Express, so shoppers can ask the Google Assistant to check store hours and order status, or even place an order.
“We’re committed to enriching lives with technology, and part of that means giving people the tools they need to research and buy in stores, online and at home. This partnership lets our customers explore the latest tech in a whole new way,” said Allison Peterson, president of eCommerce for Best Buy.
This is the latest way Google is looking to drive holiday sales. Last year, the company expanded its mobile shopping experience, including showing buying guides for broad categories and adding more information for specific product searches.
“When you search for a specific product, Google.com now shows you other helpful information, like related items, and allows you to compare reviews, prices and other specs, side by side,” wrote Google Product Management Director for Google Shopping Jennifer Liu at the time.