In Mobile Push, ChannelAdvisor Joins with Purchases on Google

ChannelAdvisor Corp., a cloud-based eCommerce company focused on retailers and manufacturing, said Wednesday (July 15) that it is joining with the Purchases on Google program.

Purchases on Google’s pilot program are marked by a mobile-only feature that is tied to listing ads which in turn lets buyers purchase through the Google site. ChannelAdvisor said in a Wednesday release that the program’s mobile feature helps reduce friction during mobile transactions, and also helps improve retailers’ conversion rates.

The company said that eCommerce channels are “uniting with the surge” of buy buttons on social channels, and now also with Google – and by partnering with the latter, ChannelAdvisor said it is helping its customers move to embrace this transactional shift through a push in mobile sales, and also gather customers while at the same time offering them “multiple paths” to competing purchases.

“The distinction between advertising channels and transactional channels is blurring,” ChannelAdvisor Chief Executive Officer David Spitz said in the release. “Purchases on Google is a reflection of the evolving future of eCommerce and the important role of mobile. The goal for online retailers is to be in front of as many shoppers as possible and these transactional product ads should help them do just that.”

Through the Google product listing ad platform, the pricing model will remain cost per click. In terms of process, when a shopper clicks through a product listing ad that displays the “Buy on Google” text on the page, the shopper is then taken to a checkout page that features retailer branded content that is also hosted by Google.

“Our long-standing relationships with industry leaders such as Google enable our team to have enhanced visibility into what’s next for online retail,” Spitz said. “This awareness helps us innovate our platform and forge new ground for our customers. It’s time for retailers to embrace transactional advertising to better position themselves for eCommerce success.”

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