Google’s online shopping service, Google Express, is shuttering in a few weeks and its features are going to merge with a new version of Google Shopping, according to a report by TechCrunch.
Google said it was going to close the brand and redesign the way it handles online shopping. Google also said it's going to have new advertising options for brands and sellers, as well as adding a universal shopping cart that can traverse through all of Google’s properties, including search, images and brands like YouTube.
Google Express was an attempt by Google to take on Amazon, and create a similar marketplace with top brands and products. But since Google isn’t a retailer or a logistics company, all it did was organize the information in one place. Big brands like Walmart, Target, Best Buy and Walgreens were participating, and people could search through with an app or Google Assistant.
“As we strive to enhance your shopping experience, we’ll be integrating Express into the new Google Shopping over the next few weeks. With Google Shopping, you get the features you know from Google Express — plus even more ways to find the best places and prices to buy, from across the web or locally,” Google said.
“Google Shopping will be available on the web and through the mobile app stores later this month. The Express app will either automatically update to Google Shopping, or you’ll be prompted to download the new app. In the coming weeks, the Google Express website will also be automatically redirected to the new Google Shopping.”
Google Express was available for years but never really caught on in a significant way. And the big name partners it tied itself with, like Target and Walmart, started building out their own online infrastructures, with delivery services or curbside pickup.
Google Shopping will see Google go back to its beginnings in search, and it will be more focused on getting clicks and advertising dollars.