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Google Shopping Insights 2019

Google Shopping Insights 2019

Amazon is set to make inroads into Google’s dominance of search marketing with their shopping ads and overall eCommerce & Shopping experience. eMarketer published research in October 2019 predicting that Amazon would be the only major player to see US search advertising revenue grow in the next few years. The research group said the majority of product searches in the US now start on Amazon, not on Google.

Google has released new behavioural insights ecommerce report into 2019 holiday shoppers, with tips on how to sell to US consumers.

According to Google’s data, mobile searches for “best deals” have grown by 90%. So it should come as no surprise that the #1 factor when consumers decide where to buy is whichever retailer has the lowest price.

It’s also interesting to note that searches around “rewards apps” and “Black Friday deals” are up 200% this year. Although consumers are getting their shopping started before Black Friday hits – 37% of holiday shopping has been completed before the week of Black Friday and Cyber Monday.

Most Important eCommerce Conversion Factors

Here’s what influences UK consumers most so that you can create your ecommerce marketing strategy appropriately:

eCommerce Hard Goods trends

Hard goods are:

  • Electronics
  • Appliances
  • Sporting Equipment
  • Toys
  • Tools
  • Auto Parts

These factors were found to be most influential for UK consumers for hard goods such as:

  • Lowest price for item
  • Free shipping
  • Sale, discount, or promo
  • Product availability
  • Product specs (like, battery life)
  • Customer item reviews
  • Fast delivery
  • Estimated delivery date and time
  • Cross-store price comparison

These factors were found to be least influential for UK consumers for hard goods:

  • Popularity on social media
  • Easily share item w/ family and friends to get their opinion
  • Ability to chat with merchant
  • How to use video
  • Non-credit card payments
  • Loyalty rewards program
  • Reviews from family/friend
  • Warranty available
  • Brand/company based in-country
  • Customer store reviews
  • Store bought from before
  • Brand bought before
  • Easy returns
  • High-rated customer service

eCommerce Soft Goods trends

Soft goods are:

  • Clothes
  • Shoes
  • Home decor
  • linens
  • Towels
  • Jewelry
  • Watches
 What influences British consumers when deciding to buy online? - Insights by Google
What influences British consumers when deciding to buy online? – Insights by Google

These factors were found to be most influential for UK consumers for soft goods:

  • Sale, discount, or promo
  • Lowest price for item
  • Free shipping
  • Selection of colors and sizes
  • Product availability
  • Size chart or dimensions
  • Fast delivery
  • Customer item reviews
  • Easy returns
  • Estimated delivery date and time
  • Brand bought before

These factors were found to be least influential for UK consumers for soft goods:

  • Popularity on social media
  • Easily share item w/ family and friends to get their opinion
  • Non-credit card payments
  • Ability to chat with merchant
  • Reviews from family/friend
  • Pictures from other customers
  • Loyalty rewards program
  • Brand/company based in-country
  • Pictures with other products
  • High-rated customer service
  • Customer store reviews
  • Store bought from before
  • Cross-store price comparison

eCommerce

For example, highlighting the fact that you offer lower prices than competitors is more important than emphasizing you’re a US-based company. As Google says, “When you can beat the competition, make sure you show it.”

Above all, Google recommends aiming for fast and free shipping when selling to US consumers. Consumers in the US are much more interested in fast shipping times than in-store pickup.