On Tuesday at Google I/O, the company announced that they’re expanding its partnership with Shopify, introducing a new, simplified process that will let Shopify’s 1.7 million merchants feature their products across Google in just a few clicks.

This new collaboration with Shopify will enable merchants to become discoverable to high-intent consumers across Google Search, Shopping, YouTube, Google Images and more.

It is part of an ongoing process by Google to get more eyeballs on its shopping channel. Unlike other “marketplaces,” Google does not charge a transaction fee if a seller buys through one of the Google Shopping listings.

“As we eliminate barriers like fees and improve our technology, we’ve seen a 70% increase in the size of our product catalog and an 80% increase in merchants on our platform.”

“But exactly how do these sellers and their products show up across Google? Search, Shopping, Image Search and YouTube are popular ways for people to research and discover products. Today we announced even more ways to get discovered by people shopping every day.”

Bill Ready, President of Commerce and Payments

In the long term, Google wants to build up the advertising business on Google Shopping, which is to better compete with Amazon, whose digital advertising has grown rapidly on its platform.

This Shopify integration appears to be a significant piece of the puzzle to bring more products and listings on the Google Shopping platform which eventually should lead to more advertising revenue.

Here is a link to Bill Ready’s blogpost on Google explaining what the search giant plans to roll out to help make shopping easier online.

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