Google YouTube: Trying to Put Sand in Amazon and TikTok Product Search? Yep. Yep. Yep.
July 29, 2022
Most people don’t think too much about the impact of Amazon’s ecommerce search. It mostly works and the savvy shopper knows how to spot a third party reseller scam brand. (You do, don’t you?) Here’s a bit of anecdotal context. Amazon product search has chewed into Google search. In the post-Froogle years, Amazon sold online books. Then Amazon started adding products. With the products came reviews. Some reviews were Fiverr-type service generated but a few — the exact percentage like the number of bogus Twitter accounts — is not known.
People around the world use Amazon ecommerce search to find products, get basic information, and some useful, some misinformation about a particular product.
The impact on the Google has been significant. The number kicked around among my slightly dull research team is a decrease of 30 percent in product search in 2021. How does one know that Amazon has done more to cause pain at the Google than many know? Easy. Google took a former Verity wizard (you remember Verity, right?) and used high school reunion type pressure to get that person to indicate that Google product search was going to get a couple of steroid injections, a tummy tuck, and a butt lift. These are digital enhancements, of course. Google is not a humanoid, despite Google management’s insistence on its sentience.
“YouTube and Shopify Just Started Livestream Selling and You Should Too” explains:
YouTube just announced a partnership with Shopify.
Yep, the company that media luminary and business wizard Scott Gallagher touted for several months on a popular podcast featuring insights and school yard humor. (Was Google won over by Guru Gallagher’s blend of insight and George Carlin thinking?)
The article points out:
Social selling is the shopping experience of the future.
The write up adds a bit of color to what seems like a “next big thing.” Spoiler: It’s not.
My reaction to the write up? The most important point should be that Google is racing (possibly out of control) to find a way to stop the loss of product search clicks. Hence, TikTok me too videos with product endorsements. Hence, a deal with a modern version of Yahoo stores. Hence, a tie up to use Shopify as a war horse.
My view: Too late. Amazon, TikTok, and a handful of other product centric ecommerce services are sitting behind their revenue ramparts. Google doesn’t have the weaponry it did before the erosion became noticeable in 2006. Froogle? Froogle? Long gone. But the spirit of Verity is here to claw back the product search traffic. Exciting.
Stephen E Arnold, July 29, 2022
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