爲抗衡亞馬遜 谷歌(GOOG.US)嘗試通過電子商務改革贏回廣告用戶
格隆匯9月30日丨據華爾街日報,谷歌週三表示,正在更新產品搜索頁面的外觀和格式,以服裝、配飾和其他物品的圖片爲特色,從而更像一個數字商店,而不是一長串鏈接和文字。
這一變化是谷歌在疫情期間進行的更廣泛改革的一部分,以增加正在起步的電子商務業務的活力。在過去的一年裏,谷歌已經停止要求商家投放廣告來換取其產品在購物搜索結果中列出。該公司還停止收取購物傭金,並與Shopify Inc. (SHOP.US)合作,爲170萬商戶簡化搜索列表。
谷歌正在尋求保護其核心搜索和廣告業務,以抵禦亞馬遜(AMZN.US)的持續侵蝕,以及沃爾瑪(WMT.US)、Target Corp. (TGT.US)和其他已經開始將廣告作爲電子商務業務一部分的公司的競爭。
雖然谷歌在搜索和數字廣告領域廣泛佔據主導地位,但亞馬遜在電子商務領域的領先優勢已使其成爲美國約53%消費品搜索的起點。根據市場研究公司eMarketer的數據,爲了追逐這些點擊量,廣告用戶已經轉移了他們的支出,將亞馬遜在搜索廣告銷售中的份額提升到五分之一,並使谷歌的份額從2019年的61%降至57%。今年上半年,亞馬遜的廣告業務銷售額爲148.2億美元,比上年同期激增82%。谷歌同期的廣告業務總收入是亞馬遜的六倍多,但同比增幅不到50%。
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