How Google is pitching retailers as it looks to grow its commerce business
It’s also been adding more merchants to its marketplace over the past year. According to e-commerce research firm Marketplace Pulse 1,450 retailers are now on Google Express, up from 27 two years ago.
The rebrand has proven too late for some retailers. Sephora, which started selling on Google Express in October, stopped selling on the platform in April, according to Marketplace Pulse. A Sephora representative confirmed in an email that the company stopped selling on Google Express, but the company declined to comment as to why. According to Marketplace Pulse, Walmart, PetSmart, Whole Foods, Kohl’s, Walgreens, Home Depot and Bed Bath & Beyond also all stopped selling on Google Express within the past six months. It leaves a gap in Google’s marketplace as these retailers work on building out their own marketplaces and e-commerce businesses, but make room for Google to focus on the small- and medium-sized businesses that have helped fuel other platforms like Shopify and Amazon.