Google has announced a new shopping platform called Shoploop that allows influencers a new place to sell their products. In a company blog post google explains how new platform streamlines online shopping through influencers.
Shoploop aims to end switching between YouTube, social media apps and online shopping in order to buy products through influences. The Shoploop platform instead allows influencers to promote products and users to find reviews as well as purchase all in one place.
Shoploop platform to streamline online shopping
Instead of scrolling through static images and reading reviews, Shoploop will have many short clips for users to experience products. Google says the platform allows users to experience “shopping for in real life without going to a physical store”.
The idea here is to see relatable reviews and product exhibitions whilst online in one place. Once a product interests you, one is able to either save it or click straight through to the merchant’s website. This is where the concept of streamlining the process comes in.
Shoploop also has a more social aspect which allows you to follow your favourite creators. You can also share products and creators with friends and family.
In the short term, Google is focussed on creators and store owners in the beauty industry. The aim is to provide a platform that exploits the already heavy focus on watching reviews and example videos by putting them all in one place and streamlining the purchasing process.
Shoploop gives influences another selling platform
Engadget has reported that the idea for this platform first came about because of Lax Poojary, founder of Google’s experimental workshop Area 120. He saw a woman switching between apps on her phone whilst on the New York Subway.
It turns out she seen a social media post about a makeup product. She then looked for a review on the product then had to find somewhere to buy it. Poojary thought this was too complex and long-winded a process so set about a way that made things easier.
Facebook and Instagram have recently tried to expand their online shopping capability. Instagram used a lot by beauty influencers and it looks like Google is trying to tap into this market.
Google first launched a shopping platform back in 2019 and this seems to be another iteration of its focus in this area. Given how much online shopping has increased during the Covid-19 pandemic more focus on streamlined online shopping could be an intelligent move.
However, this is still quite a bold move and will only work if it gains significant traction with buyers as well as influencers. Time will tell if it is a successful move and it will be interesting to see how it develops.