Google’s latest experiment is a video shopping platform that enables consumers to learn about new products in less than 90 seconds. The company starts today Shoploop, a project from Google’s internal research and development department, Area 120, in which new ideas are tested with a public user base.
Shoploop’s founder, Lax Poojary, had previously worked on the online travel planner Touring Bird, also in Area 120. Last year, this effort was one of the few R&D projects to be completed and become part of Google itself.
According to Poojary, his new idea for interactive shopping was inspired by how consumers today combine a combination of social media and e-commerce websites when they think about shopping. For example, users switch between a social media app like Instagram, then go to YouTube to see a tutorial or demo, and then – if they like what they saw – actually make a purchase.
Video shopping is of course not a new idea. A number of startups and even large companies have already introduced a combination of video and retail.
For example, Amazon operates a livestreaming platform, Amazon Live, on its retail website. YouTube launched a new, buyable ad format this year and places products for purchase under videos. Facebook has also made live shopping possible made an acquisition in this area in 2019. Instagram now also has its own shop target.
There are also a number of mobile shopping startups that have opted for video, like Dote, which raised $ 12 million last year. Popshop Live raised $ 3 million in January. NTWRK combines shopping and live events. Depop sold with photos and videos, similar to Instagram. There is also Yeay Rotateand other apps. And there are startups that focus on it Provision Technology for brands and influencers who are involved in this area, such as Bambuser, MikMak, and Buywith, to name a few.
That means Shoploop has not discovered a new, undeveloped trend. It just participates.
The shopping experience on Shoploop is interactive. Users don’t just scroll through images and text, but instead watch videos where developers show things like Nail stickers, Hair products or form. The team says it starts with products in categories like makeup, skin care, hair and nails, and works with developers, publishers, and shopkeepers in this market to get the app’s content.
The experience is similar to watching YouTube tutorials, but is reduced to the best. (Or maybe it is more like TikTok in this case.) The demos should be assignable and give consumers a feel for the brands and products in real life. When consumers find a product they like, they can save it for later or click on the retailer’s website to complete the purchase. With the app, you can also follow your favorite Shoploop creators and share videos with friends and family.
Such a product could prove important for Google’s bigger shopping mission if it gains traction. In response to Amazon’s growing ad business, Google has recently redesigned and moved its shopping industry to include mostly free listings. It could be beneficial for the internet giant to find more ways to engage online consumers, and it could Video slash influenceThe fueled shopping experience particularly appeals to a younger population.