Google to add Square sellers’ direct product listings on search, shopping platforms

Dive Brief:

• With online ever more important for small businesses, Square and Google unveiled a new integration with the Google Merchant Center to help Square merchants to find new customers through the search engine’s direct product listings, according to a Thursday press release. 

• Merchants using Square for Retail can now add their product catalog to Google’s search, shopping tab, images and maps features, as well as YouTube. Customers can then click on the listings and buy products directly from sellers’ online stores.

• This initiative marks the first integration driven by the Stitch Labs team, an operations management platform for scaling brands that Square acquired last year, per the announcement. 

Dive Insight:

Square’s integration with Google is meant to help consumers seamlessly shop with small businesses and is part of Square’s overall efforts to provide useful features for merchants on its platform. 

The Square partnership follows the expansion of a similar collaboration the search giant has with Shopify in May. As part of the deal, Google simplified how Shopify merchants could get their products showcased on Google’s mobile-first browsing features.

Google has been expanding its shopping platform through additional partnerships with WooCommerce and GoDaddy, according to a Thursday announcement. Merchants from these sites will also be able to integrate their product offerings with Google’s features.

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