Do not expect Google to compete with Amazon in e-commerce anytime soon


Sundar Pichai, CEO of Alphabet Inc., gestures as he speaks during a discussion on artificial intelligence at the European Economic Think Tank in Bruegel, Brussels, Belgium, on Monday, January 20, 2020. Pichai called on the United States and the European Union to coordinate regulatory approaches to artificial intelligence and calls their adaptation critical.

Geert Vanden Wijngaert | Bloomberg | Getty Images

For almost as long as Googlehas been a listed company, it has tried various e-commerce initiatives that for the most part have not made much progress. This makes the leaders’ recent push difficult to buy, but impossible to ignore.

The complications surrounding Google’s history of failed e-commerce attempts became more prominent in 2020, as it could not capture the market when it needed it most. But experts say there is still hope that the search giant and its liquidity will gain some traction. What it needs is a plan firm enough to survive its past failures.

“As leaders in space get bigger and bigger, the harder it gets for Google to compete with them,” said e-commerce analyst Juozas Kaziukėnas. “It would require a massive change in the way we [shop] and it’s just unclear what it will do to become a serious player in shopping. They seem to be shooting for a few different ideas, but there is no master plan for what they will be when it comes to trading. “

On the table are millions of dollars and a long-term ability to roll in buyers beyond the pandemic and in an accelerated time frame.

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