Can Google take on Amazon in B2B E-Commerce?

Google recently announced a partnership with Wal-Mart to feature the retailer’s items within the voice-activated Google Assistant. Both firms obviously face a shared enemy with Amazon, and they are looking to emulate the Alexa-based voice ordering of Amazon products.

Wal-Mart already participates within the Google Express marketplace, which is Google’s simplistic version of Amazon.com. But this partnership gives consumers a new way to connect to the marketplace.

So, what’s the big deal here? Not much on the surface. But it signals that Google is going to have to get serious in e-commerce. And it’s about time, because Google actually has huge potential in e-commerce. Unfortunately, Google’s performance in that sector, in terms of its ability to monetize its search in new ways (especially in B2B), has been underwhelming, to put it mildly. To understand why, let’s explore the good, the bad and the ugly of Google’s move in a broader context.

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