(image credit/Pixabay/Simon)BigCommerce has launched Ads and Listings on Google through a new native app. The app enables small to medium-sized BigCommerce merchants in the US to connect their store to the Google Merchant Centre and add products for free. Merchants can also take advantage of Google Ads campaigns to reach more customers. BigCommerce says it enables brands to uncover performance insights and trends, ensuring a consistent brand experience.

(credit image/LinkedIn/Sharon Gee)
Sharon Gee, vice president and general manager of omnichannel at BigCommerce.

Ads and Listings on Google is a logical next step for omnichannel merchants to further reach and attract new customers. Merchants increasingly rely on Google’s shopping capabilities to drive traffic and growth,” said Sharon Gee, vice president and general manager of omnichannel at BigCommerce. “As more retailers enter the eCommerce landscape, the more crowded it will be for them to reach the right shoppers across the channels they’re searching in. Ads and Listings on Google gives merchants an advantage to get discovered without ever having to leave their BigCommerce store.

Deepening BigCommerce’s relationship with Google

The launch of Ads and Listings on Google further deepens BigCommerce’s relationship with Google. The company has joined the roster of native applications that help merchants navigate, centralise, track and analyse their store data. Google BigQuery, Google Data Studio and Google Analytics, can be utilised via BigCommerce’s Big Open Data Solutions. As a result, merchants can attract new customers, create personalised shopping experiences, optimise business operations and drive revenue growth.

On average, Google sees an increase in clicks of over 50% and in impressions of over 100% on the Shopping tab when free listings and ads are combined. Small to medium-sized merchants see the largest share of increases in both instances1.

Engaging customers

Merchants of all sizes are finding they need to directly connect and engage with a new generation of online consumers. Customers who expect brands to be authentic and deliver real value no matter where they are selling their product. Commerce is no longer a transactional experience, it’s relationship based.  We are working to directly connect shoppers to merchants,” said Adrian Maharaj, Google director of channel partnerships. “By working with partners like BigCommerce, we are able to give even more merchants a way to easily get discovered. So they can connect directly with shoppers.”

Merchants can directly access the Ads and Listings on Google app via the BigCommerce Channel Manager. This creates a one-stop-shop experience to upload products, produce paid ad campaigns, generate reports to track and monitor shopper activities.

Key benefits include:

  • Manage product catalogue from a single location. Merchants can upload product listings, create paid campaigns and track and analyse performance all from within their BigCommerce store. Any changes will automatically sync to Google, ensuring a consistent brand experience across all Google channels.
  • Reach new audiences and drive traffic. Merchants can connect with the right shoppers at the right moment when they’re searching for products. This could be using Google Search, YouTube, Gmail and the web to further extend customer reach.
  • Gain more insights. In Google’s merchant centre, merchants can measure the impact of every sale. The centre also show products to most valuable customers to better maximise marketing efforts.

The Ads and Listings on Google app is now available to all small to mid-sized BigCommerce merchants and currently supports USD currency with international currencies soon to follow.

Enterprise Times: What this means for business

It all makes good sense. Small and medium-sized enterprises struggle to get noticed. Online advertising spend is dominated by the big brands who have the pounds, dollars and euros to infiltrate digital channels. Hence the tie-up between BigCommerce and Google is an interesting one. The partnership enables SME merchants to automatically upload and sync products in their BigCommerce store to the Google Merchant Centre. Thereby further reaching and attracting new online shoppers. A simple idea and hopefully an effective one that supports SME’s in their continued battle for survival.

2021 continues to be a busy year for BigCommerce. It formed a strategic partnership with the CMA CGM Group and NewOxatis. The partnership aims to support NewOxatis’ merchants to build digital storefronts supported by BigCommerce. Recently the company added Sezzle’s buy now pay later service on it’s platform. BigCommerce also plans to extend its European base from the UK, into the Netherlands, France and Italy.




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