1. Someone needs to really define what "owning the customer" means. It is a concept thrown around a lot. But I still can't figure out what it really means.
2. If we remove all those costs from the stack, vendors should be happy. And if we remove all that friction from the purchasing funnel customers will be happy. We've noticed that the more friction is removed the more people are willing to spend.
3. It will change the traffic to websites - but it will just make each conversion more valuable. The big risk here is how much Google will increase the cost per click, they stand to pick up the slack in the stack.
Intent capture is where value resides and Google has always done well capturing and extracting value from it. In the past that happened via cost per click ads. Any guesses for what the business model will be going forward?
Super interesting to see how this plays out
agree! And lots of open questions still. We're going to explore more in upcoming pieces.
Some thoughts on Google's Agentic Shopping:
1. Someone needs to really define what "owning the customer" means. It is a concept thrown around a lot. But I still can't figure out what it really means.
2. If we remove all those costs from the stack, vendors should be happy. And if we remove all that friction from the purchasing funnel customers will be happy. We've noticed that the more friction is removed the more people are willing to spend.
3. It will change the traffic to websites - but it will just make each conversion more valuable. The big risk here is how much Google will increase the cost per click, they stand to pick up the slack in the stack.
Intent capture is where value resides and Google has always done well capturing and extracting value from it. In the past that happened via cost per click ads. Any guesses for what the business model will be going forward?