The Next Wave of E-CommerceBlueport.com

Blueport Commerce Reaction:   Been there, done that… (since 2001).

In March, Google announced its plans to move into yet another new area – local inventory search. Through a new deal with Best Buy, Sears, Williams Sonoma, Pottery Barn and the Vitamin Shoppe, Google will begin experimenting with localized search for inventory at brick and mortar retailers. Using the system, a consumer could search for a specific item and in theory find the store closest to their location with the item in stock. 

Perhaps the most interesting part of Google’s strategy is that rather than waiting for retailers to have their own online local inventory strategy in place and then making it searchable, (a more typical model, where a search engine helps consumers find data) the company is developing its own system in conjunction with these retailers (in effect, trying to create data).

This new ground for search is causing some growing pains for Google, as their retailers have not uploaded full inventory lists, making the system inaccurate.  According to StoreFront BackTalk’s Evan Schuman, Google’s inventory search also forces users to select specific models, rather than allowing searches for broader product categories. Customers may know model numbers for some products, but for many categories, consumers may not have a clue as to the model number they are looking for (home furnishings?  flooring?).  And finally, let’s face it – so far, few retailers keep track of their local inventory online, making it extremely difficult to provide accurate local search results.

It’s clear that a system like this has tremendous potential.  And, Google’s interest reinforces to a key fact - when it comes to big-ticket retail online, localization is crucial.  Most cross-channel shopping is for big ticket items.   To sell these items, you need a great local online presence, seamlessly linking your website, local inventory, and stores.

In time, Google will likely work out the kinks.  In the meantime, Blueport Commerce already provides its customers with websites with that provide fast, accurate, local inventory search as part of the company’s core localization strategy.   We’ll continue to look to Google to help consumers find our customers’ great, localized shopping experiences, but we’ll take care of building them ourselves.