Called “Buy Direct,” the third-party marketplace is integrated with Bing’s existing e-commerce experience, Start Shopping, where consumers can find products and are then directed to a retailer’s website to complete the purchase. Buy Direct will allow shoppers to complete their purchases directly in Bing.
“This is a new product experience that we recently launched with sellers limited to our US customers,” a Bing spokesperson said. Search engine countries. “We will continue to listen to feedback as we explore new ways to serve our customers.”
At the moment a “few hundreds U.S.-based online sellers “would participate in Buy Direct beta test, but source says Business Intern that Microsoft hopes the service will lead $25 million in gross market value (GMV) by fiscal year 2023, which ends June 30, 2023.
The movement follows a trajectory similar to Googlewhich has continuously added new features to place itself at the heart of the online shopping experience, including the recent launch of a new payment flow. The big differentiator is that Google insists that its goal is not to make the actual sale, but rather to support product discovery: “We are indifferent to where the buying journey ends, where this transaction takes place,” Matt Madrigal, vice president and general manager of Merchant Shopping at Google said. Retail Touch Points in a 2021 interview.
Google has a direct purchase feature, Buy on Google, which is similar to what Bing has rolled out, but it’s only a fraction of the more 1 billion Buying sessions Google sees every day, according to Madrigal. Google also attempted to develop a more traditional third-party marketplace in 2019, but seller adoption was slow and the company quickly pivoted. In 2020 it eliminated all commissions and fees, allowing merchants to list their products on Google Shopping, then in 2021 it entered into integration partnerships with a number of major e-commerce enablers including Shopify and Square. The ultimate goal now is to make as many products as possible discoverable directly through Google to grab the attention of the company’s main money-maker: advertising.
Bing’s goal could be similar. Of course, having more sellers and more products on your shopping platform should boost traffic and therefore advertising audiences. But the company’s insistence, expressed to multiple news outlets, that “sellers on Buy Direct do not come from Microsoft Advertising/Shopping campaigns,” combined with rumored GMV goals, makes it seem like Bing is looking for a real item from the online marketplace. tart.
Bing will handle payments made through Buy Direct and will also allow sellers to promote their products through advertising, according to Search engine countries. A source also said Business Intern that Bing thinks it has an advantage over Google when it comes to shopping because its experience lets users manually set their shopping preferences to make search results more relevant. Google’s shopping feature is more algorithm-based, relying on the query itself and search history. Bing represents approximately 25% of the total monthly search volume in the United States, while Google accounts for more than 60%according Comscore.