Can Google escape their search reliance?
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This might be the beginning of the end for Google.?
I know that sounds very Daily Mail, but hear me out. They're not going to die. It's worse. They are becoming "just another tech company".?
Once the industry darlings for their Moonshot thinking and the 20% "free time" Projects for their team, last month they announced that they would be spinning off their Moonshot X projects to private companies so they can focus on making profitable core products.?
So, what is Google's core product today? The obvious answer is search. However, it's a slippery base.
Last month, Google's global search share was 90.8%. Extremely dominant. However, this share has been declining month on month since May 2023, when it was 93.11%. Share isn't the worrying bit. Gartner predicts overall search volumes will drop 25% by 2026 due to AI chatbots - and, dare I say it, the rise of alternative search channels such as TikTok and Amazon. Google's market share is declining and shrinking.?
?Today, Google's search ads represent 57% of their $307b revenue. So if not search, what will be the core??
YouTube is a big earner ($32b) but is no longer the video default, with TikTok and Insta doubling down on long and short-form video. Google's devices with the Pixel and Chromebook showed promise but have never got to Apple-type adoption. Google's cloud and productivity services were making headway until a resurgence from Microsoft. Google's Gemini is putting up a fight in AI but facing setbacks with data accuracy and biases - and let's not mention Bard. Even Waymo, their driverless cars, are showing promise but aren't exactly leaders in the field. Gmail and Chrome remain category leaders but are far from cash cows.?
Every other Google revenue source outside of search has major competitors specialising in their offshoot product. Strategically, it's not a fun place to be.
?Will Google blow up overnight? No (they'd do it incognito if anything). But they risk becoming "another tech company" - one of founding stories of a Silicon Valley industry that failed to keep up. I hope they rediscover their magic. Don't force me to use Office again.?
Cheers?
Bushy
ECOMMERCE NEWS
?? The new Arktic Fox report was enough to make me scream into a burrow. It's a great report but alarming. In a survey of 250 marketing, digital and ecom professionals, "enhancing the employee experience" was the lowest of 16 business priorities. Only 4% prioritise it. Customer data is apparently 10x more important. Interestingly, the most significant barrier to implementing transformation was because "our team lacks the capability and skills". AHHHHHHHHHHHHHHH!!!!!
?? Apple has taken the throne from PayPal as the preferred mobile wallet payment. In the latest PYMNTS Intelligence Survey, Apple Pay was used by 5.5% of customers in the last 30 days, while PayPal dropped to 3.6%. Apply Pay is a non-negotiable option on your mobile checkout now.?
???? Shaking off the first story here... A massive shout out to two inspiring female leaders in ecom who are enabling the next generation. The Kip&Co team have partnered with Global Sisters to deliver a three month program for four women and Kelly Jamieson from Edible Blooms is supporting women-led SA businesses with the Fearless Innovator Grant Program. Love it.
?? I have been loving following Mike Angell's journey into the criminally underpaid world of food delivery. Yes, he has actually been delivering on his bike. The big reveal came this week - Eats: a plugin that makes Shopify usable for restaurants and fast-food.
??? Remember Mailchimp? They're back and loud. They've launched their From: Here, To: There (FHTT) conference in July starring Seth Godin, Janine Ellis and Hamish Blake. No word on whether he'll be hubblin.??
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CAMPUS PRODUCT DEMO
Fresh off the back of one of our?most popular podcast episodes with Sonia Friedrich, we took Sonia up on her offer to give us a walk-through of the?Behamics platform which applies customer nudges to increase conversion and basket size.
Sonia will be joined by Behamics founder and CEO, Dr Thilo Pfrang?from Switzerland to show us:?
Register now to join us live for this special demo!?
??? Thurs 13th June
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?? 3-4pm
??? FREE for CAMPUS members
ECOMMERCE CONSULTING & ADVISORY
I don't plug this too often but I have openings coming up for ecommerce consulting, coaching and advisory. Some ways I can help:?
From the 3rd July (when I return from Japan - woohoo!) I will be available for full day consulting on Tuesdays and Thursdays with remote team coaching and Pick My Brain' sessions throughout the week. Email me to reserve time.?
NEW PODCAST DROPS
Digital & Ecommerce Manager @ VRG GRL Bianca thought she would get away with just being on an Ecommerce Social but she was so good that we had to have her back for a full episode!?
Director @ waterdrop Australia From Chinese foot patches to anti-spam measures to standing against fast fashion, I fear that this conversation with Cat made me a better person.?
COMING UP IN CAMPUS
CAMPUS is Add To Cart's online learning community for ecommerce professionals. Have you registered yet? It's free to join.??
13th June: Behamics Product Demo with Sonia Friedrich & Dr Thilo Pfrang
14th June: June Friday Drinks?
18th June: Humii Product Demo with Mareile Osthus
5th July: July Friday Drinks
That's it for this week! I'd love to hear from you. Feel free to reply to this email or contact me on LinkedIn.?
Nathan Bush is an Australian ecommerce coach and strategic advisor for Australian retail brands. You can 'Pick His Brains' here.