It is no secret that Google has strong control over the online shopping market. From its Shopping in Search section, and its large advertising network, to numerous product reviews on YouTube, the company has become a staple of online consumerism. And now the company wants to capitalize on its dominance in the market with a new purchasing application.
Enter Shoploop, a video shopping platform to discover, evaluate, and purchase products, all in one place. It’s basically like a social media platform based on product reviews and affiliate links. Users will be able to save products for later viewing, or simply follow the creators for more content.
Google says the Shoploop idea came after its research showed that people often follow a very specific path to buying products. Once they find something that catches their eye, they often search for real people’s opinions on other platforms like YouTube, and then return to an online store to complete the purchase.
So the Big G decided to combine all of these aspects into a unified experience.
That said, the new approach raises some additional questions.
While affiliate engagement is already deeply embedded in the review industry, the focus generally focuses on good content There may be a promoted product in those videos, but the content itself is the product. Shoploop seems to reverse that dynamic, putting the emphasis once again on discovering and buying products, and leaving the entertainment part of the background.
In my view, Shoploop is almost like a telemarketing channel for beauty influencers, with a bit of entertainment.
At launch, the app will primarily focus on “categories like makeup, skincare, hair and nails.” Google is also limiting access to online content creators, publishers, and store owners only, but if you fit that description, you can apply to be an exclusive creator by clicking here.
At the moment, Shoploop seems to be spreading exclusively to select markets: I couldn’t access it in Amsterdam, where I am located, but that shouldn’t be a problem for American netizens. Oh, it also seems like the app only works on mobile devices for now, so be sure to check it out from your phone.
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