Google launches Universal Cart for multi-retailer shopping

Source: Google. — Image credit: Search Engine Journal

Google launched its Universal Cart feature in the United States on Tuesday, allowing consumers to aggregate items from various retailers into a single online shopping cart via Google Search and the Gemini app.

The new functionality aims to simplify the online shopping experience by centralizing the purchase process, offering notifications for price changes and stock availability, and providing flexible checkout methods.

Customers can complete purchases directly through Google using Google Pay or transfer a pre-filled cart to a participating merchant’s website, according to Google.

Major retailers including Nike, Sephora, Target, Ulta Beauty, Walmart and Wayfair are participating in the program, alongside numerous merchants utilizing the Shopify platform.

The Universal Cart system is built upon Google Wallet technology, which can suggest optimal payment cards and display relevant promotional codes during the checkout process.

Suresh Ganapathy, a Google executive, said the initiative was designed to make online shopping more efficient for users by consolidating disparate retail experiences.

The underlying Cart API supports the creation and transfer of carts to merchant systems but does not currently allow for updates, deletions or synchronization of cart contents once transferred.

For merchants, Google provides a UCP Analytics Reporting dashboard within Merchant Center, which tracks key checkout funnel metrics such as cart transfers and completed purchases.

Google offers two distinct purchase pathways: a ‘Native checkout’ option, where the sale is finalized directly through Google, and a ‘Cart Transfer’ option, which generates a pre-populated cart on the retailer’s own site.

Initial discussions in May had mentioned potential integrations with YouTube and Gmail, as well as features like historical pricing data and loyalty program information, though these were not detailed in the current launch announcement.

Slobodan Manic, another Google representative, emphasized that the universal cart represents a significant step towards a more unified e-commerce ecosystem.

Source: Search Engine Journal