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Google Express Is Planning To Rebrand Itself As Google Shopping!

May 16th, 2019

Online shopping provides the easiest and the most reliable shopping experience. Initially, online shoppers faced many issues like online payment, shipping delays, return policy, etc. The trust factor was one of the most prominent issues. Now some of the most trusted suppliers jumped on the bandwagon of online shopping to increase trust. The popular online market leader is Amazon, Alibaba, eBay, and Flipkart. Now the Google is also marching with the trend and ready to serve in the online shopping industry. So in this particular post, we will explain what Google Express is and discuss the rumor of rebranding of Google Express as Google Shopping.

What Is Google Express And Why Google Launched It?

Google recently introduced the brand new Google Express platform for online shopping. Every Google product has some uniqueness along with the simplicity, and Google Express is no exception. Users loved the UI/UX design of the Google Express App, as it has an appealing design and less complexity. Basically, Google Express is a delivery services provider where users can shop from top brands like Target, Costco, Walmart, PetSmart, etc. Users can shop through the Google Express App or official website.

Google Express Review: Website & Google Express App

Google Express launched its application so users can do shopping from apps or websites. Google provides an easy-to-use User Interface in its website and application. Users loved the UI/UX of the Google Express App because it is easy to use yet simple. For reviewing Google Express, we will go step by step. We will cover the Home page look, UI/UX, shopping experience, and Shopping Cart checkout process.

Google Express Home Page:


At first impression, the Home page looks very neat & clean. Google Express uses simplicity in design and white spaces for better UI/UX. In the header, two images are appealing enough for users to compel them to shop. Apart from an attractive Header, there are three highlighted features of Google Express that recite the USP of the service - fast checkout, free delivery, and a wide range of products.

Google Express allows users to shop by department, category, and brand. This helps users to search and shop quickly. Express offers free delivery on orders above a minimum amount from selected stores.

Google Express Shopping Experience:

Google Express offers an impressive shopping experience with features like categories, stores, and filter options. As seen on the screenshots, Google Express gives a coupon on the first order. It is an old-school technique for encouraging visitors to shop the first time.

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Google Express Easy Checkout:

Google Express offers easier checkout compared to its competitors like Amazon, eBay, and Alibaba. The best thing about checkout is the fewer steps and more payment methods. As we know, most visitors go back to another result just by seeing the complexity of the checkout process. For converting the visitors into customers, every shopping website should work on its checkout process. It should be easy, have minimum steps in the checkout process, and allow every payment method.

Google Express has a good UI/UX and offers a good shopping experience. If all things are good, then why it is not able to compete with popular brands like Amazon. Actually, Google Express has some limitations. And these are listed below.

Limitations Of Google Express & Why Amazon Is A Tough Competitor:

Every coin has two sides, and Google Express also has good and bad points. Its biggest con is its area of service. Amazon provides services globally, while Google Express is limited to the selected places in the USA. Another issue is limited sellers. Users are bound to shop from a limited number of sellers or stores. Whereas Amazon has thousands of listed sellers, so users can enjoy a variety of being choices.

  • Google Express only serves in the USA, while Amazon serves globally.

  • Limited sellers or stores on Google Express. Thus, it has less audience.

  • Amazon has its own product & services like Prime and Cloudtail. Google Express does not have any.

  • Amazon Prime member gets a guarantee of 2 hours – 2 days delivery. Google Express does not have any such thing.

Which Stores Can Users Shop From?

As mentioned earlier, Google Express is a marketplace that connects buyers to selected sellers. It provides a B2C program for almost 50+ merchants of local and nationwide retailers. Google Express has some top retailers like Walmart, Walgreen, Target, Costco, PetSmart, and Fry Electronics Overstock (for online discount). Other local merchants are Tennessee, Road Runner Sports, Sur La Table, Guitar Center, and Payless ShoeSource.

As of now, Google Express only serves in the selected areas of the USA. But to compete with the other popular shopping marketplaces like Amazon and eBay, Google Express is planning to expand its reach to every metro area in the USA. Brian Elliot, head of Google Express, claims that their service covers more than 90 percent of the U.S. population. Recently this service included Chicago, Boston, and Washington.

Some Popular Stores On The Google Express


Walmart is a USA-based chain of retail stores as HyperMarkets and Discount stores. It was also available on Google Express as one of the prime sellers of the app. But, according to the latest news, Walmart products are no longer on Google Express. Google confirmed this news from their Twitter handle.

Google Express Costco

Costco is a grocery store for households, baths, and pantries based in the USA. As users have to choose the Costco membership program to shop from Costco, Google Express removed the membership options. In the initial days of Google Express, users had to pay for membership first. But now, Google Express has declined all the membership to shop from the individual store. After 2017, users only pay for the annual membership if they want. Otherwise, they directly pay for what they buy.

Google Express Target

Target offers the grocery related to the home, furniture, cleaning, electronics, and clothing. It is one of the most popular retailers in the USA and ranked 8th largest retailer in the USA. Google Express allows Target customers to link the account on its app. Users get the recommendation of purchase, special discount on Target products, and quick access for reordering items.

Google Express Is Planning To Rebrand Itself As Google Shopping!

Google Express is very popular in the USA. But still, Google faces uncertainty towards best services and tough competition from top players of the online industry. Google Express would not be able to compete with Amazon because Google Express is bound with some limitations. Google Express did not change too much in the past several years. That’s why rumors are popping up about the rebranding of Google Express. According to recent reports, Google wants to rebrand its Google Express because the name Google Express sounds like a courier services or product delivery services provider company.

Actually, Google Express does the same. It is a mediator platform where top stores are available, and users can buy products. Google Express only ships those products. So this time, Google Express may rename or rebrand itself as Google Shopping. Now the concern is all about Google Shopping because it is already a service by Google. In that service, Google curates the product from the different websites by organic Google search results. So it is not clear that Google Express will merge with Google Shopping or Google will create a new brand. Google Express currently works with the top delivery service providers like FedEx, OnTrac, UPS, Lasership, and Dynamax.

In A Nutshell

In conclusion, we can say that Google Express needs to expand its services. If it wants to compete with Amazon, it needs to work on faster delivery, attract more sellers, serve in more regions, and work as a seller, not a mediator. As a leading mobile application development company, Acquaint Softtech is always concerned about Google products and news related to the U.S. It is very fascinating to see how Google Express may be rebranded as Google Shopping. If it happens this year or next year, then probably things will get better for Google Express. If you found something amusing in this post, then do SHARE this piece of content with your besties.


Mukesh Ram

Founder and CEO, Acquaint Softtech

I love to make a difference. Thus, I started Acquaint Softtech with the vision of making developers easily accessible and affordable to all. Me and my beloved team have been fulfilling this vision for over 15 years now and will continue to get even bigger and better.

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