"E-commerce has truly come of age. Twenty years ago, it was a niche practice, adopted by only the most forward-thinking retailers and early-adopter consumers, primarily used for person-to-person transactions on platforms such as eBay. Today, the e-commerce experience is fully ingrained into consumer shopping habits, with more channels than ever for customers to use. According to Internet Retailer, e-commerce is now a $517 billion dollar industry, representing 14.3% of total retail sales and driving nearly 52% of retail sales growth.
In our world of constant connectivity, it’s easier than ever for shoppers to research a product and complete a transaction without once setting foot inside a store, and in order to be successful, brands today have to build a fully integrated commerce strategy that embraces these new shopping behaviors.
While sites such as Amazon and Dollar Shave Club have played a significant part in redefining the online shopping experience by providing one-click ordering and automatic replenishment, there’s another player that has developed a powerful shopping solution: Google."