Target and Google Partner on Conversational Commerce

Yolanda Curtis
October 13, 2017

Next year, Target plans to make its REDcard debit and credit cards available as payment options on Google Express, allowing those shoppers to take advantage of the card's five percent discount on orders and free shipping.

Voice shopping is still in its infancy, with most consumers not yet used to buying paper towels or shampoo using a smart speaker like the Google Home or Amazon Echo.

"Target and Google teams are working on the next chapter, building experiences that digitally replicate the joy of shopping a Target store to discover stylish and affordable products", said Target's chief information and digital officer, Mike McNamara.

This partnership will now enable the U.S. residents to order from Target via Google Express, and therefore Google Assistant and Google Home too.


The nationwide home-delivery service broadens an offering that's been available in New York City and California for the past few years.

More devices are in the hands of shoppers.

Like many retailers, Target has been offering more shopping options. To compete both through its Google Express website and on Google Home, Google needs to partner with retailers like Target and Walmart for mutual benefit.

Google's shopping service, Google Express has received new collaboration today, with the retail giant Target.


Amazon doesn't give sales figures for Echo, but Consumer Intelligence Research Partners estimated that the Seattle company has sold more than 10 million Alexa-powered Echo devices in the USA since late 2014.

Target customers will also be able to opt in to receive personalized recommendations and a quick re-order experience based on past Target purchases: so if you want more LaCroix sparkling water or Archer Farms trail mix, your Google Assistant will already know which size and variety you bought from Target last time.

With Google Express and your Google Assistant, shopping is easier no matter where you are or what device you're using. It's hard to beat Amazon's tight integration, but by shopping with well-known brick-and-mortar stores, Google may be able to win over people who haven't been wooed by Amazon Prime.


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