Searchmetrics-2018年谷歌购物搜索分析报告（英文）-2018.12-21页_1mb

Google Shopping 2018 Summary

Core Content Overview

Google Shopping, a key component of Alphabet's search ecosystem, has evolved significantly since its inception in 2002. Initially launched as Froogle, it was integrated into Google's main search results in 2008 and rebranded as Google Shopping in 2013, adopting a pay-per-click (CPC) auction model. In 2017, Google was fined 2.42 billion Euros by the European Commission for abusing its market dominance in online shopping advertising, which led to major restructuring of the service. This included allowing external Comparison Shopping Services (CSSs) to bid for ad placements within Google Shopping units, effectively turning Google into a competitor in the auction process. Additionally, Google introduced the SpendMatch incentive program to encourage merchants to use external CSSs for their ads.

Key Findings at a Glance

• Market Share: In December 2018, Google Shopping held 68% of the market share in the UK, 33% in Germany, and 31% in France.
• Competition Increase: The number and diversity of CSSs in Google Shopping units increased significantly compared to January 2018.
• CSS Composition: A large portion of the CSSs in the market are new marketing agencies, not traditional price comparison sites.
• SpendMatch Impact: The program helped external CSSs gain visibility by offering cashback to merchants who used them for ad placements.
• CPC Trends: The overall CPC rate dropped due to Google's 20% margin being undercut by external CSSs with lower margins.

Main Points of the Document

1. Changes Introduced in 2017

• Google was fined by the European Commission for anti-competitive practices.
• The company restructured Google Shopping to allow external CSSs to bid for ad placements.
• Google Shopping now participates in the auction as a competitor, alongside other CSSs.
• The SpendMatch program was introduced to incentivize merchants to use external CSSs.

2. Market Share Evolution

• UK: Competitor CSSs increased from 0.4% in January 2018 to 32% in December 2018.
• Germany: Competitor CSSs increased from 2% to 33%.
• France: Competitor CSSs reached 31% in December 2018 (not analyzed in January 2018).

3. Dominant CSSs in Each Market

• UK:
  • Top 3: Periscopix.co.uk (20%), Productcaster.com (14%), Swoop.eu (10%).
  • Four of the top 10 CSSs have at least 10% of the market share.
• Germany:
  • Top 3: Shopping24.de (27%), Twenga.de (10%), Smec-shopping (8%).
  • Only two traditional price comparison sites (Twenga and Billiger) are in the top 10.
• France:
  • Top 3: Productcaster.com (29%), Keyade.com (14%), Feed-price.com (10%).
  • Six of the top 10 CSSs were new in 2018 and have not yet established significant organic visibility.

4. CSS Types and Market Dynamics

• Traditional Price Comparison Sites: These are less represented in the top 10 CSSs, with Twenga being the only one with organic visibility.
• CSS Marketing Agencies: These new agencies are more prominent in the auction process, as they manage ad placements for multiple merchants.
• SpendMatch Program: This program is expected to expire at the end of 2018, which may reduce the competitive advantage of external CSSs in 2019.

Conclusion and Outlook for 2019

• The restructuring of Google Shopping has led to a more competitive market, with a greater variety of CSSs.
• The SpendMatch program has played a crucial role in attracting external CSSs to the auction.
• In 2019, the market is expected to consolidate, with CPCs likely to rise as the cashback incentive is removed.
• The size of CSSs will become a key factor in their competitiveness, as larger CSSs can operate with lower margins.
• Searchmetrics continues to monitor the market to assess long-term changes and potential consolidation among CSSs.

Key Takeaways

• Google Shopping is no longer the sole player in the market, with a growing presence of external CSSs.
• The introduction of the SpendMatch program temporarily increased the competitiveness of CSSs.
• Traditional price comparison sites are not as dominant as marketing agencies in the current market.
• The end of the SpendMatch program in 2019 could lead to a shift in market dynamics, with CSSs needing to adjust their strategies.