
On June
29th, Google
finally launched their much
anticipated online payment (e-commerce) solution, Google Checkout. There were plenty of
rumors circulating that suggested it would be called “GBuy”, but I guess they decided
to go with “Checkout” instead, much to my relief (I won’t get into details, but
if you’re familiar with Chinese swear words, you may understand).
Buying
Basically, Google
Checkout competes directly against PayPal
and other online payment solutions. However, while services like PayPal follow a “stored value” approach, Checkout
functions more like a regular credit card payment system, with one major
difference…Google stores all your financial transaction information (e.g.
credit cards, shipping and billing addresses, etc.) on their servers and then plays
the mediator between merchant and consumer.
In other
words, if you trust Google to be the sole keeper of your information, you only
need to sign-in to your Google account in order to purchase items from any
number of online stores, WITHOUT having to re-enter any of your personal
information for each merchant.
As Mike
Arrington from TechCrunch put it “…Google Checkout is more like a unified shopping identity
for buyers who can give their credit card number to just one company (Google)
and limit email contact received later from places they shop online.”
I guess Google decided to go with the LOTR approach on this one: “one
service to rule them all”.
You can take
the “buyers” animated tour of how it works here and below are
Google’s three main reasons to buy with Checkout, as stated on their website:
Stop creating multiple accounts and passwords.
With
Google Checkout you can quickly and easily buy from stores across the web and
track all your orders and shipping in one place.
Shop with confidence.
Our
fraud protection policy covers you against unauthorized purchases made through
Google Checkout, and we don't share your purchase history or full credit card
number with sellers.
Control commercial spam.
You
can keep your email address confidential, and easily turn off unwanted emails
from stores where you use Google Checkout.
So, while
the financial transaction system itself may not be anything new or fancy, Google
does offer a few novel benefits that would make it somewhat more compelling to
use compared to alternative solutions. For example, Checkout not only
offers a “fraud protection policy” (so does
PayPal), but it also adds an extra layer of security by NOT revealing your
full credit card number to the merchant as well as giving you the option to
keep your email address confidential, thus reducing the possibility of merchant
fraud and email spam, respectively.
Depending
on how much trust you have in Google securing your data, I can only imagine this
to be a good thing. I mean, I’m no math genius, but from what I remember of probability,
the fact that your personal financial information only resides on one server—rather
than scattered throughout the web—is probably one way to reduce the chances that
such information could be stolen (e.g. through hacked merchant servers).
Furthermore, any method to reduce spam is always welcomed.
Selling
From the
merchant standpoint, Checkout also offers some interesting advantages; the
most obvious of which is a low 2% + $0.20 transaction fee, as opposed to PayPal’s higher, scaled rate, as seen below:

Also, if you
already use Google AdWords to advertise your business, Google offers you
the possibility of earning “free transactions,” depending on your ad-spend:
For every
$1 you spend on AdWords each month, you can process $10 in sales the following
month through Google Checkout for free. For example, if your AdWords spend in August is $300, you can process
up to $3000 in sales for free through Google Checkout in September…This unique
Google Checkout benefit means that every dollar you spend toward promoting your
business through AdWords also helps directly reduce your processing costs.
So here’s a table of Checkout’s transaction fees for comparison, followed by an example
of how the transaction processing works:

You can take
the “sellers” animated tour of how it works here and below are Google’s four
main reasons for selling with Checkout,
as stated on their website:
Attract more leads.
Shoppers who see the Google Checkout™ badge on your AdWords ads will more
easily find you when they search.
Convert more leads into
sales.
A fast, secure checkout process helps persuade shoppers to buy on your site and
buy more often.
Process sales for free.
For every $1 you spend on AdWords, you can process $10 in sales for free. For
sales that exceed this amount or if you don't use AdWords, you can process them
at a low 2% and $0.20 per transaction.
Protect yourself from
fraud
Our fraud prevention tools stop invalid orders from reaching you. And our
Payment Guarantee policy helps protect you from chargebacks.
Currently,
stores that are participating in the Checkout
program include: ACE Hardware, Buy.com, eCost, Jockey, Sports Authority, Starbucks,
Timberland, uBid, and many more.
In summary,
it looks like Google has introduced a new and attractive online payment system
for merchants, particularly those already using Google AdWords. However, the
advantages to users/buyers, while appealing at first glance, have received a
somewhat more ambivalent response from various reviewers (see: 1,
2,
3). In
the end, whereas the likes of Microsoft Passport and Yahoo PayDirect or Wallet
may not have succeeded, Google Checkout may stand a fighting chance; if
anything, simply because people
seem to trust Google a lot more than other tech companies.
Here are some great
resources for Google Checkout, including lots of insight as to why and what Google stands to
gain from Checkout:
- Google
Checkout (official site) for buyers
and sellers
- Animated
tour of Checkout for buyers
and sellers
- Official Google
announcement and FAQs
- TechCrunch
review
and opinion
- A
great overview and insight and PPT
slides by Charlene Li (Forrester Research)
- Om Malik “reads
between the lines” of why Google
is doing Checkout
- CNet review
of Checkout
- An interesting overview
by Chris
Sherman (SearchEngineWatch.com)
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