By John P. Mello Jr.
Oct 24, 2017 5:00 AM PT
On Monday, Google launched an online payment service designed to speed up the online payment process.
Although the new offer is not quite Amazon One-Click, it will eliminate many of the boring steps that can slow down the online shopping process and will often result in shopping hampers. abandoned.
Paying with Google uses the address and credit or debit card information that users provide to Google to speed up their payment. Instead of a merchant collecting this information from the customer, Google sends them backstage.
Google has called on website and app developers to integrate Pay with Google into their creatives.
"You can implement it with just a few lines of code, and it's free – we do not charge any transaction fees," said Pali Bhat, vice president of Google's payment products.
Google understands that it takes more than an application programming interface and service to create a critical mass of users, said Rajiv Dholakia, vice president of products and services. from commercial development to
Nok Nok Labs.
"Paying with Google is doing that by bringing Google users and its developers to the party," he told the E-Commerce Times.
For anyone with a Google Account, the payment service can be very convenient.
"Customers can make payments from any of the credit cards they've registered with Google companies, including Chrome, Android Pay, YouTube and Google Play," notes Charles King, Senior Analyst at Pund-IT.
"Moreover, they do not have to fill in numbers or address lines, which speeds up the payment process," he told the E-Commerce Times.
Users who update their Android phones will also find that payment with Google is comfortable.
"They do not need to add new cards every time they get a new phone, they can take advantage of their Google maps," said Patrick Moorhead, senior analyst at Moor Insights and Strategy.
By contrast, this creates a one-stop shop for cyber criminals, since a customer's credit cards are stored in one place.
"I see this as a low probability because Google is usually secure," Moorhead told the E-Commerce Times.
"Since [Pay with Google] is based on the Android Pay platform, it supports these same features and security features," said King Pund-IT.
The gain of Google is the loss of traders
Making transactions online using Pay with Google is particularly secure compared to the data protection methods found at many merchants.
"Your credentials are damn safe behind Google's firewalls," said David Robertson, publisher of
The Nilson report.
"The reality is that too many merchants store our data on systems that can be compromised," he told the E-Commerce Times.
"Historically, merchants have never had a mission to protect information," Robertson continued, "and many CEOs do not understand what to spend to protect data stored on their customers. "
However, merchants have a major disadvantage in channeling transactions via Google.
"Google is separating the merchant from the opportunity to collect information about its customers," Robertson said.
At launch, Pay with Google had 15 partners, with 12 others behind the scenes and the expectation of many others as the service grows.
Still, the offer may not attract as wide a public as Google would like.
"Customers must have purchased Google as the primary provider of mobile services and services," says King of Pund-IT.
"In addition, the trading partners are geared towards the business of young consumers," he added. "It may change over time, but it may limit the interest of older customers."
Plus, if Google is betting that more people are paying for things with their phones in order to boost the use of Pay with Google, this can be disappointing.
"I believe the value proposition for mobile payments remains quite low," King said. "The function it proposes to eliminate – using a physical credit card – is not expensive, and most consumers continue to have concerns about security and reliability mobile payments. "
Nevertheless, Google had to get into the game of the payment aggregator with a product like Pay with Google, maintained Robertson's Nilson.
"No one knows what the landscape will look like in three years, but everyone is trying to get their ducks to line up in as many ponds as possible," he said. "So, if you have the ability to be a payment aggregator, it seems like it's a good room."