Searchmetrics’ analysis suggests Google may have stopped trying to increase competition on Google Shopping in the UK since the country left the EU under Brexit
Five years after the EU commission fined Google 2.4 billion euros ($2.65 billion) and ordered it to open up its Google Shopping service in Europe to external competition, a new study suggests around 53% of ads on the platform in the UK, still originate from Google itself - up from around 49% in 2019. The research from Searchmetrics indicates that after Brexit, Google is no longer trying to increase competition on its shopping platform in the UK.
On top of this, the research suggests that most of the external participants on Google Shopping are not in fact the providers of genuine comparison-shopping services which Google’s action was intended to benefit. Many are marketing agencies that have emerged after Google’s fine. They sell ads on the platform’s auction system paying Google a margin and giving the impression of increasing competition.
Google’s Shopping platform displays product ads in search results related to the specific products people are searching for. In its 2017 antitrust action, the EU ruled that Google was giving itself an unfair advantage by promoting its own ads on the platform over those from rival comparison shopping websites which help consumers compare different products and prices to make informed purchasing decisions.
Searchmetrics’ latest study has reviewed over one million Google Shopping ad...
Read Full Story: https://www.realwire.com/releases/New-Study-over-half-of-UK-Google-Shopping-ads-still-come-from-Google
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