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Google Aims to Be the Anti-Amazon of E-Commerce. It Has a Long Way to Go.

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OAKLAND, Calif. — Google tried to copy Amazon’s playbook to become the shopping hub of the internet, with little success. Now it is trying something different: the anti-Amazon strategy.

Google is trying to present itself as a cheaper and less restrictive option for independent sellers. And it is focused on driving traffic to sellers’ sites, not selling its own version of products, as Amazon does.

In the last year, Google eliminated fees for merchants and allowed sellers to list their wares in its search results for free. It is also trying to make it easier for small, independent shops to upload their inventory of products to appear in search results and buy ads on Google by teaming up with Shopify, which powers online stores for 1.7 million merchants who sell directly to consumers.

But like Google’s many attempts during its two-decade quest to compete with Amazon, this one shows little sign of working. Google has nothing as alluring as the $295 billion that passed through Amazon’s third-party marketplace in 2020. The amount of goods people buy on Google is “very small” by comparison — probably around $1 billion, said Juozas Kaziukenas, the founder of Marketplace Pulse, a research company.

Amazon is a fixture in the lives of many Americans. It has usurped Google as the starting point for shoppers and has become equally essential for marketers. Amazon’s global advertising business grew 30 percent to $17.6 billion in 2020, trailing only Google and Facebook in the United States.

But as the pandemic has forced many stores to go online, it has created a new opening for Google to woo sellers who feel uneasy about building their businesses on Amazon.

Christina Stang, 33, opened Fritzy’s Roller Skate Shop near Pacific Beach in San Diego last March. Shelter-in-place orders forced her to set up an online storefront on Shopify.

She got lucky. She was sitting on a huge supply of skates when demand surged as skating videos became popular on TikTok during the pandemic.

She linked her Shopify account to Google’s retail software and started buying so-called smart shopping ads. Working within an allotted budget, Google’s algorithms pick where to place ads and what products to feature. In 2020, she spent $1,800 on the ads, which were viewed 3.6 million times and led to $247,000 in sales, she said.

She considered selling her products on Amazon’s marketplace, but she worried what Amazon’s fees would mean for her already-thin profit margins. She also liked that Google redirected people to her carefully curated website rather than keeping them inside its own store, as Amazon does.

“I could sell on Amazon and not make any real money but have a bigger online presence,” Ms. Stang said. “It didn’t seem like a great idea.”

Recently, however, she has experienced one of the drawbacks of being stuck in the middle of the partnership between Google and Shopify. Her shop has been unable to list any products since January because Google suspended her account. It said her shipping costs appeared more expensive on Google than on her Shopify-powered website, even though they were no different.

Shopify told her that it was a Google issue. Google’s customer service representatives recommended that she hire a web designer. She continues to manage without Google, but it has tainted her largely positive experience.

“This has completely cut me off at the knees,” she said. “I’m a small business, and I don’t have hundreds or thousands of dollars to resolve this.”

Sellers often complain about Amazon’s fees, which can account for a quarter of every sale, not including the cost of advertising, and the pressure to spend more to succeed. Merchants on Amazon do not have a direct relationship with their customers, limiting their ability to communicate with them and to generate future business. And because everything is contained within the Amazon world, it is harder to create a unique look and feel that express a brand’s identity the way companies can on their own websites.

But since 2002, when it started a price comparison site called Froogle, a confusing play on the word “frugal” that required a rebranding five years later, Google has struggled to chart a cohesive vision for its shopping experience.

It tried to challenge Amazon directly by piloting its own same-day delivery service, but it shuttered the project as costs ballooned. It tried to forge partnerships with traditional retail giants, only to see the alliances wilt from a lack of sales. It built its own marketplace to make it easier for shoppers to buy the things they find on Google, but was not able to break consumers from their Amazon habit.

Last year, Google brought in Bill Ready, a former chief operating officer at PayPal, to fill a new senior position and spearhead an overhaul of its shopping strategy.

Around the time of his hiring, Sundar Pichai, Google’s chief executive, warned senior executives that the new approach could mean a short-term crimp in advertising revenue, according to two people familiar with the conversations, who requested anonymity because they were not allowed to discuss them publicly. He asked teams to support the e-commerce push because it was a company priority.

When the pandemic spurred huge demand for online shopping, Google eliminated fees, allowing retailers to list products for free and walking back a 2012 decision to allow only advertisers to display goods on its shopping site.

Three months after hiring Mr. Ready, Google said the free listings would show up on its main search results. Then Google said customers could buy products directly from merchants on Google with no commissions. It also said Google would open its platform to third parties like Shopify and PayPal so that sellers could continue to use their existing tools to manage inventory and orders and processing payments.

The partnership with Shopify was especially meaningful because hundreds of thousands of small businesses have flocked to the software platform during the pandemic. About 9 percent of U.S. online shopping sales took place on storefronts powered by Shopify as of October, according to research firm eMarketer. That was up from 6 percent the prior year and second only to Amazon’s share of 37 percent.

Harley Finkelstein, Shopify’s president, said Google and Shopify were developing new ways for merchants to sell through Google services, such as experiments to allow customers to buy items directly on YouTube and to display what products stores are carrying in Google Maps.

Mr. Ready walked a fine line when it came to Amazon, which is a big buyer of ads on Google, but he made it clear he believed Amazon’s dominance in e-commerce posed a threat to other merchants.

“Nobody wants to live in a world where there is only one place to buy something, and retailers don’t want to be dependent on gatekeepers,” he said in an interview.

Google said it had increased the number of sellers appearing in its results by 80 percent in 2020, with the most significant growth coming from small and midsize businesses. And existing retailers are listing more products.

Overstock.com, a seller of discount furniture and home bedding, said it had paid to list products on Google in the past. But now that listings are free, Overstock is adding low-margin products, too.

“When all shopping starts and stops at Amazon, that’s bad for the industry,” said Jonathan E. Johnson, Overstock’s chief executive. “It’s nice to have another 800-pound tech gorilla in this space.”

What remains unclear is whether increasing the number of merchants and listings on Google will ultimately change online shopping habits.

BACtrack, a maker of breathalyzers, has more than doubled its advertising spending on Amazon in the last two years because that is where the customers are, it said, while it has spent 6 percent less advertising its products on Google.

“It seems like more and more people are skipping Google and going straight to Amazon,” said Keith Nothacker, the chief executive of BACtrack.



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Apple’s new iPad Pros and TV remote don’t have U1 locators to help find them in your couch

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Apple has been quietly sticking special locator beacon chips into some of its new iPhones that’ll let you unlock your car and find lost items through walls — the latter thanks to the $29 AirTags announced today — but sadly, you won’t find that chip in the new M1-based iPad Pros or the long-awaited new Siri remote for the Apple TV.

Apple confirmed to us that the U1 locator chip, which uses pulses of ultra-wideband (UWB) radio to broadcast its precise location, won’t appear in the Siri remote. We’re waiting on final bulletproof confirmation about the iPad Pros, but it also doesn’t appear in their product page, spec sheet, or press release. Last year’s iP ad Pros didn’t include a U1 chip, either.

Is Apple expecting us to stick AirTags to our iPads and TV remotes to escape the jaws of the ever-ravenous couch? Unlikely, but the company has been pretty choosey about which devices get the chip so far. You can find it in the iPhone 11 and newer (but not the iPhone SE) and the Apple Watch Series 6 (but not the Apple Watch SE), but we’re pretty sure it hasn’t made its way to any iPads or MacBooks that have been announced since the chip’s introduction in September 2019.

Theoretically, Apple could build an ecosystem where any Apple device can easily find any other Apple device (not to mention UWB devices from Samsung, which is also deeply invested in the tech and has its own AirTag-like device as well). But for now, you’ll primarily just be using your phone to find AirTags, not other gadgets, except perhaps your future car.



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Your iPhone has a completely hidden app. Here’s how to find and use it

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Apple’s iPhone is full of hidden features and tricks we’re constantly discovering. For instance, did you know the Notes app has a hidden document scanner? Yeah, pretty cool. The latest hidden feature that’s been popping up on Twitter and blogs is another type of scanner, dedicated to QR codes, and it’s better than the one built into the camera app.

Indeed, you would already be able to filter QR codes utilizing the easy route in Control Center, or simply open the camera application and it will check a QR code. Also, you’re correct. Both of those strategies turn out great. However, the committed Code Scanner application accepts the position above and beyond by introducing a greater amount of the data I need to see about an examined code.

For instance, the camera application utilizes a little notice at the highest point of the screen to open a connection or show you data, though the devoted Code Scanner application makes it exceptionally clear what’s inside the QR code you just checked. Yet, here’s the rub: The Code Scanner application isn’t found on your home screen, nor is it found in iOS 14’s new App Library.

As should be obvious, the best way to discover the Code Scanner application is to utilize the iPhone’s Spotlight search include. Go to your iPhone’s home screen and swipe down in the center of the screen. An inquiry bar will show up at the highest point of your screen, alongside application and alternate route ideas underneath. Type either code or scanner. As you type, you’ll see the Code Scanner application symbol appear as an application idea. Tap to open it.

The flashlight icon at the bottom of the screen acts as a flash to illuminate a code if your phone is struggling to read it.

If you don’t have the QR scanner shortcut added to Control Center yet, here’s a post showing you how to customize Control Center to your liking. For more hidden features, check out our list for iOS 14. We also cover more general, but useful features in iOS 14.



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Mercedes rolls out luxury electric car in duel with Tesla

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Mercedes-Benz parent Daimler AG on Thursday unveiled a battery-powered counterpart to its top Mercedes luxury sedan as German carmakers ramp up their challenge to electric upstart Tesla.

The EQS is the first Mercedes-Benz vehicle to be built on a framework designed from the start as an electric car, rather than using components from an internal-combustion vehicle.

Mercedes underscored the car’s technological features by equipping it with a sweeping touchscreen panel that stretches across the entire front of the car’s interior in place of a conventional dashboard. Tesla and other carmakers are also adding large screens to their interiors.

The EQS is the sibling to the company’s S-Class large internal-combustion sedan, the luxury brand’s flagship model that sells for $110,000 and up. The two cars aim at the same upper end of the market, though the EQS is set apart by being built on the company’s electric-vehicle architecture, or EVA. Mercedes isn’t saying yet how much the EQS will cost when it reaches customers later this year.

Daimler said the vehicle will get 770 kilometers (478 miles) on a full charge under testing standards used in the European Union. The company is offering a year’s free charging through Ionity, a network of highway charging stations built by a group of major automakers.

The hyperscreen in the Mercedes EQS is a 56-inch digital display that replaces the conventional dashboard.
The hyperscreen in the Mercedes EQS is a 56-inch digital display that replaces the conventional dashboard.
AP

German carmakers were slower to develop all-electric models until tougher environmental regulations and sales lost to California-based Tesla pushed them to ramp up their efforts. Volkswagen sold 422,000 electric vehicles last year and developed the ID.3, a compact it hopes will win over mass-market buyers, while its Porsche division has come out with the Taycan sports car. BMW launched the iX3 electric SUV.

1.1822258-2757530049 A Mercedes Benz employee work on a production line at the factory in Rastatt, Germany. Daimler AG unveiled a battery-powered counterpart to its top Mercedes-Benz luxury sedan as German carmakers ramp up their challenge to electric upstart Tesla. Image Credit: Reuters

Frankfurt: Daimler AG unveiled a battery-powered counterpart to its top Mercedes-Benz luxury sedan as German carmakers ramp up their challenge to electric upstart Tesla.

The EQS is the first Mercedes-Benz vehicle to be built on a framework designed from the start as an electric car, rather than using components from an internal-combustion vehicle.

Mercedes underscored the car’s technological features by equipping it with a sweeping touchscreen panel that stretches across the entire front of the car’s interior in place of a conventional dashboard. Tesla and other carmakers are also adding large screens to their interiors.

The EQS is the sibling to the company’s S-Class large internal-combustion sedan, the luxury brands flagship model that sells for $110,000 and up. The two cars aim at the same upper end of the market, though the EQS is set apart by being build on the company’s electric-vehicle architecture, or EVA. Mercedes isn’t saying yet how much the EQS will cost when it reaches customers later this year.

Daimler said the vehicle will get 770 kilometers (478 miles) on a full charge under testing standard used in the European Union. The company is offering a year’s free charging through Ionity, a network of highway charging stations built by a group of major automakers.



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