Target Adds Google Voice Assistant Shopping Nationwide

Target Expands Google Express Offer Nationwide to Counter Amazon

Target Expands Google Express Offer Nationwide to Counter Amazon

The move is happening as Google says shopping will be available later this year through Google Assistant on iPhone and Android phones, joining its Google Home device and Android TV.

To be more competitive with Amazon, Google Express scrapped the $95-a-year membership in August, allowing shoppers to get free delivery on orders within one to three days, as long as the purchase is above each store's minimum.

Announced this morning, all of Target is now shop-able via the Google Express application for all United States residents, with exception to Hawaii and Alaska.

The big-box retailer is among several that are deepening their relationships with Google's voice-activated shopping platform in a battle for market share against Amazon's Alexa-enabled devices. Amazon started offering Echo voice assistants in late 2014, while Google made its debut with Google Home earlier this year.

For now, grab the Google Express app and check out what's new at Target. For example, you'll be able to add your REDcard to Google Express to receive 5 percent off most Target orders, plus free shipping.

"Target and Google teams are working on the next chapter, building experiences that digitally replicate the joy of shopping a Target store to discover stylish and affordable products", said Target's chief information and digital officer, Mike McNamara. With this, you'll be able to order a huge variety of items all with your voice. Shoppers who want to reorder their favorites have to link their Walmart account to Google Express.

Companies, like Wal-Mart and Target are still finding ways to grow with Google, promising more to come. These companies all likely see a major threat in Amazon, which now soaks up 40 cents of every dollar spent online in the USA and has become the default search engine for product searches for most Americans, according to researchers.

"Shopping isn't always as easy as it should be", Sridhar Ramaswamy, SVP for Ads and Commerce, said in a blog post at the time of the Walmart deal's announcement "When was the last time you needed to pick up something from the store but didn't have the time to make the trip?"

"Next year, we will also leverage our 4,700 USA stores and our fulfillment network to create customer experiences that don't now exist within voice shopping anywhere else", Marc Lore, head of Wal-Mart's USA e-commerce business, said in a blog post.

Most of the capabilities of shopping through Google Express won't be available until 2018.

Google and Amazon are pledging more voice-shopping opportunities.