Since the beginning, Express was meant to make Google's product search ads more useful. "It really allows us to expand into places where we don't have brick-and-mortar stores." A future focused on what Google's good at "You may live 300 or 400 miles from a Whole Foods - or even further if you live in a state where we don't have a store - and this is really an opportunity to bring the store to you," Jeff Jenkins, head of digital strategy at Whole Foods, says. Meanwhile, retailers hesitant to sell their good on Amazon see Google as more of an ally than a competitor since Express ensures them fast delivery while preserving much of their brand experience. We want to bring a lot of the stores that people need to shop at on a regular basis into one easy-to-use service that makes it worthwhile." "We have this range of merchants that people really love, so they don't think about this as ' online shopping,'" Elliott says. Express was a way for Google to reinstate itself as the go-to choice for product searches and to make it easier for people to actually buy the goods they found. More and more, people were beginning their searches for water bottles, flat screen TVs, banana slicers, you name it, on Amazon instead of Google, which threatened the search engine's ads business. Google launched its Shopping Express delivery service back in 2013, in part to avert Amazon's encroach on its product search territory. "And now we're really, dramatically scaling the business." Nation-wide coverage and new partnerships "We've been testing a lot of different things, figuring what works, and how it works," Elliott says. To make that possible, the group made the "hard decision" to kill part of its grocery business and stop selling perishables, like fresh fruit and vegetables, a pilot it started this February in parts of San Francisco and Los Angeles. The speedy online delivery service plans to spread its coverage from roughly 20 states and regions to the entire country by the end of the year, general manager Brian Elliott tells Business Insider. Account icon An icon in the shape of a person's head and shoulders.
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