Google Shopping Actions, What It Is and What’s Different from The Previous Shopping Experience

Now many people reading this article may already be familiar with aspects of paid search marketing, but not everyone may fully understand how Google Shopping Actions, aka GSA, works. As a small business or retailer that’s entering the E-Commerce industry, it is vital to understand the significant differences between Google Shopping and Google Shopping Actions.

What is GSA or Google Shopping Actions?

Google Shopping Actions is Google’s online marketplace, which allows retailers to list and sell products across a multitude of Google platforms. Using GSA, advertisers can reach a much wider audience because their products are shown across different platforms, i.e., Google Home, Google Search, Google Express, and Google Assistant.

The fact that the universal shopping cart is so convenient people are shown to add more stuff in the basket, and consequently, sellers can sell more. Using the instant checkout process means that the system saves credit card information, which makes GSA a highly efficient one-stop shopping solution. As seasoned sellers, we know that by reducing friction during the sales process, it becomes easier to sell, and people spend more.

GSA’s Pay-Per-Sale Model

Google Shopping uses a PPC or Pay Per Click model, which is very different from Google Shopping Actions, which only charges you for sale. For instance, if you’re selling a flat-screen LCD, and are advertising using the PPC system, you’ll pay each time someone clicks on your listing if it looks interesting to them. However, GSA will only charge you once a person has checked out the LCD and paid for it. So, the latter turns out to make much more sense for the majority of sellers.

The commission rates depend on the items being sold. Generally, you’re looking at anywhere from 5% to 20%, with the average being 12%. Even though there are no upfront costs associated with listing products on Google Shopping Actions, you still need to have a spending budget to take part in it. On the other hand, using Google Shopping, it is much easier to qualify for their Pay-Per-Click program.

Other benefits of Google shopping actions include:

You have access to customer data – Unlike other platforms like Amazon, you as a retailer have access to users’ data like their shipping address, name, and email address. So, using that, it is possible to build your email list, which in turn allows further engagement with customers for sales and promotions.

Lower administrative costs of selling products – All returns and customer support issues are handled by Google.

Ensure customer loyalty and consequently repeat business– Using Google Shopping Actions, means that buyers will receive personalized product recommendations. Buyers can reorder or build their baskets with products based on their existing purchase history.


Google Shopping Actions is one of the best ways for retailers to reach more people without the added cost of regular PPC advertising. However, qualifying as a seller is a steep and often time-consuming process but one which, for many, is worth it.