A new project has launched out of Google Area 120, their in-house lab for experimental projects. Shoploop is designed for users to discover, evaluate, and shop products all in one place. Google have recently made several moves to centre themselves in the ecommerce arena and this new platform is no different.
This project stemmed from a commute made by Lax Poojary, the general manager of Area 120. A young commuter on the same journey was on her phone switching between social media, YouTube, and an online shop. When Lax asked what she was doing she said that she had seen someone promote a product, wanted to see reviews on YouTube and then looked it up on an e-commerce site to buy.
This is the issue Shoploop has been made to fix. Instead of using 3 apps, Google want you to use one. This new experience is more than just scrolling through images and details on an ecommerce site. Instead it is a feed of vertical videos that are no longer than 90 seconds to help you discover new products in an entertaining way. You have to click to unmute the videos but apart from that they’ll play automatically. Video content will vary by creator, but it can be anything from a vlog, a step-by-step tutorial or even commercial style with product close-ups.
The videos on Shoploop aren’t completely promotional either, although some content is sponsored. Content creators on the platform show you how to use products as well as practical tips. This means on one platform you will learn about the product, see it in use and be able to click a direct link to complete your purchase or save the product for later. You can also follow your favourite creators and share them with your friends.
Overall, this may seem like an original idea, but it is not totally new. Amazon have launched something similar in the US called Amazon Live. Their videos are much longer than 90 seconds but it’s basically an ecommerce version of YouTube to keep users on Amazon. Some people think influencers are going to lose their impact, but with innovations like Shoploop and the engagement of younger audiences I don’t think they’re going anywhere.
The Shoploop app is currently only available on mobile devices at shoploop.app. You can use ‘Add to Home Screen’ so that it operates more like a traditional app.
If you’re a content creator or store owner who want to get involved you can apply to become an exclusive Shoploop creator.