Google Checkout aims to takeover consumer relationships, hinder merchant CRM strategies

Google’s tag line for its just released Google Checkout is “Find it with Google. Buy it with Google.” Although not mentioned in the tag line, Google also wants consumers to “Keep it with Google.”

If Google Checkout is embraced by consumers, it will negatively impact Google Checkout merchant clients’ relationships with their own customers. Google Checkout is doing all in its power to remove its merchant clients from the consumer purchase and post-purchase cycle.

Google describes Google Checkout to consumers:

Want a faster, safer and more convenient way to shop online? You got it.

Stop creating multiple accounts and passwords. With Google Checkout you can quickly and easily buy from stores across the web and track all your orders and shipping in one place.

Shop with confidence.

Our fraud protection policy covers you against unauthorized purchases made through Google Checkout, and we don't share your purchase history or full credit card number with sellers.

Control commercial spam.

You can keep your email address confidential, and easily turn off unwanted emails from stores where you can use Google Checkout.

The actual checkout phase at Google Checkout merchant clients favors a Google-consumer relationship, rather than the merchant-consumer relationship.

When ready ready to make a purchase, the customer is shown a “checkout screen,” that promotes Google Checkout over any other method of payment.  As shown below, the presentation of the Google Checkout option is designed to maximize the percentage of consumers which “checkout” through Google Checkout.

Google further promotes a consumer advantage of not only minimizing direct relationships with Google’s merchant clients, but managing all interactions with merchants through Google:

Keep your credit card number and email address confidential With Google Checkout, you can shop with confidence knowing that your credit card number isn't shared with sellers. And if you want to keep your email address confidential, Google can do that too.

Track all your orders and shipping in one place No more having to remember usernames and passwords for every online store. View your purchase history, track orders and deliveries, and easily contact sellers -- all from one web page.

SEE ALSO It's official: Google launches 'Checkout' with predatory pricing model aiming to 'increase advertising spending' and Google Checkout to merchants: Give us your customers, and your advertising