Google Maps Could Become E-Commerce "Super-App"
Google Maps is a feature-rich mapping app that lets you do more things than getting you to your destination as fast as possible. The newest such update dropped on Tuesday morning, when Google announced a few exciting updates that will impact everything about directions and navigations. Google will rely on artificial intelligence (AI) to bring a few welcome refinements to Google Maps, such as choosing the eco-friendliest transportation mode, ensuring your curbside pickup order will be ready by the time you arrive, and Live View navigation of indoor spaces.
More people have been buying products online during the pandemic than ever, and that includes groceries. Google will now offer users better shopping information to stores’ Business Profiles on Maps and Search, including delivery providers, pickup and delivery windows, fees, and order minimums. The feature will be initially available in Search for Instacart, and Albertsons Cos. Maps and other partners will follow.
More interesting is the partnership with Fred Meyer. Google will run a pilot program in Portland, Oregon, that will involve sharing with the store your live location. After placing the order with the store’s app, you can add it to Maps. The app will then notify you when it’s time to leave and let you share your arrival time with the store. The ETA will be updated depending on location and traffic, so store employees can get your order ready in time of your arrival.
Google says the application will continue to update this information based on the traffic conditions and your location. In theory, the ETA would always be up to date, which means the store knows precisely when you’re close so that workers can prepare your order.
In addition, Google Maps will also let drivers provide the parking number, as the purpose of the whole thing is to provide a no-contact experience that is just right during the pandemic.
Worth knowing, however, is that this new feature is still in preview for the time being, as it is available only for select stores in Portland, Oregon, for now. Google has not said when exactly it could expand it to more stores across the States, but the company first wants to see how it is working before making a final decision.
The Fred Meyer pilot is another indication that Google is turning Maps into an all-encompassing app for getting things done both online and offline. Another example is Reserve with Google, which lets you book salon appointments, fitness classes, and more through Google Maps.
Bernstein analyst Mark Shmulik earlier this year that he saw Maps as being "the most under monetized app in existence." Shmulik said Maps had the potential to be a so-called "super-app" much like Google Pay, which has expanded beyond its initial purpose of being a simple payments app.
