In July, Google announced that it would take steps to bring more sellers and products onto its shopping marketplace by reducing commission fees to zero. Two months later, there is no noticeable acceleration in the number of sellers.

However, few customers are aware of Google Shopping, let alone of Buy on Google, and thus liquidity on the marketplace is minimal. Few sellers have used it themselves as customers too. Therefore, zero percent fees instead of fifteen percent on tiny sales is an insignificant change. Google is not doing enough to bootstrap the marketplace to increase sales volume, and thus few sellers consider it a new channel to add.