With searchers choosing Amazon over Google for product searches and eBay resurgent, will Google have to launch its own marketplace to keep up?
Online retailers are a major source of advertising revenue for Google but shoppers are increasingly turning to Amazon as their shopping first port of call.
In 2010 24% of shoppers began researching on Google verses 18% on Amazon, however in 2012 this had almost completely reversed with 30% on Amazon and only 13% on Google.
Google is clearly aiming to be the destination for product searches with the launch of Product Listing Ads (PLA). However, some industry experts are wondering whether to win in this space Google will need to go beyond simply advertising products and launch a fully-fledged marketplace.