Target takes voice-activated shopping nationwide with Google, joining Wal-Mart in fight against Amazon


    Target is expanding nationwide on Google Express.

    In 2018, shoppers will have an option to link their accounts to Google.

    Other retailers on the Google Express platform include Wal-Mart, Costco, Kohl's and Ulta, according to Google's website.


Lauren Thomas, CNBC

Oct 12, 2017


Target shoppers nationwide will now be able to make purchases on Google Express, after a successful test on the platform in California and New York, the company announced Thursday.


The big-box retailer is among several that are deepening their relationships with Google's voice-activated shopping platform in a battle for market share against Amazon's Alexa-enabled devices.


Target announced that by 2018, the retailer's credit card holders will be able to link their cards and save 5 percent when shopping Target via Google Express. Shoppers will also have an option in 2018 to link their accounts to Google for a more personalized experience, similar to what Wal-Mart announced earlier this year.


For example, a shopper might say to the Google Assistant on Google Home: "Google, order me shampoo." If that shopper has accounts linked both to and, but he or she orders shampoo more frequently from Target, Google will pull results from Target's website.


Target's product assortment on Google Express will include anything in a typical Target store, which will serve as fulfillment centers. In 2018, shoppers will be able to pick up their Target purchases made via Google Express at Target stores, should they want to forgo waiting on a shipment...


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