“…In October, it began testing Google Trusted Stores, which verifies e-commerce sites as trusted retailers, based on shipping and customer service. Google promises to refund the purchase price or replace items for shoppers dissatisfied with a trusted store’s service. And with Google Wallet, people can pay for items online or offline with their phones.
Perhaps Google’s biggest hurdle in competing with companies like Amazon and Apple in becoming a commerce business is collecting credit card numbers, which enables quick purchases of things as diverse as digital music and offline goods. Apple has said in the past it has more than 225 million credit card numbers, and Amazon has the credit card information of tens of millions of customers.
“Privacy concerns notwithstanding, the best way to target a consumer with relevant offers is based on their buying behavior and purchase history,” Mr. Best (of Mercent, an online advertising firm) said. “That’s another huge strategic advantage for Google to participate in the transaction.”
