UPS subsidiary integrates with Google Shopping

On-demand fulfillment platform Ware2Go will supply real-time inventory information to advertisers on Google Shopping.

Ware2Go, a subsidiary of UPS that enables one-to-two-day shipping across the U.S., is entering a new e-commerce partnership and integration with Google Shopping. The integration will dynamically display free, fast delivery promises within retailers’ Google ads, based on real-time inventory availability across Ware2Go’s fulfillment network. 

These annotations are intended to help retailers optimize ad efficiency using Google Shopping and drive revenue by advertising free, fast shipping offers earlier in the buyer’s purchase journey, including at the point of initial product research via Google Search.

UPS (via its subsidiary) is partnering with Google Shopping as e-tail leader Amazon turns more internally to fulfill online orders. Amazon is directly competing with major established carriers such as UPS and FedEx with proprietary services such as national direct-to-consumer ground shipping.

According to initial data from Google Shopping, retailers displaying the free and fast annotation saw a 7% increase in conversions, a 10% increase in conversions per dollar, and a 9% overall conversion rate. In addition, Ware2Go’s data-driven insights around fulfillment-node, demand forecasting, and inventory optimization will allow retailers to leverage a fully optimized supply chain in support of their Google fast and free advertising efforts.

"Ware2Go is committed to building relationships with partners that enable merchants to exceed customer expectations across commerce,” said Ware2Go CEO Steve Denton. “By pairing the new Google Free and Fast offering with our flexible and scalable fulfillment solution, merchants can grow their market demand faster by positioning their delivery speed as a revenue driver.”