Google has rolled out an integration with BigCommerce, the company announced Thursday. Similar to Google’s integrations with Shopify, WooCommerce, GoDaddy and Square, which were announced earlier this year, this partnership will enable BigCommerce merchants to show their products for free on Google, create ad campaigns and review performance metrics from their BigCommerce store.

Why we care

The new integration provides BigCommerce retailers with an easy way to make their listings more discoverable across Google properties, which can help drive traffic to their products. This may be especially helpful for merchants that can’t or aren’t able to dedicate extra staff or enlist the help of an agency.

For Google, all these integrations may mean more product listings it can show to users, which strengthens it as a shopping destination and helps it compete with other e-commerce platforms. If Google is able to generate value for merchants via these integrations, then merchants may also be inclined to try the platform’s advertising tools, which is also good for Google.

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