Target offers voice-based shopping with Google Express

On Oct. 12, Target announced it had partnered with Google Express to let consumers shop using Google Assistant on voice-activated Google Home devices, Android TV and soon eligible Android phones and iPhones.

The service is now available to consumers in the US after Target successfully tested it in California and New York City. The company added beginning in 2018, consumers will be able to use Target REDcards to get 5 percent off most Target purchases and free shipping when they used Google Express. This follows Walmart’s partnership with Google Express in August.

Retailers expect Google Home and Google Assistant will rival Amazon and Alexa-powered devices that currently enjoy a monopoly in the domain. Google has unsuccessfully tried to enter the retail space, offering a shopping service in 2013. They introduced and later scrapped same-day delivery and grocery services.