The main motive of Google Checkout™ is to make life easier for consumers in the process of purchasing products or services from online retailers.
Important aspects of Google Checkout™ are keeping consumers credit card information private from the online retailers. Google Checkout™ provides retailers with just the purchase funds and shipping information. Consumers can even have email addresses hidden from retailers too (retailers email a Google address and Google forwards it to the consumer).
Some of the advantages of the Google Checkout™ for retailers are:
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increased conversion rates
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enhances consumer trust
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allows discounts to the retailers (if retailer uses Google PPC, they may not get any merchant fee’s for purchase processing).
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