Incopro’s study highlights problems for brands and consumers and a potential legal quandary for Google, which is estimated to command about 93% of the search market worldwide. It also raises important issues as Google builds out its e-commerce platform, Google Shopping, as an online destination.
In response to Amazon’s growing importance in product searches, Google has ramped up its shopping section to point users to online merchants. Incopro’s research suggests that many of those merchants are selling fake or dangerous goods, which could diminish consumer trust in Google.
