Canadian cloud-based, omnichannel commerce platform provider Lightspeed has teamed up with Google to help retailers increase local shopping revenue.

The integration should allow omnichannel retailers to automate ads and real-time inventory levels directly from the Lightspeed platform.

Lightspeed will integrate Google tools directly into its platform, to help independent businesses globally as they safely re-open and expand their in-store capacity. As consumer preference towards shopping locally increases, the direct integration between Lightspeed and Google should help independent retailers manage a number of Google tools directly in their Lightspeed commerce platform at no additional cost.

This announcement comes as data from Google suggest consumers are interested in shopping local, but many are starting their journey online. Searches for “local” plus “business(es)” have grown by more than 80% year over year, including searches such as “local businesses near me” and “support local businesses”. Searches for “who has” + “in stock” have grown by more than 8000% year over year, including searches such as “who has gym equipment in stock”.

The global collaboration between Lightspeed and Google integrates three crucial tools directly into the Lightspeed platform: local inventory ads, smart shopping campaigns and Google My Business. This integration suits omnichannel retailers that use a multichannel approach to provide a seamless customer experience online or in a physical store.

Retailers can reach local customers with local inventory ads, from directly within the Lightspeed platform. These ads help nearby shoppers know what they have in stock, driving more visits to their physical shop.

Consumers are shopping across platforms and devices, online and offline, seamlessly. With smart shopping campaigns, products are eligible to show up across all Google’s properties and reach users wherever and whenever they’re searching or consuming content.

Users can get and manage a professional Google My Business listing straight from Lightspeed’s commerce platform. Retailers can keep customers up to date with their latest information, whether it’s store hours or Covid-19 safety protocols in place.

Enabling access to these digital tools directly within the Lightspeed platform is aligned with Lightspeed’s mission to simplify entrepreneurship and level the playing field for independent merchants. The integration, when combined with the firm’s supplier network, creates a seamless path for local retailers to scale their omnichannel businesses.

“We know that so much of business today starts with a Google search,” said Lightspeed CEO Dax Dasilva. “By combining forces, Lightspeed and Google are eliminating the pain points that prevent SMBs from effectively promoting their products online to the communities who prefer to shop local, providing them a springboard to simplify and scale their businesses as they prepare for the welcomed return of in-store shopping.”

This combination should give retailers increased opportunity to meet consumer needs in 2021, which have pivoted to prioritising shopping local. Google My Business and local inventory ad integrations are available to all Lightspeed retail customers. Smart shopping campaign capability will be available in the coming months.

“Small and medium sized businesses have been hit the hardest during the pandemic, but globally we’ve seen a rallying cry to support them,” said Sabrina Geremia, vice president for Google in Canada. “Customers are shopping both online and in-store and expect a seamless shopping experience between both. As we look towards recovery, this integration with Lightspeed will provide a scalable solution for Lightspeed merchants of all sizes looking to reach customers in this new omnichannel reality.”

Lightspeed powers complex small and medium-sized businesses with its cloud-based, omnichannel commerce platforms in more than 100 countries. With smart and scalable point of sale systems, it provides all-in-one packages for the retail, hospitality and golf industries.

Headquartered in Montreal, Canada, Lightspeed also has staff in the USA, Europe and Australia.