In general, the adoption of voice-activation and on-demand delivery/pickup follows the wider capabilities stemming from the rise of Connected Intelligence and the Knowledge Graph, which have propelled personalized, one-to-one connections between brands and digital assistants such as Amazon's Alexa, Apple's Siri, Google Assistant, Microsoft's Cortana, and Samsung's Bixby as they enter the mainstream of consumer behavior.
This partnership will now enable the USA residents to order from Target via Google Express, and therefore Google Assistant and Google Home too.
Starting today, anyone living in the continental United States can order from Target using Google Express, and thereby Google Assistant and Google Home. In addition, in 2018, Target shoppers will be able to link their Target.com and Google accounts, so the service will remember all their favorite items.
In tandem with Target's roll-out on Thursday, Google has also unveiled plans to grow the number of ways customers can use the Google Assistant.
Besides, Google Assistant will soon be gaining functionality for online shopping, now shopping via Google Home and Assistant is only possible on Android TV. With this, you'll be able to order a huge variety of items all with your voice.
Announced this morning, all of Target is now shop-able via the Google Express application for all USA residents, with exception to Hawaii and Alaska.
Google previously charged $10 a month or $95 per year for Express, but recently dropped its membership fee for the service as it struggled to keep pace with Amazon's growth. For Google, the deal extends the appeal of its online mall at a time when more shoppers are beginning their online product searches on Amazon.
"Next year, we will also leverage our 4,700 USA stores and our fulfillment network to create customer experiences that don't now exist within voice shopping anywhere else", Marc Lore, head of Wal-Mart's USA e-commerce business, said in a blog post.
Target likewise initially won't offer fresh groceries via Google Express, a representative told CNBC.
Today, for example, shopping for dry goods like coffee and paper towels through voice-enabled devices is more easily accomplished than picking out an outfit, where there are many more factors involved.
Most of the capabilities of shopping through Google Express won't be available until 2018.