Google works with Shopify to spur commerce, retail ad spending

FILE PHOTO: The Shopify logo hangs behind the Canadian flag after the company's IPO at the New York Stock Exchange in New York, U.S., May 21, 2015. REUTERS/Lucas Jackson/File Photo

Shopping ads have become a powerful sales spigot for Alphabet Inc’s Google. So the company is doubling down on them, launching a new tool designed to draw even more spending from e-commerce businesses and drive offline sales. 

With the new feature, Google will make it easier for retailers to run ads for consumer products, like sneakers and speakers, on several popular Google services. And marketers will be able to buy these Google ads directly through Shopify Inc., another integration between the two companies that are facing a looming threat from Amazon.com Inc.