Picsart’s Apigee-powered Pivot: From B2C to B2B, Bringing Graphic Design Capabilities to Businesses

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With 150 million users and counting, Picsart was originally founded as a photo and video editing app we use to enhance our everyday life before uploading them to various social media platforms. As its user numbers continue growing, the company began exploring options for incorporating its easy-to-use editing tools into other applications and services. Now, businesses looking for a low-lift solution to enhance their product offerings with Picsart’s award-winning software suite can do so. Thanks to Apigee, organizations from assorted markets, such as printers, t-shirt makers, and phone case designers, are benefiting from Picsart’s custom design APIs.
Picsart helps companies reach a new audience of customers by offering them graphic design capabilities at an affordable cost, avoiding the resource and time-intensive process of hiring developers and building these functions from scratch. The benefits of APIs are energizing Picsart’s business partners, too; with the addition of photo editing, keeping customers engaged, and returning to their apps.
“Eighty percent of our users are Generation Z and Millennials,” says Jinny Jung, vice-president of Picsart’s API program. “They’re the future of creators all over the globe. They want creative control.”
“Many of the businesses we serve are looking to tap into that audience. They really need solutions like this to take their business to the next level,” Jung adds. Having an API service also takes Picsart to the next level — thanks in part to Apigee.
How to turn a quick pivot
Moving from strictly business-to-consumer (B2C) services to a business-to-business (B2B) offering wasn’t easy for Picsart. The company had to adopt an entirely new business model and develop a new suite of API products — and they did so quickly.
When a prominent social media site contacted Picsart about offering its editing tools to their users via APIs, Picsart knew it couldn’t miss this opportunity. However, none of their developers knew how to manage APIs for external use, an endeavor involving multiple processes and fraught with logistical complications. Failing to configure APIs correctly allows malicious actors to effortlessly bypass cybersecurity protections, exposing network data.
The company quickly assembled an API business unit to plan and coordinate the creation of a secure API development process. This process would support marketing, sales, distribution, and other facets of the business, all while still delivering great functionality to the company’s original B2C customers. And voila! Picsart was reborn.
The API BU works as “a scrappy startup within a larger company,” as Jung puts it. Its budget is scrappy too. Among the unit’s first tasks: finding an API management platform that could simplify and streamline all the tasks the team faced at an affordable price. Jung says that Apigee was a clear choice.
“Apigee’s offerings gave us the flexibility to get off the ground without a huge budget and grow our business over time. It’s super easy to use, the dashboard is very intuitive, and the price came in well for us.”
The company had already used APIs internally, but had never provided them to customers or partners.
“We needed to lean on gateways and management platforms that already knew how to set everything up,” Jung says. “We really needed the shortcut.”
Her team did consider other API platforms, but being part of Google Cloud gave Apigee a natural edge.
“We were already Google Cloud clients. We were already part of the Google Cloud ecosystem. We really liked Apigee’s ease of use and the power of Google behind it.”
Apigee works seamlessly in tandem with its other Google Cloud services, including the Google Cloud Content Delivery Network (CDN) and BigQuery, Google Cloud’s fully-managed data warehouse.
“Apigee’s integration with the whole Google ecosystem makes our lives easier, and makes it quite natural for us to use,” says Tiberiu Stanescu, director of engineering for the Picsart API business unit. “It allows us to also meet our technical needs, including scalability and even improved performance with queries and, when we’re integrating the data, dashboards.”
Using Apigee for total API control
Picsart uses Apigee to manage all its external APIs, which include those that enable users to remove or change photo backgrounds, apply filters, and add text. Apigee also manages the API features for Picsart’s Editor SDK package.
Key ways in which Picsart uses Apigee include:
- API management. Apigee runs test/stage and production environments, can customize pre-and post-flows, and automatically authorize for services with different methods including API Keys and oAuth.
Apigee’s pre-built integrated portal has helped Picsart “greatly” in the time the company has been using it, Stanescu says. He praised its flexibility and its rate-limiting function, “which allows us to properly define and secure our products.”
- Developer support. With Apigee, Picsart now takes an “API-first” approach to developing new features by using microservice architectures. They’re exposing APIs via their developer portal, which allows them to describe precisely how developers can use each API.
- Apigee helps Picsart’s own developers use APIs to simplify the development process and save the company time and money. In conjunction with other Google products, Apigee is providing Picsart with the data and analytics it needs to view and monitor API-related productivity improvements.
- Security. Apigee’s out-of-the-box security requires no specialized knowledge or skill to implement. Picsart relies on Apigee security features such as including headers to set up security parameters, and custom rate-limiting policies and quotas, allowing the company to avoid stack overflow from API calls.
As a result, the company has experienced zero API-related security incidents, Stanescu notes. “We’re definitely grateful to Apigee for this,” he adds. Recently, Stanescu says, a company performed penetration testing on Picsart’s APIs, looking for vulnerabilities, but failed to discover any security flaws or threats. Apigee’s easy-to-use, but powerful security features are helping Picsart keep its clients and customers safe and secure.
From scrappy startup to business core
In the three years since implementing Google Apigee, Picsart’s API business unit has gone from a seemingly simple request to a critical product offering enabling new and recurring revenue.
“It’s part of the foundation of our business,” says Jinny Jung. “It powers our entire API external-facing business. We wouldn’t be able to sell APIs to developers and partners without the Apigee API gateway. We wouldn’t have gotten off the ground without Apigee.”
Apigee is helping Picsart in another key way, too: its integration with products like BigQuery, Google’s data analytics platform that lets it stay on top of which APIs are most used. That information guides every aspect of the business and helps the company develop and release new generative AI-powered products.
“The data absolutely informs what we choose to develop and where we put our resources,” Jung says. “Apigee makes it super easy for us to track API use and see the trends.”
With Apigee, Picsart is opening up a new world of creative design to audiences across all markets and demographics, while avoiding the stress that comes with a costly development process. Today, generative AI apps continue capturing imaginations, unlocking the ability to create awe-inspiring art with only a few natural language prompts. Picsart and Apigee will continue working together to provide a canvas through APIs no matter where an artist may be.
How to Decide Whether to Run a Database on Kubernetes

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Today, more and more applications are being deployed in containers on Kubernetes—so much so that we’ve heard Kubernetes called the Linux of the cloud.
Despite all that growth on the application layer, the data layer hasn’t gotten as much traction with containerization. That’s not surprising, since containerized workloads inherently have to be resilient to restarts, scale-out, virtualization, and other constraints. So handling things like state (the database), availability to other layers of the application, and redundancy for a database can have very specific requirements. That makes it challenging to run a database in a distributed environment.
However, the data layer is getting more attention, since many developers want to treat data infrastructure the same as application stacks.
Operators want to use the same tools for databases and applications, and get the same benefits as the application layer in the data layer: rapid spin-up and repeatability across environments. In this blog, we’ll explore when and what types of databases can be effectively run on Kubernetes.
Before we dive into the considerations for running a database on Kubernetes, let’s briefly review our options for running databases on Google Cloud Platform (GCP) and what they’re best used for.
- Fully managed databases. This includes Cloud Spanner, Cloud Bigtable and Cloud SQL, among others. This is the low-ops choice, since Google Cloud handles many of the maintenance tasks, like backups, patching and scaling. As a developer or operator, you don’t need to mess with them. You just create a database, build your app, and let Google Cloud scale it for you. This also means you might not have access to the exact version of a database, extension, or the exact flavor of database that you want.
- Do-it-yourself on a VM. This might best be described as the full-ops option, where you take full responsibility for building your database, scaling it, managing reliability, setting up backups, and more. All of that can be a lot of work, but you have all the features and database flavors at your disposal.
- Run it on Kubernetes. Running a database on Kubernetes is closer to the full-ops option, but you do get some benefits in terms of the automation Kubernetes provides to keep the database application running. That said, it is important to remember that pods (the database application containers) are transient, so the likelihood of database application restarts or failovers is higher. Also, some of the more database-specific administrative tasks—backups, scaling, tuning, etc.—are different due to the added abstractions that come with containerization.
Tips for running your database on Kubernetes
When choosing to go down the Kubernetes route, think about what database you will be running, and how well it will work given the trade-offs previously discussed.
Since pods are mortal, the likelihood of failover events is higher than a traditionally hosted or fully managed database. It will be easier to run a database on Kubernetes if it includes concepts like sharding, failover elections and replication built into its DNA (for example, ElasticSearch, Cassandra, or MongoDB). Some open source projects provide custom resources and operators to help with managing the database.
Next, consider the function that database is performing in the context of your application and business. Databases that are storing more transient and caching layers are better fits for Kubernetes. Data layers of that type typically have more resilience built into the applications, making for a better overall experience.
Finally, be sure you understand the replication modes available in the database. Asynchronous modes of replication leave room for data loss, because transactions might be committed to the primary database but not to the secondary database(s). So, be sure to understand whether you might incur data loss, and how much of that is acceptable in the context of your application.
After evaluating all of those considerations, you’ll end up with a decision tree looking something like this:

How to deploy a database on Kubernetes
Now, let’s dive into more details on how to deploy a database on Kubernetes using StatefulSets.
With a StatefulSet, your data can be stored on persistent volumes, decoupling the database application from the persistent storage, so when a pod (such as the database application) is recreated, all the data is still there.
Additionally, when a pod is recreated in a StatefulSet, it keeps the same name, so you have a consistent endpoint to connect to. Persistent data and consistent naming are two of the largest benefits of StatefulSets. You can check out the Kubernetes documentation for more details.
If you need to run a database that doesn’t perfectly fit the model of a Kubernetes-friendly database (such as MySQL or PostgreSQL), consider using Kubernetes Operators or projects that wrap those database with additional features. Operators will help you spin up those databases and perform database maintenance tasks like backups and replication. For MySQL in particular, take a look at the Oracle MySQL Operator and Crunchy Data for PostgreSQL.
Operators use custom resources and controllers to expose application-specific operations through the Kubernetes API. For example, to perform a backup using Crunchy Data, simply execute pgo backup [cluster_name]. To add a Postgres replica, use pgo scale cluster [cluster_name].
There are some other projects out there that you might explore, such as Patroni for PostgreSQL. These projects use Operators, but go one step further. They’ve built many tools around their respective databases to aid their operation inside of Kubernetes. They may include additional features like sharding, leader election, and failover functionality needed to successfully deploy MySQL or PostgreSQL in Kubernetes.
While running a database in Kubernetes is gaining traction, it is still far from an exact science. There is a lot of work being done in this area, so keep an eye out as technologies and tools evolve toward making running databases in Kubernetes much more the norm.
When you’re ready to get started, check out GCP Marketplace for easy-to-deploy SaaS, VM, and containerized database solutions and operators that can be deployed to GCP or Kubernetes clusters anywhere.
How Cloud Networks Enable CSPs to Deliver 5G

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Communication services providers (CSPs) are experiencing a period of disruption. Overall revenue growth is decelerating and is projected to remain below 1 percent per year, following a trend that started even before the pandemic.1 At the same time, driven by the pandemic, data consumption in 2020 increased by 30 percent relative to 2019, with some operators even reporting increases of 60 percent.2
The combination of pressure on revenues with rising data traffic costs is forcing operators to innovate in three fundamental ways. First, operators are looking to establish new sources of revenue. Second, increased network utilization must be met with a reduction in network cost. And third, there is an opportunity to gain new customers by improving the customer experience.
Fortunately, 5G offers a path forward across each of these three areas. Concepts such as network slicing and private networks allow CSPs to offer differentiated network services to public sector and enterprise customers. The disaggregation of hardware and software allows new vendors with unique strengths to enter the market and to enable CSPs to build, deploy, and operate networks in fundamentally new ways. And the ability to place workloads at the edge permits CSPs to offer compelling experiences to consumers and businesses alike. In this blog, we will discuss how CSPs can create a solid foundation for their cloud networks.
Understanding telecommunications networks
First, it is useful to consider the way telecommunications networks were traditionally built. Initially, networks were built using physical network functions (PNFs) — appliances that used a tight combination of hardware and software to perform a specific function. PNFs offered the benefit of being purpose-built for a specific application, but they were inflexible and difficult to upgrade. As an example, deploying new features frequently required replacing the entire PNF, i.e., deploying a new hardware appliance.
The first step in improving deployment agility came with the concept of virtualized network functions (VNFs), software workloads designed to operate on commercial off-the-shelf (COTS) hardware. Rather than utilizing an integrated hardware and software appliance, VNFs disaggregated the hardware from the software. As such, it became possible to procure the hardware from one vendor and the software from another. It also became possible to separate the hardware and software upgrade cycles.
However, while VNFs offered advantages over PNFs, VNFs were still an intermediate step. First, they typically needed to be run within a virtual machine (VM), and as such required a hypervisor to interface between the host operating system (OS) and the guest OS inside the VM. The hypervisor consumed CPU cycles and added inefficiency. Second, the VNF itself was frequently designed as a monolithic function. This meant that while it was possible to upgrade the VNF separately from the hardware, such an upgrade, even for a feature that affected only a portion of the VNF, required deployment of the entire large VNF. This created risk and operational complexity, which in turn meant that upgrades were delayed just as they were with PNFs.
Creating the foundation for cloud networks
The trick to establishing your cloud based network resides in the challenge of moving from VNFs to containerized network functions (CNFs) — network functions organized as containers as a collection of small programs, each of which can be independently operated.
The concept of containers is not new. In fact, Google has been using containerized workloads for over 15 years. Kubernetes, which Google developed and open-sourced, is the world’s most popular container orchestration system, and is based on Borg, Google’s internal container management system.3 There are lots of benefits to using containers, but fundamentally, it frees developers from worrying about resource scheduling, interprocess communication, security, self-healing, load balancing, and many other tedious (but important!) tasks.
Consider just a couple examples of benefits that containerization brings to network functions. First, when upgrading the network function to implement new features, you no longer need to re-deploy the entire network function. Instead, you only need to re-deploy the containers that are affected by the upgrade. This improves developer velocity and reduces the risk of the upgrade because, rather than infrequent upgrades that each introduce substantial changes, you can now have frequent upgrades that each deploy small changes. Small changes are less risky because they are easier to understand and to roll back in case of anomaly. Incidentally, this also improves your security posture because it reduces the time between when a security vulnerability is discovered and when a patch is deployed.
Speaking of security, another example of the benefits that containerization brings to network functions is an automatic zero-trust security posture. In Kubernetes, the communication among microservices can be handled by a service mesh, which manages mundane aspects of inter-services communication such as retries in case of failure and providing observability into communication. It can also manage other essential aspects such as security. For example, Anthos Service Mesh, which is a fully-managed implementation of the open-source Istio service mesh (also co-developed by Google), includes the ability to authenticate and encrypt all communications using mutual TLS (mTLS) and to deploy fine-grained access control for each individual microservice.
Automation and orchestration for cloud networks
CNFs bring tremendous benefits, but they also bring challenges. In place of a relatively small number of network appliances, we now have a large number of containers, each of which requires configuration, management, and maintenance. In the past, many of these processes were accomplished using manual techniques, but this is impossible to accomplish economically and reliably at the scale required by CNFs.
Fortunately, there are cloud-native approaches to solving these challenges. First, consider the problem of autonomously deploying and maintaining CNFs. The ideal way is to use the concept of Configuration as Data. Unlike imperative techniques such as Infrastructure as Code, which provide a detailed description of a sequence of steps that need to be executed to achieve an objective, Configuration as Data is a declarative method whereby the user specifies the desired end state (i.e., the actual desired configuration) and relies on automated controllers to continuously drive the infrastructure to achieve that state. Kubernetes includes such automated controllers, and the great news is that this method can be used not just for infrastructure but also for the applications residing on top of it, including CNFs. This cloud-native technique frees you from the toil and associated risk of writing detailed configuration procedures, so you can focus on the business logic of your applications.
As another example, consider the problem of understanding your network performance, including anomaly detection, root cause analysis, and resolution. The cloud-native approach starts with creating a data platform where both infrastructure and CNF monitoring data can be ingested, regularized, processed, and stored. You can then correlate data sets against each other to detect anomalies, and with AI/ML techniques, you can even anticipate anomalies before they happen. AI/ML is likewise indispensable in gaining an understanding of why the anomaly is happening, i.e. performing root cause analysis, and automated closed-loop controllers can be developed to correct the problem, ideally before it even happens.
Architecting for the edge
The transition from VNFs to CNFs is a critical piece in addressing the challenge that CSPs face today, but it alone is not enough. CNFs need infrastructure to run on, and not all infrastructure is created equal.
Consider a typical 5G network. There are some functions, such as those associated with an access network, that need to be deployed at the edge. These functions require low latency, high throughput, or even a combination of the two. In 5G networks, examples of such functions include the radio unit (RU), distributed unit (DU), centralized unit (CU), and the user plane function (UPF). The first three are components of the radio access network (RAN), while the last is a component of the 5G core. At the same time, there are some other control plane functions such as the session management function (SMF) or the authentication and mobility management function (AMF) that do not have such tight latency and high throughput requirements and can thus be placed in a more centralized data center. Furthermore, consider an AI/ML use case where a particular model (perhaps for radio traffic steering) needs to run at the network edge because of its latency requirements. While the model itself needs to run at the edge, model training (i.e., generating the model coefficients) is frequently a compute-intensive exercise that is latency-insensitive and is thus more optimal to run in a public cloud region.
All of these use cases have one thing in common: they call for a hybrid deployment environment. Some applications must be deployed at the edge as close to the user as possible. Others can be deployed in a more centralized environment. Still others can be deployed in a public cloud region to take advantage of the large amount of compute and economies of scale available therein. Wouldn’t it be convenient — if not transformational — if you could use a single environment for deploying at the edge, in a private datacenter, and in public cloud, with a consistent set of security, lifecycle management, policy, and orchestration resources across all such locations? This is indeed what Google Distributed Cloud, enabled by Anthos, brings to the table.
With Google Distributed Cloud, you can architect a 5G network deployment such as the one shown below.

Business benefits of cloud networks
Beyond the technical benefits, consider the business benefits of such an architecture. First, by following the best practices of hardware and software disaggregation, it permits the CSP to procure the infrastructure and the network functions from different vendors, spurring competition among vendors. Second, each workload is placed in precisely the right location, enabling efficient utilization of hardware resources and offering compelling low-latency, high-throughput services to users. Third, because the architecture utilizes a common hybrid platform (Anthos), it makes it easy to move workloads across infrastructure locations. Fourth, the separation of workloads into microservices accelerates time-to-market when developing new features or applications, such as those enabling enterprise use cases. And finally, the container management platform supports the simultaneous deployment of both network functions and edge applications on the same infrastructure, allowing the operator to deploy new experiences such as AR/VR directly on bare metal as close to the user as possible.
The next generation cloud network is now
There is a lot more we could say, but perhaps the most important takeaway is that this architecture is not a future dream. It exists today, and Google is working with leading CSPs and network vendor partners to deploy it, helping them realize the promise of 5G to deliver new revenues, reduce operating costs, and enable new customer experiences.
To learn more, watch the video series on the cloudification of CSP networks.
Discover what’s happening at the edge: How CSPs Can Innovate at the Edge.
1.Statista, Forecast growth worldwide telecom services spending from 2019 to 2024
2 PricewaterhouseCoopers, Global entertainment and media outlook 2021-2025
3. Borg: The Predecessor to Kubernetes
The Modernization Imperative (TMI): The Beauty in Boring

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You have something in your pocket right now that possesses more computing power than spacecraft fifteen billion miles away from Earth. No, not your mobile phone — the key fob for your car! Voyager 1 and Voyager 2 launched in 1977, and forty five years later, these little rascals still work and send data back to Earth while moving through cold, empty space at over thirty thousand MPH. Think your key fob will still be going strong in 2068? It’s also amazing that the Romans created a concrete so long-lasting that two thousand years later, structures built with it are still in use. Meanwhile, the roads outside my house develop potholes if a rabbit sneezes on them.
I’m a fan of durability because it allows you to think outside the box. If I know that my foundations are safe, I’ll be more inclined to push the boundaries to innovate outside my comfort zone because the environment can handle it. Durability needs to be a cornerstone of the application modernization conversation, as each application and environment we create for our customers is the first step of their next-generation technology and business strategy. An entire organization’s goals and dreams rests on the shoulders of the technology architectures we are building, and we need to ensure that the foundation has the strength to withstand everything the future can throw at it — and then some.
When it comes to selecting the appropriate foundational technologies for modern applications, it’s crucial to consider the longevity and reliability of the technology. Will an exciting new open-source large language model be around in a year? Or that interesting new database from PayPal? How do I choose something from the ever-growing CNCF landscape diagram? This is where the strength of open-source communities and vendor backing comes into play. For instance, Kubernetes, PostgreSQL, and Java have stood the test of time, thanks to their robust feature sets, dedicated communities, and strong vendor support.
Kubernetes provides a scalable solution for managing and deploying applications, with Google’s strong backing: As of July, we’ve made over 1,000,000 contributions to the k8s project — 2.3 times more than any other contributor. PostgreSQL, meanwhile, is one of the world’s most advanced open-source databases and offers a comprehensive set of features that cater to a wide range of data processing needs, with a vibrant community constantly enhancing its capabilities. And Java, a general-purpose programming language, has been a staple in the development community for decades, providing a reliable platform for building robust applications.
Choosing an established technology not only brings the benefit of a mature feature set but also the assurance of continuity. A new database or language model may be promising, but they lack the track record of these tested technologies. The risk of adopting such new technologies is their potential discontinuation or lack of support, which could jeopardize your application’s stability and longevity.
The Voyager team’s use of aluminum foil is a great illustration of this principle. They chose a simple, reliable, and available solution to protect sensitive instruments during their mission. The choice of aluminum foil might not have been the most cutting-edge or exciting, but it was practical, reliable, and ultimately successful. Similarly, when choosing foundational technologies for your modern applications, sometimes the “boring” choice is the best one. It’s not about chasing the latest trends; it’s about choosing what works and stands the test of time.
Vendor backing is another critical consideration when choosing foundational technologies. A reliable platform provider that runs these technologies ensures a high-uptime Service Level Agreement (SLA). For example, Google Kubernetes Engine (GKE) offers a 99.95% uptime SLA, while Bigtable “just works,” and Cloud Storage doesn’t lose data thanks to a design that supports 99.999999999% annual durability.
Boring doesn’t mean blah
That’s not to say we shouldn’t experiment with new technologies and encourage our customers to do the same. Everyone needs an innovation strategy. The concept of an ‘innovation spectrum’ is helpful here. This spectrum represents different degrees of technological innovation that companies can employ based on their specific needs and capabilities. On one end of the spectrum, there’s incremental innovation, which involves making small improvements or extensions to existing products, services, or processes. On the other end, there’s radical or disruptive innovation, which involves creating entirely new products or services that can potentially disrupt entire industries.
A classic example of balancing cutting-edge technology with “boring” or legacy technology is seen in many financial institutions. They might use AI and ML for fraud detection or predictive analytics while still relying on tried and true technologies for their core banking systems. This blend of newer and older technologies allows them to benefit from the latest advancements without jeopardizing the stability and reliability of their critical operations. However, as the banking industry is finding out, that can also come at a risk of stifling innovation and can cause customers to look elsewhere.
For developers, Google Cloud’s Kubernetes-based platforms present a similar balance between innovation and stability. For example, researchers can leverage cutting-edge GPU sharing in GKE to explore the origins of the universe, while the BBC uses Cloud Run serverless containers to keep up with demands of a very busy news day.
Adopting best practices like platform engineering can provide a robust foundation for rolling out new technologies. Platform engineering focuses on creating a stable, scalable, and secure platform that allows for rapid deployment of applications. GitOps is another important practice that involves using Git as a single source of truth for declarative infrastructure and applications. With Git at the center of the delivery pipelines, developers can use familiar tools to make pull requests. Changes can be rolled out or rolled back easily, making the process of adopting new technologies smoother.
When it comes to modern application development, developers need to be able to trust that the foundational technologies they choose will be reliable and durable. Without this assurance, developers may be hesitant to take risks or explore creative solutions. To give them the confidence they need, an effective platform engineering strategy can provide a strong foundation for rolling out new technologies while ensuring stability and security.
Boring can be beautiful, especially if you’re building for the long haul. Regardless of what you’re developing, from roads and rocketships to microservices or network architecture, the fundamental structure needs to withstand everything the conceivable future can throw at it. A solid, durable foundation offers developers the capabilities they need to push the boundaries, and the reliability they need so their brainchild is still humming along, 15 billion miles away.
What’s New in Retail: Bits from Google Cloud’s Retail & Consumer Goods Summit

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Today we’re hosting our Retail & Consumer Goods Summit, a digital event dedicated to helping leading retailers and brands digitally transform their business. For me, this is a personally exciting moment, as I see tremendous opportunities for those companies that choose to focus on their customers and leverage technology to elevate experiences.
Our event includes breakout sessions to help retailers and brands become customer centric, embrace the digital moment and transform their operations. Some of my favorite sessions include:
- Why Search Abandonment is the metric that matters, highlighting Retail Search, and featuring a conversation with Macy’s
- Driving Consumer Closeness in a Privacy-Centric World, discussing how retailers and brands can create a successful first party data strategy, featuring a conversation with P&G
- The Modern Store: 7 Innovation Hotspots, sharing how retailers and brands can approach store transformation to unlock the most value from technology, featuring a conversation with The Home Depot.
I’ll be speaking in our Retail Spotlight session, discussing the current retail landscape and our industry approach, followed by conversations with Albert Bertilsson, Head of Engineering – Edge at IKEA Retail (Indga Group) and Neelima Sharma, Senior Vice President, Technology Ecommerce, Marketing and Merchandising at Lowe’s.
Let me share a bit more about the topics we’ll discuss in that session.
In retail specifically, digital-first shopping journeys are blurring the lines between the physical and digital brand experience. Shoppers want to know what’s available before they visit your stores, and they expect fulfillment options like curbside pickup. We see this when tracking trends for interest in curbside pickup or in-stock items.

This has left many retailers asking how they can get smarter with their data, tackle the $300 billion dollar problem of “search abandonment,” move faster to create new customer experiences, and do a better job of connecting their employees and customers – with confidence.
Our team has been spending time thinking about how we can rise and succeed in this new era together. We continue to focus on areas where we can bring the best of our capabilities to our retail customers around the world. And we’re focused on ways we can bring the best of what Google has to offer through cloud integrations.
Our goal is to help retailers become customer-centric and data-driven, capture digital and omni-channel revenue growth, create the modern store and drive operational improvement.

Let’s dig into each of these strategic pillars in a bit more detail.
Become customer centric and data driven
Customers today expect experiences that are timely, targeted, and tailored for them and their needs, and reject experiences that can’t deliver these features. Data modeling, legacy technology, and siloed systems often prevent retailers from providing that level of personalized experience.
At Google Cloud, we work with global retailers and our ecosystem partners to activate and bring value from first-party data, particularly in the field of customer data platforms (CDPs). This includes integrations from Google Cloud, such as our business intelligence platform Looker and other popular platforms to power one source of customer data through the organization. We also help retailers modernize their data warehouse with Looker for gathering business intelligence across their organization. This is important not just for consumer data, but inventory, supply chain, and store operations as well.
Capture Digital and Omnichannel Growth
We power some of the largest e-commerce sites in the world, helping them scale for Black Friday, Cyber Monday, and other holiday events. While scale is critically important, it’s also important to consider the quality of the online experience. How do your customers find products? How can you help deliver seamless online and omnichannel experiences?
To help, we’re building product discovery solutions that bring together the best of our technologies that help retailers drive engagement with their consumers. Retail Search, for example, gives retailers the ability to provide Google-quality search on their own digital properties – search that is customizable for their unique business needs and built upon Google’s advanced understanding of user intent & context.
The imperative is clear. Recent research found that retailers lose more than $300 billion to search abandonment — when purchase intent is not converted into a sale due to bad search results — every year in the US alone.
Today, we announced that Retail Search is available to a larger set of retailers. If you are interested in learning more about Retail Search you can contact your sales representative for additional details.
Create the modern store
With the rise of buying trends like curbside pickup and proximity-based search, our Google Maps Platform team is working on new products and features to help raise inventory awareness for your shoppers. We want to help you make it easier for them to understand what’s available to purchase in their channel of choice.
With Product Locator, each product page connects customers with information they need for local pickup and delivery options. This ensures customers are aware of pickup and delivery options throughout the buying journey—not just checkout.
Awareness of local inventory can boost a wide range of key metrics for your business. Shopify recently shared that shoppers who opt for local pickup over delivery had a +13% higher conversion rate and that 45% of local pickup customers make an additional purchase upon arrival.
This is just one quick example of how our Google Maps Platform team can improve experiences for your shoppers.
Operational improvement
It can be challenging to operate in a world and at a time when consumer behavior and supply chains are so disrupted and volatile, and where entire retail teams had to go remote during the pandemic and beyond.
We’re working with retailers to leverage artificial intelligence (AI) to improve consumer experience through chat bots or conversational commerce that solves problems for customers from anywhere. You can learn more about these offerings in our Conversational Commerce with Google breakout session, featuring Albertsons.
As the need for digital transformation continues to accelerate, Google Cloud is helping retailers stay ahead of the curve with solutions for digital and omnichannel growth, data-driven and customer-focused experiences, and operational improvement. For every era of cloud technologies, from the past into the future, Google Cloud is committed to providing solutions to retailers.
Read more about our solutions for retail, and check out additional sessions, including the CPG Industry Spotlight Session How To Grow Brands in Times of Rapid Change – Featuring L’Oréal at our Retail & Consumer Goods Summit.

Realize the True Potential of Omnichannel- Five Principles to Transform the Customer Experience
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Most organisations trying to create an omni-channel customer experience approach the strategy in a siloed and individual manner. Often, businesses focus more on delivering a checklist of individual assets than enabling cohesive experiences as per the customer’s requirement.
A comprehensive omni-channel strategy should not merely focus on the forms of digital assets but take into account the over-all customer experience that they create. Both business and IT need to work in conjunction to provide customers a consistent, engaging, entertaining, and seamless experiences across multiple channels.
Read this E-book to understand how well-managed APIs and a developer-centric perspective enables companies to create a user-friendly experience and meet evolving customer expectations. By managing APIs as products that enable developers to match each market shift with a new digital service or app, businesses can realize the true promise of omnichannel experience.
Learn from real-life examples of companies like Walgreens, Burberry, and Ticketmaster and how these companies are leveraging API platforms to understand user behaviour and insights to create better product strategies, improve customer interactions, and increase customer loyalty.
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