Google is planning to create an online market for traditional retailers via its recently unveiled Google Base service. The search engine giant is looking to create a "virtual supermarket" by developing the service, which is currently undergoing beta testing.Google EMEA head Nikesh Arora told the Financial Times that the search engine giant was targeting firms in sectors such as real estate as well as the more obvious retail segment of the market with the service. Google's "value add" is to index and package offers in an easy to use format. "Google Base is going to have a huge impact on retailers," he said.
Google Base is a significant development because up to now the service has been viewed as a classified ads service targeted at consumers. The creation of an ecommerce launch pad for retailers pitches Google against similar initiatives from the likes of Amazon and eBay
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