Major grocery retailers are wanting to keep up with Amazon's technological capabilities and many have joined forces with Google's Express shopping delivery service. The programme includes a shopping cart that customers can search for products through the search engine as well as the voice-activated Assistant. Rather than an advertising fee, Google takes a cut of each purchase.

Around 3.5 billion searches take place on Google every year - nearly 1.2 trillion per year. The programme allows retailers to influence a wide range of consumers and offer them a consistent and convenient purchase process.

The search engine's presence in the grocery space will no doubt be strengthed after its recent partnership with French supermarket Carrefour which includes a buying experience through Google platforms and an innovation lab.