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Google’s begins to strip away Fitbit’s on-line retailer as integration deepens

What it’s worthwhile to know

  • Though Google accomplished its acquisition of Fitbit in 2021, the wearable model has largely remained unbiased up till very not too long ago. 
  • Final week, the corporate shut down the standalone store, as a substitute directing prospects to finish purchases on the Google Retailer transferring ahead. 
  • It is one of many closing nails within the coffin for Fitbit, which is now taking the backseat at Google after as soon as being a dominant firm within the wearable area. 

Since lastly finishing the Fitbit acquisition a number of years in the past, Google has steadily built-in the model’s merchandise, companies, and underlying tech into its portfolio. The Google Pixel Watch and Pixel Watch 2 each clearly take notes from Fitbit’s design and expertise, with curved edges and a minimalist kind issue, for instance. Fitbit has borrowed issues from Google, too, resembling its Materials You design language. Nonetheless, up till very not too long ago, Fitbit has maintained a reasonably excessive stage of independence from Google. 

That run appears to be formally over, following a number of large modifications this month. In early April, Google overhauled the Fitbit app to make it extra in step with Materials You, particularly within the Sleep pages. The overwhelming majority of Fitbit customers did not just like the transfer, as evidenced by many social media posts and even a number of emails I obtained immediately from customers. 

Now, Google has determined to close down the store, with 9to5Google first recognizing the change over the weekend. In the event you attempt to buy a Fitbit gadget from the native Fitbit web site, you will be redirected to the Google Retailer to finish your buy. “Fitbit is now a part of Google, so your checkout and buy can be accomplished on Google Retailer,” a banner explains. 

The banner on the Fitbit website.

(Picture credit score: Future / Fitbit)

This transfer is not precisely shocking as a result of Google has been additional integrating Fitbit into the corporate all through 2024. First, it mixed the Fitbit and Google Assist Facilities in January. Then, in March, Google added extra wearables and straps to the Google Retailer. At that time, the writing was on the wall. Fitbit’s time as a standalone model was operating out.

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