With the globally spreading crisis many generous actions previously made by rich corporations are now unaffordable to them. Now retailers using Google's Checkout online payment service will have to pay fees during the Christmas shopping season even if they advertise on Google which was different in previous two years. Google introduced its Checkout service that helps retailers collect payment from online shoppers, in June 2006. Since that time the search giant waived the fees for retailers during the two Christmas seasons if they bought ads on Google.

The operating principle of Google Checkout is much like that of online wallet. Customers open their account on the Google Checkout website and then they can shop at numerous online shops without the need in retyping credit card numbers and other personal information. Businesses are charged 20 cents per every transaction processed through Google Checkout and 2% of the sale. To promote its Checkout service Google sticks a Google Checkout badge on the ads of merchants. As per statements of the company consumers are 10% more inclined to click on an ad with a Checkout badge and 40% more likely to purchase something.

While Google Checkout doesn’t appear to dominate the payments market it is still enjoying much popularity with the customers ranking number 4 among online payment services with 11% share in the sector, reports Javelin Strategy & Research. PayPal ranks first with a 64% share, Bill Me Later is second with 17% and Planet Payment's eCheck is the third with 16%. Thus, because Google Checkout gained a reputation among consumers retailers will unlikely reject the service on the grounds that they now have to pay fees.