However, many larger retailers who are interested in offering Google Checkout are hesitant to share customer and transaction data with Google, Friedland says. "There have been no 'deal breaker' concerns," he writes in the report, "but negotiations between Google and the legal teams at large retailers have been protracted, resulting in delayed adoption."

With Google, after January 1, 2008 merchants will still be able to receive free processing by way of using AdWords. The amount processed for free is based on the merchant's ad spend. This aspect will likely support the longevity of attracting merchants and keeping them with Google Checkout. This is also beneficial to Google as it will encourage advertisers to keep spending on AdWords.