eBay sellers who use ChannelAdvisor's Merchant service to manage their sales will be able to launch their listings to Google Base with the click of a button, according the company's CEO Scot Wingo. ChannelAdvisor announced support of Google's beta product, Google Base, on Thursday afternoon after being flooded with interest by customers. When loaded onto Google Base, items have the potential to be included in Google's main search index and other Google products like Froogle and Google Local, based on overall relevance.

"We believe Google Base is the foundation for an important new online marketplace/sales channel," said Scot Wingo, chief executive officer and president of ChannelAdvisor. "We are very excited to offer our customers direct automated access to this new channel for the holiday selling season."

Wingo said ChannelAdvisor is offering basic support for Google Base during the busy fourth quarter and expects Google to have a clearer view of where they are going by the first quarter of next year. Currently, ChannelAdvisor Merchants can click a radio button if they want all active inventory to appear on Google Base.

A search for ChannelAdvisor on Google Base (http://base.google.com) comes back with listings from ChannelAdvisor clients, such as DeCalo Fashion. Clicking on a DeCalo search result will bring visitors to the DeCalo Fashion website powered by ChannelAdvisor.

ChannelAdvisor launched a "Google Base micro site" to explain to sellers how ChannelAdvisor can help them start listing on Google Base immediately (http://www.channeladvisor.com/googlebase). It is also holding an interactive webinar for customers and prospective customers to learn more about Google Base on November 22 at 3pm ET (http://www.channeladvisor.com/webinars).

Asked how Google Base differs from Froogle, Google's shopping engine, Wingo said Froogle is more of a traditional comparison shopping engine, whereas Google Base is closer to a marketplace and has attributes (also called tags) and a broader distribution than Froogle.

Wingo said he thinks Google Base offers more options for sellers, and believes it will push eBay to be more innovative and will ultimately result in sellers selling more.

ChannelAdvisor says it processes over $90m/month (greater than $1B/yr) in gross merchandise volume on behalf of its customers, including IBM, Best Buy, Sears and Motorola. ChannelAdvisor supports multiple online marketplaces, including eBay, Amazon.com, Overstock.com, comparison shopping engines such as Shopping.com, Shopzilla, Nextag and Froogle and search engines such as Google and Yahoo.