Google Checkout is the online payment gateway from Google. What makes this service uniques is that it actually guarantees the security of the transaction for both the merchant and the buyer. This has resulted in elite-electronix.com being able to reduce the set aside for fraud and shrinkage from 13% to approximately 4%. vs the same period in 2006. Previous payment gateways such as paypal and credit card gateways offer the merchant no protection against loss in the event of online fraud. While it is seldom reported in the news, online merchants are often the victims of fraudulent chargebacks and have little or no recourse even if all security procedures are followed> Google checkout is the first major online gateway to protect both the customer and the merchant.

Froogle, which has been renamed to Google Base is the online shopping search engine offered by Google. Elite-Electronix.com shifted their advertising strategy to include this free service offered by Google, and reduce spends on pricegrabber.com and other shopping engines. Advertising budgets were shifted to high profile, and high traffic ads on Industry sites like gsmarena.com.