At least one search engine marketer believes that Google's experiments with an online payment system (termed Google Wallet) augurs the opening of a "Google Store." Emmanuel Ide, a marketer for the U.K.'s Jazar (a website developer) says all the pieces are just about in place for Google to challenge Yahoo's dominance of Yahoo Shopping. "If Google manages to make e-commerce stores as easy to set up as a blog (Blogger), they may become a very big e-commerce player," according to Ide, who enumerates various factors leading to that conclusion: rumors of free hosting to be offered by Google, free analytics tools (Urchin), micropayments (Wallet), free email (Gmail), AdWords and AdSense for advertising, free promotion through Froogle - and, of course, search capabilities.