Google is taking a new step toward integrating Fitbit products into its own ecosystem. Technically, Fitbit wearables have been “Google products” for a while now, but the Fitbit brand still had its own website. That’s about to change, as the Google Store website will finally replace the Fitbit online platform.
The entire Fitbit experience will be centralized in the Google Store starting October
Google completed the purchase of Fitbit in early 2021 for about $2.1 billion. Since then, the Mountain View giant has been leveraging Fitbit’s expertise and technology to work on its own Pixel Watch devices. Interestingly, Google continued to release smartwatches under the Fitbit brand, something that will not happen again since any future smartwatches will use the Pixel brand.
Fitbit wearables aren’t going away, though. We’ll still see simpler smartbands in different price segments. However, what will fully disappear in October is the Fitbit.com website to centralize the entire Fitbit product experience on the Google Store. “You made it! Google Store is your new home for all things Fitbit. Shop below or get help with your Fitbit account here,” says the Fitbit website. “On 10/1 the Fitbit store is moving. Shop Fitbit on Google Store,” adds another banner.
Google has been working on migration for some time
Recently, the “Fitbit by Google” label changed to “Google Fitbit.” It’s worth noting that Google began the platform migration in January 2024. In fact, the Fitbit online store already moved to the Google Store in April. Now, Google is also moving all Fitbit product-related content and support resources to its own website. In essence, Google is confirming that it will finalize the migration in October.
For some time now, Google’s acquisition of Fitbit has generated mixed reactions in the community. Long-time users of Fitbit products complained that new smartwatches lacked features compared to previous ones. Furthermore, the first-generation Pixel Watch faced criticism for issues such as battery life and small size. However, subsequent Pixel Watch models have improved considerably to establish themselves as one of the leading names in the Wear OS segment.