Google is hoping to get the attention of shoppers in the Capital Region with a new service that enables online purchases from multiple stores.

Google Express launched Wednesday in the Albany area and much of the Northeast.

The service has been available elsewhere in the country, including in Manhattan for the past two years, and now covers 75 percent of the country. The aim is to offer it nationwide by year's end.

Locally, 14 retailers so far have lined up for the program including Kohl's, Whole Foods, Toys R Us, Costco, Payless Shoes, PetSmart and Ulta Beauty.

Shoppers will be able to go to google.com/express or download the app and then order products from multiple retailers at a time. "It's one easy, simple-to-use shopping basket," said Brian Elliott, general manager of Google Express. "People love to shop from a wide range of merchants."

A customer who has a birthday to celebrate can go to the site and buy party supplies from Costco and a gift from Toys R Us.

In addition to the cost of the product, there is a $4.99 fee per store. Customers can instead pay $10 a month or $95 a year for delivery without the fee. Free 90-day trials are available.

Shipping will take two days at the latest, although most merchants and cities will offer to deliver overnight.

While there are 14 retailers that Albany area shoppers can access, he said, the aim is to grow that number substantially.

Asked twice if Google is trying to compete with Amazon Prime, which also allows customers to sign up for free, two-day delivery at a set fee, Elliott ducked the question.

"We're a great platform builder," he said. "People have been excited by the service."

Initially the stores participating are large retail chains. Over time, Elliott said, he hopes to add independent retailers.

"We want to be able to bring a lot more independent and regional businesses," he said. "We absolutely intend to expand out.

"We're really good at connecting users and merchants," Elliott said.

tobrien@timesunion.com • 518-454-5092 • @timobrientu