Author name: Isabel Hughes

Using the Google Places API to capture addresses on a website or app is great for investing in user experience. It helps to reduce cart abandonment, removes form friction, etc.  But it doesn’t validate the address, and if you’re relying on that address to send something to a customer, it may not arrive. Furthermore, we’ve often heard from businesses that they have struggled with delivery issues, an increase in customer service calls, or incorrectly formatted data going into their CRM system as a result of using Google’s address capture solution.