Google Wallet, the “micropayment” system developed by the search engine giant, is the topic of the latestDigital Marketer blog post, which is written by Managing Editor Josh Loposer.

Google Wallet “has been slow to really catch on,” said Loposer. “In theory, it makes perfect sense that Google would try to develop a way for users to have a card on file through which they can just quickly and easily buy random shiny objects while they shop and search within the Google ecosystem.”

However, not enough retailers have been keen to allow Google to broker their sales, so Loposer wrote that the latest version of Wallet is “being advertised as a way for publishers to basically set up a DIY pay wall.” Paying for online content, however small the amount may be, is something Loposer says may be difficult for users to adopt.

“Sure, content publishers would love to monetize their content,” he wrote, “and 49¢ cents seems like a perfectly reasonable price point — but are you going to set up a Google Wallet account to read an article worth 25¢?”

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