Google looks set to join the 'buy' button trend

The company will let consumers click to buy right from search results, the Wall Street Journal says

THE BIG ONE Google offers excellent tools on iOS—including voice and photo search—to help you find what you’re looking for.
THE BIG ONE Google offers excellent tools on iOS—including voice and photo search—to help you find what you’re looking for.

Google will include a "buy" button in its search results on mobile devices in the coming weeks, said a report on Friday in the Wall Street Journal, a move that could give online shoppers an easier way to buy products on small screens.

The change might also give consumers an alternative to mobile apps from companies like Amazon and eBay, though it might jeopardize retailers' ability to directly market to their customers.

The buy button will appear on Google's search results pages when people search for certain products on mobile devices, said the report, which cited unnamed sources. If users click on the buttons, they'll be taken to another Google page where they can choose among sizes and colors, select shipping options and complete the purchase, the report said.

Google reportedly will let shoppers enter their payment information just once, store it, and automatically load it for future purchases on Google's shopping pages.

The products will still be provided and sold by the retailer and not by Google. Macy's is in talks with Google to take part in the launch of the button, according to the Wall Street Journal report.

Representatives of Google and Macy's did not immediately respond to requests for comment.

The buttons will accompany only sponsored search results, not regular results driven by Google's basic search algorithm, the report said. At first they will only appear with a small percentage of Google's search traffic.

Over time, the buttons could help Google expand its search service beyond information and links to also encompass an online storefront. But the program could weaken retailers' connections with customers.

To help preserve part of that connection, Google will allow consumers to opt in to the same marketing programs they would be exposed to had they bought the item on retailers' own sites, the Wall Street Journal report said.

A Google "buy" button is would come as other sites like Facebook and Twitter try out new ways to let users make purchases without leaving their sites.

Exactly when Google will launch its "buy" button isn't clear. If it does indeed arrive in the coming weeks, that would be around the time of the company's annual I/O conference for outside developers.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

Thank you for sharing such an informative post about Yoga Mats.....we also offers Yoga Mats at very affordable prices. For more info you ...

Yogamats India

Food for Thought: How a policy of diversity and inclusion helps improve CX

Read more

Does Magento have any progressive web apps?

libertylady

​Adobe aims to compete with the big guns in digital commerce

Read more

According to the executive manager for commercial and marketing within the Events Melbourne team, Lucan Creamer, the City’s vision for th...

Armstrongsmith

Melbourne Fashion Week: Using digital and insight to drive engagement and attendance

Read more

The key difference is designers no longer have to spend all their time translating their ideas into digital models, which is the grunt wo...

Armstrongsmith

What automated design is going to do to 3D printing and product customisation

Read more

The four financial-oriented metrics employed are return on marketing investment; revenue per customer; marketing expenditure versus budge...

Armstrongsmith

Report: Accountability key to marketing's influence in business

Read more

Latest Podcast

More podcasts

Sign in