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

Data has the power to build or burn brands

A brand can be severely wounded by use or misuse of any of its assets and you could say data has the greatest power of all to inflict damage.

Lucy Acheson

Head of data strategy and customer experience, LIDA

Totto and your inorganic future

At Cannes Lions this year we’ve been treated to many artificial intelligence (AI) insights. It’s one of the major discourses of our time.

Richard Brett

CEO, opr

Personas of one and the rise of ‘always there’ marketing

I’ve got some bad news. The ‘always on’ marketing approach that many companies have only just fully implemented is already out of date.

Nigel Roberts

Founding partner and strategy lead, Yell

The best design always features a minimalist approach to the use of color. Many designers are tempted to use many different colors but us...

Jose Salas

How email marketing automation is helping this Aussie electrical wholesaler enter the digital age

Read more

I read you post full. It's really good .

Yusuf

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Promotion is difficult. You should be able to do it. Sometimes it turns out bad, and when you turn to professionals, it turns out well - ...

Jordan Samuil

Village Roadshow partners with Lion for pourage rights and promotional partnership

Read more

This is very good news for Australian SMEs as ActiveCampaign is an very powerful marketing automation / email marketing tool that costs a...

Lawrence

SMB marketing automation provider sets up Asia Pac HQ in Sydney

Read more

Completely agree! For the best commercial properties in Mumbai, visit our website - Jagaha!

Gizelle

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Latest Podcast

More podcasts

Sign in