Google Will Soon Add ‘Buy Button’ in Mobile Search

Google kicked off as a search engine, but its hasn’t restricted itself to search only. It is constantly refurbishing itself with the inclusion of fresh features like ‘Find My Phone‘, allowing users send directions from desktop to mobile, providing a list of relevant apps, and many more innovative tools. The tech behemoth is now planning to venture into the online marketing business with the introduction of ‘buy button’. According to a report by Wall Street Journal, the Mountain View-based giant will soon start showing the ‘buy button’ for the searched products on mobile devices.

The source familiar with the matter revealed that only the sponsored search results will come with a buy button within the ‘Shop on Google’ page. The non-sponsored results generated from Google’s search algorithm will be deprived of this feature. As soon as a shopper clicks the buy button, he/she will be directed to the Google product page where they can pick the desired colour, size and payment option.

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Like many other shopping websites, the products would be provided and sold by the original retailers instead of Google. The move is being considered as a profound shift in Google’s strategy as the company is diving into an entirely different segment. It will not drive the customers to the retail sites, and instead will confine them to Google’s own shopping page. In the Google program, retailers will have access to limited information like e-mail ID and delivery address only if the shoppers opt for it.

The payment credentials will also stay with Google and won’t be sent to the retailers. Once Google gets money from the shopper, it will pass on the payment to the retailer. Users will be offered with a wide array of payment options, as confirmed by the source. The buy option will be available to mobile users as of now, as Google aims to try it with a smaller fraction of an audience.

With this move, Google will be known as a retailer and its role will be much more than just showing results. It will be handling an online transaction business along with managing traffic. The strategic shift will turn Google into a marketplace, pitting it against the thriving e-commerce giants like Amazon, eBay and more. We may come across this new feature in a few weeks.