Amazon, eBay, and everyone else in the e-commerce industry should prepare for impact as Google plans to launch ‘Buy’ buttons.
The new buttons, reportedly arriving in coming weeks, will appear in search results when users search for products on their mobile devices. A “Shop on Google” banner will house the buttons and appropriate products. The buttons will indeed be paired with sponsored search results.
Here is how The Wall Street Journal describes the way in which Google’s ‘Buy’ buttons will work:
If shoppers click on the buy buttons, they will be taken to another Google product page to complete the purchase, the people explained. On that page, they will be able to pick sizes and colors and shipping options, as well as complete the purchase, one of the people said.
The products will still be provided and sold by retailers, rather than by Google. Retailers including Macy’s Inc. are in talks with Google about taking part in the launch, the people added. A Macy’s spokesman didn’t respond to a request for comment on Friday.
Google handles the product pages as well as the checkout process. Shoppers input their billing information just once and Google retains it for future purchases. Retailers will still be able to obtain address information and email addresses in the event that shoppers enroll in marketing programs offered by Google.
Google has no plans to bring the buttons to desktop users at this time. In fact, only a small percentage of search results will actually offer the buttons.
Source: The Wall Street Journal
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