Google plans to add Buy Buttons to mobile ads when people search for products on their gadgets, according to the Wall Street Journal
, citing "people familiar with the launch." According to the newspaper:
The buttons will accompany sponsored - or paid - search results, often displayed under a "Shop on Google" heading at the top of the page. Buttons won't appear with the nonsponsored results that are driven by Google's basic search algorithm.
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 question is, why hasn't Google added a buy button to ads shown on search results on desktops by now? It's not as though it hasn't been trying
- the answer is likely that advertisers have resisted, preferring to have shoppers come directly to their own website. But on mobile, it's more difficult to get shoppers to complete transactions.
Presumably merchants are willing to give up some control in exchange for higher sales, and presumably Google is offering mobile shoppers a streamlined experience that provides a sense of security.
The article addresses merchant concerns and says Google will provide them with email addresses etc. - if the shopper opts in, but says Google will not provide payment information to merchants. It will be interesting to see which payment methods it accepts.
What do you think of Google's latest play in ecommerce? Do Amazon and eBay have anything to worry about with the new Google Buy Button?