Google Buy Buttons Have Arrived: Introducing Purchases on Google

Back in May, Power Retail reported that Google was looking to feature ‘Buy’ buttons in its mobile search results, as part of its efforts to advance location-based technology as consumers spend more time on smartphones.

On Wednesday, the search engine giant officially unveiled a new feature called ‘Purchases on Google’, which allows shopper to buy items directly from mobile search ads. When a shopper searches on mobile for a product such as ‘women’s hoodies’, they may see a shopping ad with ‘Buy on Google’ text. After clicking the ad, the shopper is taken to a retailer-branded product page hosted by Google. The checkout is said to be seamless, simple and secure, using saved payment credentials from the user’s Google Account for transactions, thereby driving mobile conversions and winning more customers.

Google is testing the new Google buy buttons with a limited number of retailers and, along with the ads populating in search results, shoppers will also get information on product ratings and availability at nearby stores. The additional information will be available on Google Chrome for Android this month, with iOS support to follow in the coming months, according to its blog post.

Participating retailers only pay for clicks on the shopping ads to the product page; all clicks and interactions on the product page are free. While Google hosts the product page and provides purchase protection for customers, retailers own the customer communication and can offer customers the option to receive marketing and promotional messages.

“Customers increasingly want to shop on their own terms. Purchases on Google facilitates that flexibility while maintaining the merchant’s ability to own the customer relationship.” says, Peter Cobb, eBags Marketing EVP and Shop.org Chairman.

“Purchases on Google will simplify our customers’ ability to search for items on Google and then buy with Staples.” said Faisal Masud, Executive Vice President of Global E-Commerce, Staples, Inc. “Working with Google on this offering will make the discovery and purchase process even easier for the customers we serve, with the power of both of our companies behind it.”

Jason LaRose, Chief Revenue Officer, Digital at Under Armour echoes a similar sentiment: “As the consumer continues to rapidly adopt mobile as their primary device, we have to move at a similar pace in how we reduce purchase friction and enhance the user experience with our brand. Google’s technology solutions help us innovate, so our collaborative efforts are rich and ongoing.”

Google Buy

Google also said its Google Now service would now offer location-based information, including discounts on items and the working hours of stores a user is close to.

The service will also be able to access a user’s browsing history to show if the price of a product a shopper has searched for in the past has fallen.

Google also said it would work with online e-commerce companies such as eBay Inc, and direct customers to these companies’ mobile apps instead of their websites.

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