Google’s getting ready to face Amazon and eBay, according to The
Wall Street Journal
, and will be adding buy buttons directly to its search results. You’ll see those
buttons accompanying sponsored results under a “Shop on Google”
heading — they won’t be used for non-sponsored links returned by the algorithm
— when you search for products on mobile devices. Upon clicking one, a
separate product page will load where you can pick sizes, colors and ultimately
complete your purchase. Any product you buy will still come straight from
retailers, the WSJ says, so it doesn’t sound like Google’s stocking up
warehouses with goods like Amazon does.
Products will still be sold by retailers, with
Google simply providing easy access, according to The Wall Street Journal:
However, some major retailers are apparently worried that
they’ll get stuck with back-end order fulfillment with no real customer
interaction. Since Google wants to remain in good terms with them (they are
some of its largest advertisers, after all), it will give shoppers the choice
subscribe to their marketing programs. That typically means mailing lists and
the like, so the company’s giving them access to customers’ info, most likely
names and addresses.
Buy buttons will apparently
not be making to desktop search results, at least not yet. Additionally, they
will reportedly remain not show up next to standard search results.
is also reportedly willing to allow customers to opt-in to the same
retailer-provided marketing programs that they would be eligible for when using
retailer websites. This would give merchants access to the same customer
information, such as addresses and phone numbers, that they would have if the
shopper was visiting the retailer’s own site.
As for why the feature will only be available on mobile,
well, Google has a plethora of reasons. The biggest one is most likely the fact
that more people now perform searches on their phones than on computers.
According to the WSJ, you might spot a buy button or two as soon as
the coming weeks. We don’t have a list of official partners yet, since Google
hasn’t officially announced anything, but Macy’s might be one of the first retailers available.