The Wall Street Journal today reported that Google plans to launch a new “buy now” button this week. The button will be incorporated directly into its shopping search results. The report echoes a similar report from The Wall Street Journal earlier this year, in which it was reported that Google wanted to enter the online commerce and more seriously battle Amazon and eBay.
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The button will be displayed near sponsored search results beneath a “Shop on Google” heading at the top of the page. The “buy now” buttons will not appear anywhere in relation with non sponsored search results propagated by Google’s classic search algorithm. Should users click on the buy button, they will be taken to another Google page that will allow them to complete the purchase. This page will allow users to choose specific details about the item, such as color and size, and then select a shipping speed.
The products will still be provided and sold by retailers, with Google only facilitating the purchase process. Google is reportedly working with retailers such as Macy’s for the launch. It’s also important to note that Google will not show the “buy now” buttons when users search on desktop computers and will only begin testing the effort with a small percentage of users.
The move marks an interesting change in Google’s search efforts. The “buy now” buttons will certainly help the company compete with the likes of Amazon and eBay, but it remains to be seen as to whether or not users will take advantage of the feature.