May 19, 2015 114 reads by Navneet Kaushal

Google Buy Buttons could start appearing on select Google mobile search ads in a matter of weeks, embarking the beginning of the speculated morphing of Google Shopping into a marketplace that could prove to be a competitor with Amazon and Ebay.

Citing anonymous sources, The Wall Street Journal says that Macy’s could be among the retailers in discussion with Google to join the launch. The addition of buy buttons on Google Shopping ads on smartphones would transform the function of the engine from a mere referrer of e-commerce traffic to transactional middle man. Many retailers are concerned with this controversial step as be buying process with Google’s insertion in it will impede customer relationships and give Google access to valuable sales data.

Reports suggests that, users will be taken to a special landing page on Google when they click a buy button from a Google Shopping ad, to make sizing and color selections and compete the purchase process. All order processing and shipping operations will be carried out by the retailers. The sources did say that Google would enable opt-ins to merchant marketing programs, meaning retailers could continue to market to their customers as they do when transactions occur on their own sites.

Similar reluctance from merchants end was faced by Google with its Trusted Stores program, which until earlier this year, required retailers to share order and shipping data feeds with Google in order to participate. Customer payment information will not be passed on the retailers, and Google will reportedly offer several payment options and allow customers to save their payment details for future purchases.

Google Shopping advertisers will not have to forego a percentage of the transaction, unlike Amazon and Ebay. According to a report, Google will continue to charge per ad click. This can help in attracting large retailers that have resisted Amazon participation but can see the value in reducing consumer friction in the buying process on mobile devices, in particular. (Facebook’s move to host publisher content directly in its the app rather than act as the referrer on mobile devices is the same example; on mobile, platforms are becoming holistic environments that corral user activity within their walls.)

Google launched links to food delivery ordering and table and appointment-booking services last week in Google Search and Google Maps just last week. It’s among the search engine’s efforts to adapt to consumers’ mobile behavior. Mobile-friendly ad units for auto-makers and dealerships, hotel booking services were announced at a gathering of search advertisers at which the company said for the first time that mobile searches have now surpassed those on desktop in ten countries, including the U.S.

Google’s “Buy Buttons” To Be Shown on Mobile Shopping Ads Soon!, 5.0 out of 5 based on 1 rating
Navneet Kaushal
Navneet Kaushal is the Editor-in-Chief of PageTraffic Buzz. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic Buzz as one of the well know digital marketing blog.
Navneet Kaushal
Navneet Kaushal
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