According to multiple reports, consumers can buy products without actually entering a third-party site. This can, in fact, make the e-commerce market competition even tougher as the buyers will purchase products directly from Google page.
“There’s going to be a buy button. It’s imminent,” Omid Kordestani Chief Executive Officer at Google said at a Code Conference on Wednesday. The button will appear on Google’s paid product listing ads. The company is yet to announce the specifics of the feature. The ‘buy now’ button will be also added on the mobile phones soon.
Kordestani further said that the button will increase online retail, as most of the people still stick to offline shopping. According to him,this will reduce “friction” and makeit simpler to complete online purchases. Currently, Google faces stiff competition from Amazon. This is mainly because Amazon offers one-click ordering technology, wide selection and fast shipping, than it is to click back and forth from third-party sites discovered on Google.
The more searches that start on Amazon, the fewer clicks on Google’s search ads, which drive the vast majority of the company’s revenue and profits. The Journal first reported last year that Google was speaking to retailers about rolling out a buy button.
The Wall Street Journal had earlier reported that the buttons would be on paid adverts, listed under a ‘Shop on Google’ page. Once the user taps the ‘buy now’ button, they will be directed to separate Google page where they can fill in their purchase details and place their order.
Google was also in talks with retailers for this particular feature.
In 2013, Google had set up Google Express, a shopping service and website where shoppers can order clothing, household items and packaged groceries from local retail stores, reported Re/code. The delivery would be that day or the next, hence the name. This particular service is only available in seven cities across the US, including San Francisco, New York, Chicago and parts of Los Angeles.