With Google currently preparing to kick off its annual developer conference I/O in San Francisco, they have announced the introduction of a Buy Now button, allowing internet users to purchase goods directly from its search results. Following this announcement there has been a mixed response, as many believe that allowing internet users to bypass other sites could hold significant implications for the future of retail.
Consumers will be able to click the Buy Now button next to a shopping search result which would then link to a Google transaction page to complete the purchase and enter specific details. It is thought that merchants will still retain customer information including email addresses and handle postage themselves.
The button from Google will be up against social sites experimenting with this function including Facebook, Twitter and Pinterest. Google has long-rumoured the launch of the button, with the search engine giant reported to have held talks with retailers as far back as December last year. With the Buy Now button set to be the only one available on mobile devices, it may be the first to truly succeed in this platform.
“With Google Buy set to only be available on mobile devices and the search giant recently changing its algorithm to favour mobile-optimised sites, it’s clear Google believes that smartphones and tablets are the way forward for ecommerce,” said Kevin Dallas, chief product officer of Worldpay eCommerce.
Google believes the new feature will encourage internet users to spend longer on Google’s own pages as opposed to rival sites. Dallas commented, “This move from the world’s biggest search engine might alarm some merchants but companies should see Google Buy as a positive, spurring retailers to acknowledge the benefits for consumers when they invest in making their site mobile optimised. Customers expect to be able to transact swiftly and safely from mobile devices and any company that hasn’t done so will be swiftly outmanoeuvred by more nimble competitors.”