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Google to embed “buy button” in its search results to knockout Amazon, eBay – WSJ


In the coming weeks, you might see a ‘Buy’ button in Google’s search results, according to report published by WSJ this Friday. These buttons will only appear next to paid search results and will not be applied to organic search results, further says the report. The move could have a potential impact and might further escalate competition, while also giving users more alternatives from online retailers like Amazon and eBay.

If a user clicks on the ‘buy’ button, he’ll be taken to another Google page where they’ll be given further choices in terms of colors, sizes and shipping options to finally complete the purchase. Shoppers can also enter their payment information just once, which can be saved for future purchases if users want, and Google won’t be sharing payment details with retailers.

This could hamper retailer’s connection with the consumer, however Google will allow customers to join a few marketing programs, so for instance a customer decides to get updates and offers from say, Macy, the company gets that customer’s data.

The report also says that one of the potential retail partners for this venture could include Macy’s, though Google has denied to make any official comments.

The move clearly suggests Google is going to compete with e-commerce behemoths like Amazon and eBay. Its just not about search listings anymore, as Google is expanding its boundaries to add more services than just providing useful links to other websites. Off-late, the search engine powerhouse has added new features including car insurance comparisons.

We are not sure as to when is Google actually planning to launch its new ‘Buy’ button feature, though one can expect more details of this new feature at the upcoming I/O developers conference.

Notably, Facebook also announced something similar in July last year with the introduction of a new buy button on their News Feed Pages posts and ads from where users can directly make the purchase. Twitter also recently acquired CardSpring, a technology that allows developers to create offers within their apps, doing away the need for users to navigate from one site to another.

This allows buyers to complete the entire purchase process from within the site, alluring more customers while boosting conversion rates at the same time.

Eventually this saves a lot of time and effort on the part of customer, negating two of the most pivotal steps while making an online purchase – getting them to the checkout screen and have them enter their credit card number, which is quite a painstaking process.

And now with Google jumping onto the ‘Buy’ button bandwagon, it’s safe to assume that everyone wants a cut of the booming e-commerce trade. The news also highlights Google’s attempts to refrain its users switching to competitors while on their mobile phones.¬†Organizations now days are trying to invent new ways to expand their user base, coming up with new ways to keep their users engaged without switching over to competitors.

SOURCEThe Wall Street Journal
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