Google Inc has announced plans to add “buy” buttons next to its ads on its mobile search-result pages, in the upcoming weeks. The buttons will allow users to purchase items straight from the search-result pages, without having to go on seller’s website.
When people search for products, a Google buy button will show up on the search-result page. They will not be added to “organic”, non-sponsored search results driven by Google’s basic search algorithm. Instead, they will only be available for sponsored search-results that companies have paid for and show up in the “Shop on Google” section.
If people choose to click on the “buy” button, they will be taken to a second Google product page where they’ll be able to specify the size and color of the item, the desired shipping option, and finally complete their purchase.
Google Inc itself will not be selling any goods, they will still be provided and sold by their respective retailers. Google will simply be facilitating the transaction by simplifying the navigation on some of the more confusing websites that retailers have.
It is important to note that this could turn Google into quite an online marketplace. Rather than entering a website and browsing for what other products each of the companies have in stock, users will probably keep searching Google for other products that they might be interested in. It could prove to be helpful for users, but damaging for retailers as sellers will lose traffic and not be able to dangle as many of their other products in front of the shoppers.
The retailers’ branding is sure to suffer as well. They will not be able to communicate quite as efficiently with their customers, receive feedback as easily, or create an experience, tone-of-voice and a visual style for their customers to remember them for.
There’s good news however. Once a customer has chosen a retailer and decided to buy the item using Google’s interface, the only recommendations for other things to buy that Google will be making, will be taken from the list of products that the selected retailer is selling.
Or, the service could prove to be fruitful for retailers as more people are willing to buy a product if the buying process is quick and simple, and Google’s business venture will most likely reduce the number of clicks a shopper has to go through.
Indeed, the company’s decision is seen by some to be an attempt at entering a new marketplace and stealing customers from already established members such as Amazon or eBay.
Google will not be taking any shares from the sales price of items either. It will continue to make a profit through its existing advertising model.
The company will also make it easy for users to store credit card information that the Google will automatically load in order to facilitate future transactions.
The service will only be available on mobile devices for now. The “buy” buttons will not show up in desktop computer search-result pages. PC and laptop users will still have to make their purchases the old fashion way: by clicking on an item in the shop section and accessing the product page on the seller’s page.
The company has been saying for a while now that they’d like to someday become more than a list of “ten blue links” where shopping is concerned. Experts have theorized however that this was not just a desire, but also a pressing need, as consumers everywhere are growing more and more accustomed to smartphone apps that make it easy for them to order food, cabs, movie tickets or cloths in just a tap or two.
Statistically speaking, smartphone and tablet searches currently outnumber those on personal computers in ten countries, including the U.S. and Japan.
Image Source: whereverwriter.com