Google have added a “buy now” button to some mobile search results in the U.S. This new feature will allow mobile users to…you guessed it…buy directly from the search results rather than having to click to the full site!
Simplifying the conversion path is like music to our ears. ??This move will challenge large eCommerce sites like Amazon & Ebay.
These “Buy Now” buttons only feature under paid ads on Google. When a mobile user clicks on such a button they’re redirected to a Google product page where they can complete their transaction.
Similar to Amazon & Ebay, Google will not actually be selling the products. Instead the search engine giants are acting as a “shop-front” for retailers to display & sell their products.
The button is initially only be visible to mobile users in the SERPS in the U.S, but like most things Google beta test, this feature is set to hit our shores in the near future.
Online retailers have raised concerns that the connection with the consumer will be lost through this new feature.
To combat this Google allow retailers to heavily brand the Google “shop-front”, recommend other items of possible interest to the consumer and post links back to the main site from this hub.
It all sounds really positive for the growth of e-commerce & m-commerce in the future. Mobile is now and this feature, just like the deadline set for mobile responsive sites proves that if you’re not in your out.