Google confirms Buy button is ‘imminent’
Google has announced that a Buy button is coming to its search results soon.
Speaking at a Re/Code event, Omid Kordestani, Google’s chief business officer, broke the company’s silence on the issue.
He said: “There is going to be a buy button, it is actually imminent,” according to the Wall Street Journal.
Kordestani said the feature would reduce the “friction” of e-commerce and help increase click through rates.
He added that the buttons would first emerge in the coming weeks. The buttons will appear alongside ‘Shop On Google’ sponsored results only on mobile devices.
Kevin Dallas, chief product officer at Worldpay eCommerce, told The Drum: "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.
"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."
The move will help Google fight back against Amazon which is leading away in easy, one click purchases.