Plenty of companies have introduced their own “Buy Now” options, but Google is only now hopping on that train. According to the Wall Street Journal report, the tech company wants a share of the business and it will soon allow its mobile users to buy products right from the search results page.
Amazon and eBay have been offering this convenience to its users for a while now, but Google hopes it might become a worthy competitor.
The report showed that the “Buy Now” feature will be restricted to sponsored websites – among the first results marked with an “Ad” icon – meaning the unpaid search results are going to be left out.
When a user taps on “Buy Now”, Google will offer additional details of the transaction, such as selecting size or color and other product options. The checkout will also be provided by Google’s shopping cart.
But this is as far as Google’s storefront goes, because retailers are going to pick up orders from this point on, continuing to supply the desired product. Macy’s is reportedly negotiating with the search company in order to be among the first retailers to test the service.
“Buy Now” seemed like the logical step in Google’s larger plan of promoting a broader usage of Google accounts on multiple online stores. Google Credentials are already being assimilated by many online services, similar to Facebook’s option of logging in with one account on more websites.
Google’s new service is designed to bring even more convenience – the only thing users have to do is enter their payment information just one time, and then proceed shopping on multiple different sources that accept Google Credentials.
This shopping model is not new by far, as eBay and Amazon have been perfecting their storefronts so third-party online retailers will sell their products.
No matter whom the retailer is, Amazon provides such a trusted shopping experience, that a lot of shoppers don’t realize most of Amazon’s products come from third-party retailers that use the “Buy Now” Amazon feature.
Google is looking to start some more competition of this level, but critics are worried Google will annihilate the opportunity for customers to create relationships with retailers. Both Amazon and eBay have designed safe and controlled shopping environments by implementing a no-capture policy for users’ emails.
On the contrary, Google might be offering too much flexibility and too little control of the way retailers offer shopping opportunities through search results, but on the model of a traditional website. Depending on the way Google chooses to monitor this feature, it still has the possibility of to be more interactive and provide a positive customer experience.
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