Google recently announced the development of “Purchases on Google” – the new “buy button” feature that allows shoppers to buy products straight from mobile search ads. Still in the developmental stage, Google is currently testing the “buy” feature with select retailers and hopes that it will be accessible to U.S. advertisers by either late 2015 or early 2016.
How Purchases on Google Will Work
When customers click on Google-enabled ads, they will be directed to a different page hosted by Google. Here, they can buy a product by using payment information stored within the user’s Google account. Tech Crunch clarifies stating that the pages will be “hosted by Google but the actual product fulfillment will be managed by the merchants themselves.”
To assist shoppers on the go, it will use Google Voice for ‘conversational searches’ about any specific products a shopper may be interested in purchasing. For example, when asking for a review on a certain laptop, Google will pull up specs and ratings for that item. In order for Google to show these results, retailers have to pay Google on a “cost-per-click” basis.
In order for retailers to be eligible for the “purchase” button to be shown for their product listing ads, they must first integrate their ordering systems with Google. Although not a necessity, CommerceHub mentions that it can speed up the integration process for a site to become certified as a Google Trusted Store.
“Although we’re still in early experiments with a limited number of retailers, we see Purchases on Google as a big step towards helping retailers drive more mobile conversions and win more customers,” spoke VP of Google shopping product management, Jonathan Alferness.
How Will Payments Work?
Payments for all products can be handled in two ways - through credit card credentials stored in users’ Google Accounts or by adding new payment info during the purchase process.
As a result, Google will act as the “middle-man”, with handling the payment processing and order intake for the feature. The merchant will be in charge of all customer communications, such as receipt confirmation, and will have control over their customer data for any future communication.
Why Use It?
Google anticipates “Purchases On Google” will not only assist in making transactions easier on smartphones, but will also aid in pushing mobile search into a more competitive marketplace. The hope is that shoppers will use Google for fast product discovery and for future mobile purchases.