What Is The Google 'Buy' Button?
The 'buy now' button represents an attempt by Google to simplify the user experience from mobile search through to purchase.
On July 15th 2015 Google began testing a ‘buy’ button for mobiles with around a dozen retailers in the United States.
The initiative was confirmed in a statement made by Google’s Chief Business Officer, Omid Kordestani at the Code Conference. Google had analysed mobile conversion data and identified that retailer conversions rates were twice as high on desktops as they were on mobiles in the US.
The ‘buy now’ button represents an attempt by Google to simplify the user experience from mobile search through to purchase. Their objective is to increase engagement and sales. If the testing phase goes well there is potential for the ‘buy’ button to be rolled out to more advertisers in the United States during 2016. As yet there are no plans to roll out the buy now button internationally.
How Does the ‘buy’ Button Work?
Consumers using mobile search in limited categories will see ‘buy’ buttons for promoted mobile search results. If they click they will be taken through to a retailer-branded product page hosted by Google. Checkout is simplified and the consumer can easily purchase the product. The merchant will still handle the product fulfilment and own the customer relationship.
Which Retailers are Participating in the Test?
The key benefit for retailers is likely to be improved mobile conversions. The full list of retailers participating in the ‘buy’ button test, officially known as Purchases on Google, has not been made public but it has been confirmed on Google’s blog that eBay, Flipkart and Zalando are taking part.
Is this Google’s attempt to rival Amazon?
It is highly unlikely that this initiative is a precursor to Google becoming an online retailer but more likely that Google Management have seen the success of Amazon’s One-Click Ordering process and are looking for ways to emulate it. In simplifying the Google buying process they will please advertisers who will then be more likely to increase advertising spend on Google. Google has not yet released any results of the ‘buy’ button test.
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