Report: Google to Test Buy Buttons In Mobile SERPs

[engine]

This, the story suggests, will rival Amazon as the processing of the purchase will take place on google's servers, and the button could be comming any day now.

Google Shopping is only part of tyhe process as the link allows buyes to go to the ecommerce site and process the sale. Two things spring to mind: Google wants to capture the whole buying process, and a slice of the cake, to keep people on it s site. Secondly, if you're an e-commerce business, you're going to be further relegated from the sales opportunity, unless you're paying Google to participate in Google Shopping.

Google Inc. will launch buy buttons on its search-result pages in coming weeks, a controversial step by the company toward becoming an online marketplace rivalling those run by Amazon.com Inc. and eBay Inc.

The search giant will start showing the buttons when people search for products on mobile devices, according to people familiar with the launch.

The buttons will accompany sponsored—or paid—search results, often displayed under a “Shop on Google” heading at the top of the page. Buttons won't appear with the nonsponsored results that are driven by Google’s basic search algorithm. Report: Google to Test Buy Buttons In Mobile SERPs [wsj.com]

This was previously reported back in December 2014, so, perhaps it's getting closer to happening. Report: Google Shopping Testing Buy Now Button [webmasterworld.com]

[MrSavage]

The word funnel comes to mind. The way I'm seeing this now is, the market is growing more and more for an actual search engine. It's not just this particular story that's troubling as of late. Google seems to be rolling out a more aggressive plan. I mean for me it's funny because I bought into changing up to improve the mobile rankings only to read that my organic ranking goals just took a hit thanks to something like this rolling out. Less real estate on mobile to begin with, and then throwing in another self interest item above the fold, pretty much makes me feel like my efforts are futile. A bit of smoke and mirrors which I don't really appreciate to be honest.

[mrengine]

The buy now button only applies to those who use Google as their payment option. Once again, Google has businesses over a barrel. If we want the buy button we had better signup and use Google's payment option.

[engine]

The buy now button only applies to those who use Google as their payment option.

As far as I can tell, it isn't specific about that anywhere.

But Google will let shoppers input payment credentials such as credit-card numbers one time, and the company will store those and automatically load them for future purchases on its shopping pages.

Google won't send those payment details to the retailers, one of the people said. After Google gets the money from shoppers it will pass the payment on to the retailer. Depending on how the consumer chooses to pay, Google or the retailer may show up on customer billing statements, one of the people said.

I don't doubt Google will want to process the payment, if it can, but I don't see that right now from the information available.

However, if you're a retailer that is not participating, you don't get a look in, which is likely to be the vast majority of smaller businesses.

[EditorialGuy]

So, Amazon gets some competition? Isn't that a good thing?

(Mind you, as a consumer, I'm pretty happy with Amazon.)

[mrengine]

As far as I can tell, it isn't specific about that anywhere.

"Google won't send those payment details to the retailers, one of the people said. After Google gets the money from shoppers it will pass the payment on to the retailer."

To me it sounds pretty clear who is taking the money from shoppers.

[engine]

Yeah, it says payment details. If it insists on a Google Wallet that's only good for Google, but may stop some from making the transaction.

[mrengine]

I'm confused....

If Google allows shoppers to "input payment credentials such as credit-card numbers one time, and the company will store those and automatically load them for future purchases on its shopping pages" yet "Google won't send those payment details to the retailers" then who is processing the payment? To me the "input payment credentials such as credit-card numbers one time" sounds like Wallet, though they did not mention by name.

To me this sounds like Google is processing the payment through Wallet - positioning themselves to generate revenue in both the pre (Adwords) and post transaction (Wallet). Joining Google's payment processing platform is incentivized with the buy now button.

[mcneely]

With all of the payment gateways out there with their arms out and their leg up, I'd be pretty hard pressed to letting Google do much with my credentials as they might relate to a potential purchase.

(Mind you, as a consumer, I'm pretty happy with Amazon.)

And it's not only just Amazon ... If I want to purchase a new computer or something, I'll go directly to the guy that sells it ... If Google was in the business of selling widgets, then I would go to Google to make my purchase.

Even Authorize.net unloads or otherwise passes the info along to the Bank/Retailer .. It doesn't keep the info in an attempt to force ads on to you .. It logs a transaction, and calls it a day.

Somehow I'm just not seeing Google doing that - Collecting info for the sake of Google's ad platform is the order of the day, and there isn't much Google can say or do to convince me otherwise.

[fathom]

Ya but Google is so big they MUST BE EVIL! :)

[EditorialGuy]

The fact that they're testing the "buy" button with mobile ads suggests that the button is specifically about mobile, and not about pushing Google's payment system, gathering ad data, or whatever.

IMHO, the purpose of the mobile "buy" button is quite simple: to create a faux shopping app by delivering a consistent user experience whether the prospect is shopping at Macy's, Target, or Joe Bob's Online Emporium.

Improved consistency and ease of use = better conversions = more revenue = greater ROI from (and greater demand for) Google mobile ads.

[jrs79]

It is not going to stop with the buy button and the payment. Google also wants to do the shipping (they do it now in some places). Companies will more or less just be paying for the ads and providing the products. It will be interesting to watch the mobile development.

Their list of partner sites and locations is already pretty impressive: [support.google.com...]

The one thing that Google has learned is that for mobile you must make the purchase very thumb friendly.

[mrengine]

Collecting info for the sake of Google's ad platform is the order of the day, and there isn't much Google can say or do to convince me otherwise.

I'm sure everyone's shopping list and merchant sales will also become accessible to the NSA via Google. Such information would benefit the perverse relationship the US Government has with Google.

[fathom]

Survivalist mentality ... Living off the grid usually requires not being on the grid.

[EditorialGuy]

It is not going to stop with the buy button and the payment. Google also wants to do the shipping (they do it now in some places).

Maybe those self-driving cars are just stalking horses for self-driving delivery truciks. :-)

[superclown2]

They are cocking a snoot at Europe. Facing a charge of abusing their monopoly, they are now abusing it even more.

I can't see there's any way of compromising with these people. Europe will have to hit them, and hard, or surrender to their 'lobbying'.

[fathom]

I think you will be singing a different tune and EC must be in Google's pocket like the US Government is.

[EditorialGuy]

They are cocking a snoot at Europe. Facing a charge of abusing their monopoly, they are now abusing it even more.

Since when has Google had a monopoly as an e-commerce marketplace?

I should think the EC would be happy to see Amazon have some competition. :-)

[superclown2]

Since when has Google had a monopoly as an e-commerce marketplace?

I don't think a comment is necessary.