How Google could change online shopping with one button

May 18, 2015, 2:54 PM UTC
A Tour Inside Google Inc.'s London Campus
A visitor uses a laptop computer at Google Inc.'s London Campus, in London, U.K., on Monday, Dec. 2, 2013. Both Amazon Inc. and Google Inc. are building large new facilities in the city, with the search giant pledging to employ 5,000 staff in a new office next to the renovated King's Cross railway hub. Photographer: Jason Alden/Bloomberg via Getty Images
Photograph by Jason Alden — Bloomberg via Getty Images

Your Google searches could be getting pricier in the next few weeks.

The Wall Street Journal, citing unnamed sources, reports that the search giant plans to add “buy” buttons to pages showing search results for products available for online purchase. The buttons, which will take shoppers to another Google (GOOG) product page where they can actually make a purchase, will first appear on searches performed on mobile devices.

According to WSJ:

“If shoppers click on the buy buttons, they will be taken to another Google product page to complete the purchase, the people explained. On that page, they will be able to pick sizes and colors and shipping options, as well as complete the purchase, one of the people said.

The products will still be provided and sold by retailers, rather than by Google. Retailers including Macy’s Inc. are in talks with Google about taking part in the launch, the people added. A Macy’s spokesman didn’t respond to a request for comment on Friday.”

Google said in December that it would consider creating buy buttons for its search pages.

The move could help Google compete with online marketplaces such as Amazon (AMZN) and eBay (EBAY), though WSJ notes that Google’s buy button model would see the online search company continue to get paid by retailers through its advertising model. Companies like Amazon and eBay typically share the proceeds from a sale with retailers.

Amazon recently stepped up its one-click ordering model by introducing the Amazon Dash, which is a physical button that is connected to the Internet and, when clicked, allows customers to instantly buy certain products. The Dash Buttons feature partnerships with a range of product brands—from Tide detergent to Gatorade.

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