Google’s “buy” button will pull more shoppers online, hopes the search giant’s chief business officer, Omid Kordestani. About 90 percent of purchases still happen offline, but this button can help reduce friction consumers feel on the Internet — perhaps especially on mobile devices, says Kordestani.
Re/code reports on Kordestani’s comments Wednesday at its Code Conference in Rancho Palos Verdes, Calif.
“There’s going to be a buy button. It’s going to be imminent,” Kordestani says onstage at the conference on Wednesday.
The button will be integrated into the paid shopping ads, he tells the audience.
- "With Google Buy set to only be available on mobile devices and the search giant recently changing its algorithm to favor mobile optimized sites,” Kevin Dallas from Worldpay eCommerce says of the April 21 Google algorithm change, “it's clear Google believes that smartphones and tablets are the way forward for e-commerce."
- "We anticipate this will have the largest impact on research-intensive or discretionary purchases, such as consumer electronics," Steve Mader of retail specialists, Kantar Retail, tells the BBC. Other marketers may be worried about their relationships with consumers and business buyers, thinking this button may erode it a bit, Mader says.
In addition to Amazon, buy buttons from Facebook, Instagram and Twitter may concern Google.
“It’s believed that among Google’s myriad of services, it’s the product-search category that generates the most revenue for the company via ads,” reports Digital Trends on Thursday. “But data from Forrester Research indicates that more and more online shoppers are beginning their product search on Amazon instead of using a search engine, a trend that Google hopes to change with its new buy button.”
What percentage of marketers will use this tool?
Please respond in the comments section below.
Related story: New From Apple: An iAd ‘Buy’ Button?