Search firm Google recently confirmed that it will be introducing a tool to let consumers purchase products directly from its news feed.
The news, which has been speculated on for some time, was confirmed at a conference this week in California. Google’s Omid Kordestani, its chief business officer, announced that the buy button was coming and that its introduction will be “imminent”.
The purchasing tool is designed to make it easier for internet marketing experts to cut down on the number of clicks it takes for a user to buy a product. When using the search engine, any adverts that are drawn by the query will be displayed with a buy-now button. As the searcher will not have to leave Google’s feed to make a purchase, this should help with user retention and page traffic.
If the facility works as planned, the arrangement should prove beneficial for all parties. Customers will not have to spend as long sourcing and buying the goods that they want, while advertisers will have a streamlined sales funnel. To top it off, a more robust ad service should also yield greater profits for Google.
Analysts have stated that the move could be a way for the company to counter the threat of firms like Amazon, which has been cutting into Google’s search traffic. It was reported that more users are using such ecommerce sites to find products, rather than taking to the search engine.
It has been said that the tool will only be available through mobile devices, which helped to cement the view that this area is being seen as key to Google’s future.