Google planning to take on e-commerce sites with 'buy button'?

Feature to allow users to buy directly from paid ads on search pages, instead to having to visit third-party merchant sites

In a move to encourage online purchasing and selling, Google has confirmed it would provide an option to buy products directly from its search page, according to media reports.

The Wall Street Journal quoted Chief Executive Officer Omid Kordestani as saying: “There’s going to be a buy button. It’s imminent.”  The CEO said this at a technology conference on Wednesday. The button is reported to appear on Google’s paid product listing ads.

The new button might be rolled out on mobile devices soon, reported The Wall Street Journal. 

The report also said people would be able to purchase products without navigating to a third-party site. The move could potentially add huge competition to e-commerce websites business, as people might prefer buying products directly from Google page.

The move will put Google directly in competition with larger and more established online retailers such as Amazon and e-bay. Until now, clicking on a paid ad would merely redirect a user to that retailer's website; now, the purchase can be completed without leaving the Google environment. 

The Journal earlier this month reported that the buttons would accompany  paid search results, often displayed under a “Shop on Google” heading at the top of the page. The buy buttons, however, won't appear with nonsponsored results that are driven by Google’s basic search algorithm. Google was reported to already be in talks with retailers for the feature. 

Kordestani is also reported to have said that the number of Google queries about nearby shops or outlets where the product, listed on Google ads, could be bought offline has doubled in the past year. The feature could bring down the queries too. 

According to tech website re/code, Google launched in 2013 what is now called Google Express — a shopping service and website where shoppers can order clothing, household items and packaged groceries from local retail stores for delivery that day or the next. The service, however, is only available in seven major cities across the US, including San Francisco, New York, Chicago and parts of Los Angeles.