It's finally here. Google's new feature lets users shop directly from search results.
Remember Google’s plan to launch a buy button on its search engine? Well, it’s finally official. At a press event today, Google announced “Purchases on Google,” the company’s latest effort to funnel more customers into its fold. In May, it was reported that buy buttons are coming to Google. Then, at a tech conference, Google confirmed the plan.
Purchases on Google will only work on mobile search results. For example, if a user clicks a promoted product in search results, the user will be redirected to a microsite hosted by Google. From there, the user can buy the product directly from the merchant.
Contrary to what others are thinking, Google doesn’t really want to meddle with the merchant-customer relationship. With Purchases on Google, the company will only act as a medium that will connect the customer to the merchant. This means that merchants will still handle the transaction. Google’s consolation here is the reduced friction in mobile purchases.
Merchants, too, will have the option to customize their microsite. For example, businesses can upload their own logo and make their sites look similar to their main websites. In testing the feature, Google is currently working with a few retail partners, about a dozen of them, the company said.
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Additionally, Google is adding new features to its search app. One cool feature is the capability to use your voice to find the right product or service. That means you can literally ask Google Now to find the right lens for your camera. Google will then pull up an answer based on customer reviews. Speaking of reviews, Google is planning to add two more cards to Google Now: a product reviews card and a price drop card.