Google Google is reportedly considering embedding a “buy button” in its search results, according to a report by The Wall Street Journal, which cited anonymous sources.
The nonstop shift to everything mobile, of course, is the reason. Consumers are using their smartphones to search for products and buy them online. The screen size offers no room for Google’s search ads, plus consumers prefer the ease of being able to click on, say, the Amazon buy button, which already has the payment information stored.
The news is dismaying to retailers, the Journal said. It writes:
Some retailers said they worry the move will turn Google from a valuable source of traffic into a marketplace where purchases happen on Google’s own websites.
Recognizing this potential source of friction, Google is taking steps to soothe retailers concerns. Consumers will be able to opt into the same marketing programs that they would have shown had they made the purchase on the retailers’ own websites, allowing retailers to get the customer’s contact information, one of the WSJ’s sources said. In addition, Google is reportedly promising to heavily brand the product pages where the consumers will go to make the purchase. Also, recommendations for further purchases will only be from that retailer.
Fine then. After all, retailers have been dealing with a slew of new buy button innovations lately. Amazon, for instance, recently rolled out invitations for consumers to participate in Dash, a WiFi enabled button that you press to buy staples and which makes buying laundry detergent look like downright fun.
Facebook has “Shop Now” call-to-action buttons. Twitter’s Twitter’s buy button is starting to pop up here and there. Pinterest is supposedly joining the fray. Will Instagram offer its own native buy button? It would be crazy not to, given the commerce on the site already.
This is what StyleCaster says about the trend of selling clothes on the site right now:
One quick search for hashtags that include #Instashop, #ShopMyCloset, and #InstaSale, and you’ll find millions of posts of people looking to unload everything from rare Chanel Chanel handbags, to vintage maxi dresses, to pre-worn J.Crew.
Here’s how it works: Put in one of the top hashtags—say #ShopMyCloset—and pull up all the posts that use it. Browse through, find something you want to buy, and then comment on the photo telling the seller you want it. He or she will then work with you to finalize the purchase, usually using a payment service like Paypal.
Imagine how much more seamless this process would with an Instagram buy button.