Google Inc. confirmed it will soon give allow web users to buy products directly from its search page.
“There is going to be a buy button; it is actually imminent,” Omid Kordestani, Google’s chief business officer, told the audience at a technology conference Wednesday.
The new button is expected to be rolled out on mobile devices, The Wall Street Journal reported, citing unnamed sources.
It will enable people who click on product advertisements in search results to buy those products without having to navigate to a third-party site.
Google’s introduction of the button, following in the footsteps of Facebook Inc. and Twitter Inc., will be a significant shift in strategy for the search giant, which has built its business on links to other websites.
The goal is to reduce “friction”, Kordestani said, making it simpler to complete online purchases.
Google is facing significant competition from Amazon, where many people now begin their searches for specific products.
It is often easier to complete purchases on Amazon, thanks to its one-click ordering technology, wide selection and fast shipping, than it is to click back and forth from third-party sites discovered on Google.
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