'Buy Button' Coming To Google Search Results, Company Confirms

A 'buy button' will be added to Google search results very soon, the search giant confirmed recently. The button would give Google Search users the option to purchase goods without needing to visit a separate website.

The company said, it wanted to reduce "friction" for users so that more people buy online.

"There's going to be a buy button. It's going to be imminent," said company's chief business officer, Omid Kordestan on stage at the Code Conference in California on Wednesday.

The change will also make it easier for users to buy products featured in shopping ads that appear alongside search results.

"With Google Buy set to only be available on mobile devices and the search giant recently changing its algorithm to favor mobile optimized sites, it's clear Google believes that smartphones and tablets are the way forward for e-commerce," said Kevin Dallas from Worldpay eCommerce.

"This move from the world's biggest search engine might alarm some merchants but companies should see Google Buy as a positive, spurring retailers to acknowledge the benefits for consumers when they invest in making their site mobile optimized.

"Customers expect to be able to transact swiftly and safely from mobile devices and any company that hasn't done so will be swiftly outmaneuvered by more nimble competitors."

Experts added that the changes will have largest impact on research intensive or discretionary purchases such as consumer electronics.