Google today announced a new feature which will allow you to buy products even when you are viewing mobile ads. The feature, called ‘Purchases on Google’, makes it easier for consumers to buy products by showing a ‘Buy’ button in some promoted mobile search results (via TechCrunch).

The feature was first rumoured to be in works back in May, a report by the Wall Street Journal says, and then Google confirmed the same indirectly, later that month.

Buying products through mobile ads will be as simple as clicking the ‘Buy’ button on any e-commerce website. Each promoted ad will feature a ‘Buy’ button, tapping on which will take you to a page where you can buy the advertised product.

Retailers will still be the ones holding authority, selling the products and handling the actual product fulfillment while Google will only be hosting the pages. According to the web giant, this new innovation was put in place to try to reduce the friction in mobile purchases without interfering in the relationship between merchants and consumers. This is a reason why the products will still hold the merchants branding. And if you are looking for something else, you will very well be guided to it, thanks to Google Search.

Google, at a press conference in New York, today said that it’s testing this feature with a handful of retail partners over the next few weeks with plans of going large scale throughout the United States by the end of this year or the beginning of the next.


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