How Google Search could change to drive more purchases through Google
Right now, if you run a product name through the Google Search app on your phone, you’ll likely see a bunch of sponsored links up top from retailers eager to sell you what you desire. Tap on through, visit the retailers’ sites, and you’re all ready to make your purchase. No problem, right? Well, as far as you’re concerned, sure, but Google may have something else in mind. A new report out today claims that the company is thinking about getting more involved with sales facilitated by its search services, and that we may one day see the arrival of an option to buy products, right in search listings.
Considering its interest in Wallet, this is probably just the next logical step, but Google’s supposedly looking into introducing a “buy” button right in search results that would connect you directly to a sale – no more side trip through a retailer’s product listing.
While some retailers are apparently warming to the idea, considering it a way to improve placement and stem the loss of sales to big companies like Amazon, not everyone’s so convinced, and other retailers would rather draw you into the folds of their own websites – even though they’d still get their money through Google, they fear losing traffic.
The big concern, though, is that shoppers stop using general Google searches at all, and instead commit to a handful of distinct shopping apps for product discovery – and again, Amazon gets singled-out here as the unstoppable force everyone’s trying to defend against. If Google’s proposed changes make shopping through Search as easy as using Amazon, maybe it’s got a useful tool here. But right now, even that much isn’t clear. Any way you slice it, though, mobile-based shopping is only going to become a bigger business as the decade moves on, and Google’s going to try anything it can to make sure it stays involved.