Google are testing their new Buy Button live on mobiles. It’s a way for Google not only to start becoming more like a marketplace instead of simply a search engine but also, more importantly from Google’s perspective, a way to start driving transaction volume through their Google Wallet.
Under the Purchases on Google tests, When a shopper searches on mobile for a product they may see a shopping ad with ‘Buy on Google’ text. After clicking the ad, the shopper is taken to a retailer-branded product page hosted by Google. Checkout is seamless using the saved payment credentials in the shoppers Google Account.
This is big news as it means two things – firstly it’s time to sign up to Google’s shopping ads and secondly it’s time to make sure you’re set up to take Google payments. As soon as you’re able to do both you may be included in the Purchase on Google tests.
Google say “Although we’re still in early experiments with a limited number of retailers, we see Purchases on Google as a big step towards helping retailers drive more mobile conversions and win more customers“.
Google play friendly with shopping apps
Google have also started to work with a select group of global retailers including eBay, Flipkart and Zalando to add deep links to their apps right in their shopping ads, driving people straight to their mobile app instead of their website.
Google said that “This is a tremendous new opportunity for retailers and app developers to drive engagement with their shopping apps, and we’ll be expanding it to more advertisers in the coming months“.
What this means for online retailers is that you’d best make very certain that your listings display well on eBay’s mobile app – if it doesn’t any traffic that Google drives to the app will be wasted. Forget whether your eBay listing looks good in a mobile browser, check what it looks like in eBay’s mobile app.