The button itself
As we can read in the article in The Wall Street Journal , Google will first roll this out in the States in the coming weeks and Google will start with mobile devices. Making the purchase happens within Google itself. The buy button is shown in the shopping ads at the top of the results page. If you click on the setting up geographic areas button, you will be taken to a separate environment within the search engine to choose a possible color and size and to complete the purchase.
Macy’s as guinea pig
Google is reportly in talks with a number of retailers in the Unit States, including Macy’s. As mention, the button will not be display on desktop computers and A/B testing will be ne with the retailers, such as Macy’s, that participate in this.
Google as a market stall
Of course, it is a drastic change that we are experiencing, if Google continues its plans. Now Google is mainly a source of information and an important source of traffic for (e-)retailers. In this way, we become (even) more dependent on the search giant. If only for the fact that the consumer no longer has to visit the webshop to complete a purchase.
phone shoppingAnd what about big data?
In order to process orders properly, we ne data. In the future, Google will determine which data we caseno email listreceive and which we do not. As it looks now, Google will also release email addresses when visitors have complet an opt-in. As a result, retailers will know much less about their customers, for example about how they ultimately arriv at the purchase decision.
Payment Service
The fact that everything is handl within Google can of course also have a huge impact on the hundrs the online course productionof PSPs (Payment Service Providers) that exist. Consumers fill in their crit card details within Google: they are not releas to retailers, according to the news report now. The card details are stor within Google to make subsequent purchases as easy as possible, is the idea. Google announces a wide range of payment methods.
