Googleâ€™s mobile oriented activities plus the search engine giantâ€™s recent declaration that mobile search has, for the first time, surpassed desktop search in US, Japan and other 8 countries, has put mobile app development in the limelight.
In its ever increasing focus on mobile user-experience, Google Shopping could now become an e-commerce platform for mobile users.
Google Eyes Mobile E-Commerce
Google has set its eyes on retail, and is on the move to secure a large share of the pie enjoyed by Amazon and eBay. With rumors getting stronger and stronger of Google Shopping transforming into a marketplace, news is out that it is set to add “Buy” buttons on paid search ads on mobile phones.
It doesnâ€™t take long to figure out that this move may rake up controversy since Google could move from just referring e-commerce traffic to facilitating the actual buying process, like eBay, Amazon or other the retail platforms out there. It worries retailers that this could restrict their customer relationships, while Google could also receive precious sales data.
Mobile Experience Takes Center Stage
However, if this plan materializes, it could make life much easier for consumers on their mobile phones. They wouldnâ€™t need to leave Google since the paid Google Shopping results also come up on top of the organic search results, and the “Buy” link would be placed next to each of these paid results. When browsing on a smartphone, the fewer the windows youâ€™re made to open, the better the experience. So this could be just the start needed for the search engine giant to become a serious e-commerce contender.
The Buy button on a Google Shopping paid result or ad will take users to a special Google landing page where they can select other specifications of the product such as size or color. Retailers would still be needed to handle processing of orders and shipping. Google will also reportedly provide various payment options and users could save the details for future transactions. The payment information would not be shared with retailers.
Steps to Keep Retailers Happy
Retailers have not been particularly pleased with this yet-to-be-launched move, but it is believed that Google would allow opt-ins for merchants to position or market the ads the way they prefer, or how theyâ€™d do it on their own sites. Another retailer-friendly feature of this move is that advertisers on Google Shopping wonâ€™t be required to give up a percentage of the sale. The Wall Street Journal report states that Google would still charge on the basis number of clicks per ad. This should help attract large retailers.
Once again, mobile search is becoming the focus of Googleâ€™s efforts. With the “Buy” move, Google seems to be targeting the mobile user plus the instant buyer. Retailers could stand to benefit from this too since, as mentioned above, the few provisions for merchants could still enable them to attract the kind of customers they want the way they want.