Google is planning to launch buy button letting the users buy within the comforts of their Smart Phones. The existence of this software was reported on December 2014, but it has not been put to test yet. Now it is back to the news, that Google plans to proceed with the testing of this software and it will be limited to smart phones only, as Google concludes that the majority of people use internet from their smartphones and not Desktops. It is also reported that it will be initially made available only to a small group of people. This is how it works: When a user searches for a product in Google, they tend to become a part of the paid campaigns that appear above all the search results. The buy button resides somewhere within these ads. On clicking this button the user will be taken to a purchasing page hosted by google. All transaction details like choosing colors, types of product, payment optionsб filling out shipping details will be carried out in the same page. Products will be sold this way by the real retailers. Seems like Google is putting some serious effort to become something more than a link showcase. It is now more into acting like a retailer. Anyhow, some of the online retailers personally started expressing their fears of loosing online identity. However, Google will be allowing the customers to buy from the real retailers website on an optional basis. The retailers are not very happy about it as Google will have access to all the customer details. Google instead is promising to brand their products heavily in return. Nonetheless, customers are going to be very satisfied as there will be no toggling between websites to buy a product – Direct buy without much Ado!
