Shop, shop, shop and never stop. Each and every tech giant is following aggressive strategies to make us, consumers all over the world, buy more. As long as the money keeps rolling out of our pockets and into the pool of profits of acknowledged tech companies, the world can talk of progress. Or at least this is what we’re told, as we continue to spend money on things we don’t necessarily need, to make businesses survive. For a change, Google pampers us with advanced technology, constant updates, new features, releases, programs and so on. Long live technology, in an era where everything depends on how much money we spend on everything. The tech giant ads buy button to mobile search adds, in an attempt to heighten its level of importance and deepen its pool of revenues.
Google is now making it easier for you to shop on your handset by enabling a call to action button in the ads that feature at the top of search results. The new update will open a new sales channel for retailers, while market watchers send warnings that the focus on price will sharpen competition.
Google is trying to adapt, improve and impose a new shopping style for all of us consumers who work too much and have so little time to do the classic shopping hunt in physical stores. Thanks to mobile devices and internet, the experience of purchasing products has changed dramatically. We no longer need to spend long hours in stores and we no longer need to visit dedicated sites either, as people are buying in a great variety of new ways. You can buy directly from Facebook, YouTube has previously announced the launch of a similar call to action button, Twitter is dedicating entire pages to advertising and purchase and now the Google platform allows for direct purchases as well.
Buying on Google is meant to reduce the sophistication of mobile transactions. Users can simply click the buy button directly from a Google ad and get redirected to a microsite hosted by the tech giant but completely branded by the retailer. Google’s microsites will be made available for purchase when it comes to related products from a particular retailer, while displaying direct links to the retailer’s site as well.
Presently, Google is testing its buy button with a list of top merchants. This is a wild hunt for retailers, as slow adaptation is out of question in this rapidly shifting market. The players who are reluctant to embracing new ways of shopping would lose traction with this touch point and eventually will lose good results in sales reports.
The potential issues don’t end here, as there is also a high risk that the increasingly direct path from search to action is set to reduce customer browsing on retail sites. This could lead to a decreased level of purchases from the entire range of online retail platforms.
Google’s buying channel will use browser history as well, to indicate whether the price of a certain product was lowered. It will also provide rating data and level of availability of products in nearby stores.
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