Google enters e-commerce: “Buy” button arrives

New developments are coming to the Google search engine, and this time they are not related to SERPs or algorithm updates that regulate the display of search results.
From Mountain View, in fact, there are plans to expand into the e-commerce sector, with the introduction of a direct “Buy” button in SERPs.
The preview – actually, it would be an indiscretion – was reported by the Wall Street Journal, which bets on an implementation of this function in the coming weeks.
The “testing” ground will initially be the numerous U.S. audience, and there will be a strong focus on personalizing offers for those who search via smartphone and/or tablet.
The mechanism should activate when, upon request for a specific product, Google can offer an advertisement – a paid one, clearly – from a selling company.
Under the announcement itself, the words “Buy on Google” or a very similar message will appear. Clicking on this button will then transfer the user to a dedicated page where they can choose the product specifications, thus completing the entire procedure with the actual purchase of the item of interest.
In essence, Google would then act solely as an intermediary, without any operational role in the “material” sale or shipping.
In this regard, the difference compared to Amazon is quite significant and certainly not minor, but it remains to be seen how much appeal this type of mechanism can actually generate in the end-user.

The many commercial entities present in Google’s search results with their institutional websites might start to “tremble,” more so than giants like Amazon and eBay. These are indeed smaller entities that could end up in a vicious cycle of continuous purchase of advertising space to appear at the top of Google’s search results.
Dynamics already well-known in other sectors, but which represent a fundamental business for Google.
Another question that arises when considering an indiscretion of this kind is what will be the fate of Google Shopping? Will the service remain active, be integrated, expanded, or disappear in favor of the new system?