Google has announced moves to improve the retail experience for consumers and developers with a 'buy' button for mobile users.
An update to the AdWords system sees the firm testing an option called Purchases on Google, according to a Google AdWords blog post.
Purchases on Google follows the introduction of Apple Pay but is a different proposition.
Google, which already has a Pay option, said that it will put mobile shoppers closer to their preferred online stores and give them confidence that transactions are happening in a controlled and secure way.
"To help smartphone shoppers buy with ease from their favourite retailers, we'll be testing Purchases on Google. When a shopper searches on mobile for a product such as ‘women's hoodies', she may see a shopping ad with 'Buy on Google' text," said the blog post.
"After clicking the ad, she's taken to a retailer-branded product page hosted by Google. Checkout is seamless, simple and secure, thanks to saved payment credentials in her Google Account."
This is an early test designed to feel out the market and gather consumer feedback.
Jonathan Alferness, vice president for product management at Google Shopping, said that the system could improve mobile sales conversions, adding that the retailer pays for the clicks on shopping adverts, but that product-related, or information-related, clicks are free.
He added that Google hosts the product page and the payment mechanism, and consumers will get control over the sending of marketing and promotional information. Retailers included in the test have expressed support for the system.
"Purchases on Google will simplify our customers' ability to search for items on Google and then buy with Staples," said Faisal Masud, executive vice president for global e-commerce at the stationery outlet.
"Working with Google on this offering will make the discovery and purchase process even easier for the customers we serve, with the power of both of our companies behind it."
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