The Wall Street Journal has reported that Google is considering adding a “buy now” button to search engine result pages that would allow quick purchases to be made right from the SERP. The system is being developed in order to compete with e-commerce giant Amazon.
This system would potentially allow users to have a shopping cart through Google. Users would be able to see products in SERPs and be able to purchase items with one click. Google is also considering adopting a yearly subscription that would give users automatic two-day shipping, similar to Amazon Prime. All of the purchases would be made through third party retailers.
Currently, Google does not have a large stake in online shopping. In the last quarter, 11 percent of online shopping began with a Google search, whereas Amazon boasts 39 percent.