Google will launch buy buttons on its search pages in coming weeks, a controversial step by the company toward becoming an online marketplace rivaling those run by Amazon and eBay, generating a new source of revenue. The search giant will start showing the buttons when people search for products on mobile devices, according to people familiar with the launch.
The buttons will accompany sponsored,or paid, search results, often displayed under a “Shop on Google” heading at the top of the page. Buttons won’t appear with the nonsponsored results that are driven by Google’s basic search algorithm.
If shoppers click on the buy buttons, they will be taken to another Google product page to complete the purchase, the people explained. On that page, they will be able to pick sizes and colors and shipping options, as well as complete the purchase, one of the people said.
The products will still be provided and sold by retailers, rather than by Google. Retailers including Macy’s Inc. are in talks with Google about taking part in the launch.