When the Wall Street Journal announced that Google would soon launch a Buy Now button to facilitate search and purchase through smartphones, many saw only one business maneuver to try to make a dent in the eBay and Amazon market. However, this new option provides a series of advantages for online businesses that go beyond the competition between large corporations, providing a new way of contact between the potential customer and the seller.
When it comes to seducing the consumer, the facilities are everything in the world of e-Commerce and even more when it comes to approaching sales through mobile devices. Making the search and access to a specific product simpler and more intuitive not only offers a positive reinforcement when deciding to take the purchase out, but it is a mutual benefit, both for the retailer and for the Mountain View company itself .
Google Buy, an intermediary at 0% commission
The operation of these new direct purchase buttons is simple: every time someone searches on their smartphone for information on a specific product through their search engine, Google’s pay-per-click advertising customers will be highlighted in the results thanks to a button that gives direct access to a shopping website under the control of Google itself in which to finalize the purchase. The data is sent to the seller, who receives the payment without having to discount anything other than the fee for the payment announcements.
The seller who joins the Google Buy Now button can thus compete directly with any other retailer, which is an opportunity to increase their visibility and volume of orders without having to invest more in advertising and without having to worry about managing the process of selling. Of course, Google keeps the data of the buyer and fully controls the relationship between customer and business, which may seem intrusive to some, but with the undeniable counterparty that the broker does not take any commission for each sale.
How to take advantage of Google Buy Now?
E-Commerce has a wide variety of sales platforms in addition to those already mentioned, such as Comandia, which provides solutions to create an online store and manage purchases and orders for a fixed fee within a customized plan; WooCommerce, which allows you to create a sales environment on WordPress templates based on plugins; o Shopify, designed for clients without too much computer knowledge who prefer to delegate the appearance of their purchasing environment.
Each of them adapts to specific types of online businesses and retailer profiles, while Google Buy Now tries to diversify the target of its paid advertising services.
This is Google’s main objective when it comes to offering an instant purchase button, making its pay-per-click ads more attractive and, in turn, increasing advertising revenues and removing water from traditional e-Commerce platforms. You may get it, but everything will depend on the advantages that retailers can find in this payment service that generates sales without effort or real contact with the customer.
To take full advantage of the diffusion and extra exposure that the products marked with the Buy Now button will receive, the creation of attractive content for the customer remains the key. Detailed descriptions, demonstrations of use, striking images and opinions of other buyers are still fundamental to stand out in Google, despite continuing to pay to appear in the top of the searches and to have a button that generates orders without effort.