With its “Buy” button, Google wants to tackle … Amazon – Challenges.fr

Google will integrate the buttons “buy” (“buy”) on its result pages in the coming weeks, according to the Wall Street Journal.

The news is obviously unnoticed in landerneau e-commerce, since this decision seems to sign the bend of the Mountain View company to e-commerce. Where expect Amazon firm footing and eBay.

According to several people involved in this launch, Google will think in “mobile first”, since the search giant will first display the buttons when people are looking for products on mobile devices and tablets -smartphones.

The buttons appear at the top of the page, next to sponsored search results. They will not appear next to the results in the context of classical organic search

An example of a button” buy ” used at the time by Google for its “Google Wallet” (e-payment solution)

The companies will pay to see this button, but however it is not expected they pay Google a percentage of sales generated with this system.

Specifically, how does it work? According to an inside source, if the (future) purchaser clicks on the purchase button, he will be led to another page to Google to complete the operation. On this page, you will be able to choose various options, such as sizes and colors of the product, shipping solutions, before confirming their purchase.

But the products will always be provided and sold by retailers, not through Google directly. These, like Macy’s, are reportedly in talks with Google about this launch.

According to the financial daily, “this move marks a major change and potentially risky strategy Google could become an e-commerce company, instead of being a simple provider links to websites. “

The main competitor to Google? Neither Facebook nor Bing, Yahoo or Amazon, but …

This project illustrates in any case the fact that the main competitor to Google is not Microsoft’s Bing or Yahoo or Facebook, but. .. Amazon .

In fact, the ‘chairman’ of Google, Eric Schmidt, had himself recognized in October 2014, saying: “In reality, our closest competitor in terms of search engine, it’s Amazon”

For information searches on. Products currently contribute 98% to the turnover of Google (excluding revenue from Motorola, Lenovo sold in late 2014).

Gold when they want a product to purchase, people tend to shift more and more Google and go directly see the Amazon search engine, much more convenient.

Indeed, on Amazon, a “drill” query will give both results on “new drills” and results on “Used drills,” and the results “drills” marketplaces partners, all on a single page. The button “click to buy” also helps to simplify the entire operation.

But despite the creation of “Google Shopping”, which includes the top e-tailers offers associated with a search term (as yet “drill” for example), find and buy a product through Google is a longer and more complex operation.

Thus, according to the firm Forrester 18% Internet began their online shopping directly from Amazon in 2009. In 2011, this percentage increased to 30% .

And, by institute Baird Equity Research, this percentage rose to 53% the year after -the percentage of those who start their online shopping via Google having fallen at the same time to 36%.

A measure as the button “Buy” could allow Google to win the battle of the purchase facility facing Amazon -and his dream of ulterior leapfrog the e-commerce giant.

But it could also reopen the debate on possible abuse of the position of Mountain View giant, as illustrated by the process currently underway in Europe.