Google are reportedly planning to add buy buttons to their mobile search results.
The new feature will roll out in the coming weeks, according to a report in The Wall Street Journal.
When users search on their mobile device, buy buttons will appear next to sponsored results, under a heading called “Shop on Google”.
If consumers click through, they visit another Google page where they can input product and shipping details, before buying the item.
These new ecommerce buttons won’t appear on search results that aren’t sponsored however.
The Wall Street Journal said Macy’s are in talks about taking part in the launch.
People close to the matter said the purchase pages are customisable to each retailer, and only they will be able to advertise other items consumers might want to buy.
Customers who buy products on this new Shop on Google service can choose to store their credit card details for future purchases.
This move by Google sees them entering into competition with eBay and Amazon, by expanding the reach of their sponsored results to include actual purchases through Google.
The company will test the process with a small amount of their mobile search traffic, and it is not known whether the service will expand to desktop results, or if the feature could be used to sell online services like online dating.
Earlier in the year, Google announced that mobile search results had overtaken desktop searches in 10 countries including the US and Japan.
Check out the WSJ article here.