Why Google is adding “buy” buttons to search (hint: it’s about mobile)

Reports are in that Google will be adding “buy” buttons directly to its search results pages, starting with sponsored shopping results page listings. These buy buttons will lead users to a Google page where they can customize options, enter shipping and billing information, and complete their purchase. If this sounds a lot like what Amazon does, its not a coincidence. Amazon is one of the few companies to have beaten Google at the search game, specifically when it comes to product search. What app do you use to search for something to buy? My guess is you go straight to Amazon.

Google is likely adding buy buttons in order to extend themselves further into the e-commerce transaction chain. Historically, Google has kept itself at arm’s length from e-commerce transactions, preferring to stay in their core (and extremely profitable) business of selling links (and letting e-commerce providers worry about the relatively messy transactions side of things).

Mobile, however, has changed the search game. On mobile devices, users spend more time searching in more targeted, vertical search experiences, like Amazon, Yelp, and YouTube. The days of the almighty search bar are behind us, and Google is well aware of this.

On mobile, users expect a seamless experience within a given app. They prefer not to be shipped off to a web browser, or even to a web page within an app.

I would expect Google to either introduce a dedicated Shopping app to compete directly with Amazon, or to integrate shopping tightly into its flagship Google Now app. One advantage of the buy button feature is that Google could display Google Now cards through which users can purchase products directly, without visiting a website like macys.com.

You could imagine getting a Google Now card alerting you of a 30% sale on an item you recently searched, with a single-tap buy action right from the card on your phone or watch. Alternatively, with buy capabilities in Google Now, you could use voice commands to purchase products (“OK Google, re-order Tide detergent.”).

This is all part of the native content and card UI trends which are happening in mobile. Facebook is more tightly integrating content into its native experience with Instant Articles, so users no longer have to jump to websites to consumer content. I’d imagine they will also create shareable cards that enable me to share specific sections of Instant Articles, allowing them to comment on specific paragraphs or videos directly in the card, without having to open the Facebook app. App companies are providing more of their user experiences natively, and will extend their reach into other apps and devices in this way.

Google is clearly aiming for a native content future as well, in this case targeting mobile commerce. It will fascinating to see how this unfolds. One thing is clear: it will become easier and easier to buy stuff on your phone (good for Google, bad for our wallets).

This is all part of the native content and card UI trends which are happening in mobile. Facebook is more tightly integrating content into its native experience with Instant Articles, so users no longer have to jump to websites to consumer content. I’d imagine they will also create shareable cards that enable me to share specific sections of Instant Articles, allowing them to comment on specific paragraphs or videos directly in the card, without having to open the Facebook app. App companies are providing more of their user experiences natively, and will extend their reach into other apps and devices in this way.

This is all part of the native content and card UI trends which are happening in mobile. Facebook is more tightly integrating content into its native experience with Instant Articles, so users no longer have to jump to websites to consumer content. I’d imagine they will also create shareable cards that enable me to share specific sections of Instant Articles, allowing them to comment on specific paragraphs or videos directly in the card, without having to open the Facebook app. App companies are providing more of their user experiences natively, and will extend their reach into other apps and devices in this way.

This is all part of the native content and card UI trends which are happening in mobile. Facebook is more tightly integrating content into its native experience with Instant Articles, so users no longer have to jump to websites to consumer content. I’d imagine they will also create shareable cards that enable me to share specific sections of Instant Articles, allowing them to comment on specific paragraphs or videos directly in the card, without having to open the Facebook app. App companies are providing more of their user experiences natively, and will extend their reach into other apps and devices in this way.