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Amazon is the undisputed leader in online retail, but Google's introduction of its own buy button on mobile may give the eCommerce giant something to worry about.
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Mobile commerce has long had a conversion rate problem, but Google's buy button could address a number of the underlying issues. We can all agree that checking out on such a small screen is a hassle, especially when the site isn't mobile-friendly. Instead of constantly zooming in on descriptions and meticulously tapping links that are smaller than the average fingertip, shoppers often opt out of mobile and complete purchases on a desktop.
This plan seems to be a win for all but popular marketplaces, like Amazon and eBay. Shoppers will have a seamless and mobile-friendly shopping experience. This will make it easier for retailers to turn around the fact that, according to Marketing Land in Q1 of 2015, 41 percent of traffic came from mobile devices, yet they made up only 26 percent of eCommerce sales. Currently, when shoppers click on sponsored products, they're taken to the retailer's website. The load time and mobile-friendliness have a big impact on their likelihood to check out.
While Google's addition of a buy button won't exactly make it a direct competitor to Amazon or eBay, it will be yet another way that the search giant can profit from search and ad revenue. A number of companies are in fierce competition to make the consumer experience easier. The easier it is, the more money they're able to make.
The real question here is: What will Google do with the data? Some suspect that Amazon uses its sellers' data against them to offer products at lower prices to dominate its own marketplace. Google's buy button could be the first step in a foray into the marketplace race for Google, but only time will tell. As of right now, the products shoppers will be able to buy with Google's buy button will still be sold directly by the retailer. All we know now is that Google could become an even bigger force in online retail very soon by providing an incredible shopping experience all within the most powerful search engine.
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