Google Inc. (GOOGL) To Unveil Buy Button To offset Amazon.com, Inc. (AMZN) Dominance On E-Commerce

Google Inc. (NASDAQ:GOOGL)’s push to boost its e-commerce side of the business will see it unveil a new ‘buy’ button similar to the one embedded on Amazon.com, Inc. (NASDAQ:AMZN)’s marketplace. During an interview on Fox Business, Kantar retail Research, Bryan Gildenberg, reiterated that Google will look to use the ‘buy’ button to bolster its numbers in form of search traffic.

Google Inc. (NASDAQ:GOOGL)’s shopping tool has always referred shoppers to other merchant’s websites via links a model that the search giant will seek to change to keep users longer on its pages.  The move by Google comes at a time when Amazon.com, Inc. (NASDAQ:AMZN) has been bolstering its efforts as it seeks to offset Google dominance on advertising business.

“It is big deal for Google Inc. (NASDAQ:GOOGL) long term and I think that a lot of what they have been trying to figure out is how to recapture shopping search traffic. If you think about shopping it is about two things; it’s searching for stuff and buying things,” said Mr. Gildenberg.

Google Inc. (NASDAQ:GOOGL)’s buy button will reportedly allow people to buy goods directly from a number of retailers directly from its search page instead of having to go through Amazon.com, Inc. (NASDAQ:AMZN) website.  The search giant will not resort into building vast warehouses of goods as Amazon, but will simply act as a front end for selling goods from retailers.

“Today a lot more people are starting that search process for shopping on Amazon and not on Google Inc. (NASDAQ:GOOGL). So anybody that starts to occupy that sought of search space in people’s mind is a competitive threat to Google. I think Google is trying to find a way to introduce some mechanics into the process to offset that,” said Mr. Gildenberg.

Many online retailers competing against Amazon.com, Inc. (NASDAQ:AMZN) hand in hand will reportedly jump into Google Inc. (NASDAQ:GOOGL)’s ‘buy’ button as it will help offset Amazon’s dominance on online transactions. Gildenberg also expects such a move to result in the prices of goods dropping as the level of competition  in the space will have improved hindering one player from operating as a monopoly.

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