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Google 'buy now' button imminent

Google has confirmed that a ‘buy button’ will soon be launched, allowing potential shoppers to buy things from its search results without leaving the site.

Google already has a shopping service but users have to click through the results to go to a retailer’s page to buy the item. This new button would reduce ‘friction’, chief business officer at Google Omid Kordestani told delegates at the Code Conference in California.

The button would link to a Google transaction page to complete the purchase but it is expected that merchants will still retain customer information, including email addresses, and will be responsible for shipping.

The exact launch date has not yet been confirmed.

@Tara_Hounslea

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