“Purchases on Google” goes live on mobiles

Google has unveiled its Purchases on Google feature, which will make it easier for consumers to buy products directly from mobile search ads. Essentially, the new features will mean that consumers will be able to use Google like an online marketplace, as well as a search engine.

Google is testing the new buy buttons live on mobiles and has reportedly started work with key global retailers including eBay, Flipkart and Zalando to add “deep links” to their apps right in their shopping ads.

Google posted a notice entitled “Winning the shopping micro-moments” on its official blog yesterday (15 July), which outlines its new approach.