Dive Brief:

• Google has launched Purchases on Google, which makes it possible to buy directly from mobile search ads.
• Clicking on promoted mobile search results will take shoppers to a branded purchase page hosted by Google. 
• Partner merchants will continue to handle order fulfillment. 

Dive Insight:

With more consumers shopping on tablets and smartphones, Google has introduced what is essentially a “Buy” button for its mobile search ads. Seeking to reduce friction in mobile purchases, Google will allow retailers to handle product fulfillment while extending partners’ branding to its hosted pages and storing consumers' payment information.

Google is testing Purchases on Google with retail partners such as eBags and Staples, and plans to expand the offering in the United States by early 2016.

“Working with Google on this offering will make the discovery and purchase process even easier for the customers we serve, with the power of both of our companies behind it,” Faisal Masud, executive vice president of global e-commerce for Staples, Inc., told the Google blog.