Dive Brief:
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Google is reportedly developing a “buy button,” in an effort to leverage its search capabilities in its ongoing battle with Amazon, according to the Wall Street Journal and others.
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Sources say that retailers have been approached by Google about the feature, which would work like Amazon’s one-click buy button, but would work through retailers’ own sites.
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Google would allow shoppers to store their credit card and shipping information to enable one-click ordering.
Dive Insight:
A Google buy button is not imminent — the company has much to do to gain the level of confidence that Amazon enjoys when it comes to payments or develop the habit of one-click shopping. That, and retailers are reportedly balking.
Still, the move makes a world of sense for Google. And it shows that many of the e-commerce developments that have made Amazon so dominant can be replicated by other retailers or companies, making Amazon chronically vulnerable to new avenues of competition.
