Google wants to crush Amazon in online commerce

Just as Amazon is taking on the search dominance of Google by launching its own search product, Google is being rumored to have a plan to introduce enhancements to its Google Shopping service in a move to unseat Amazon.com from that throne.

Google has never given much hard work to its online commerce service, as it used to redirect shoppers to the websites of merchants via links displayed on the Google Shopping search results. Finally, reports reveal that the search giant is planning to launch a “buy” button on the online shopping service.

The same thing is what distinguishes Amazon from the rest, because it allows users to purchase items without having to leave Amazon’s site. And that’s exactly what Google wants to do now. Google Shopping has run short of competing with Amazon when it comes to online selling because users seem to be averse to the burden of visiting other sites to complete their transaction, which otherwise could be done simply within the domain of Google.

Aside from the fact that the potential addition of a buy button to Google shopping will facilitate smooth and quick transaction, it will also boost the time a user stays in Google’s pages. But one is sure never changing: Google won’t ship the products still, as is mostly the case in that line of business.

The online commerce enhancements of Google Shopping is also expected to include a marketing strategy in which vendors would have the opportunity to promote their product shipment service for two days through Google Shopping.

But it might take long before Google pushes the product out for online shoppers. But from all indications, it seems most merchants are excited to see the buy button on the Google Shopping site. Competition is one factor perhaps. Also, it will provide a variety of options for online vendors to expand their market reach.

For Google, the search engine business constitutes the most lucrative part of the enterprise. And most Internet users look for various products in most cases when they’re online. So to keep the business going and make it even more robust, focusing on that niche is a strategic approach.

But Google must account for other competitors such as mobile apps that also enable in-app purchases. This also has a huge impact on the Mountain View company’s business as most users now resort to in-app search for products rather than visiting the search engine first. Times have changed. And so must Google.