Google has confirmed reports that it is on the verge of introducing a 'buy now' button to its search results to make online shopping easier.
The new feature was brought to light by the Wall Street Journal, and the firm's chief business officer Omid Kordestani has now revealed that its rollout is "imminent." He told Re/Code: "There's going to be a buy button. It's going to be imminent."
The 'buy now' button will appear among Google's shopping ads, but the specifics about how it will work are yet to be announced. It was originally reported that the button will be available on mobile searches only—to begin with, at least.
They will also only appear alongside paid search ads near sponsored search results and not among the standard search results. When a user taps the button, they will be taken directly to another Google page where they can fill out their purchase details and place their order.
Kordestani said that the feature is being introduced to boost online retail, as the majority of people still do most of their shopping offline.
