NEW YORK (TheStreet) -- Google (GOOGL) has long played the role of traffic director, answering consumers' queries and leading them to where they wish to arrive. Now, however, the Mountain View, Calif.-based company may be trying on a new hat.
In the next few weeks, Google will begin testing a new buy button on mobile search, according to The Wall Street Journal. The addition would promote Google from traffic director to an active participant in online transactions, joining in with the ranks of Amazon (AMZN) and eBay (EBAY) instead of simply sending off the sales to these other marketplaces.
While Amazon does not use Google's Product Listing Ads (PLAs), eBay is the second biggest PLA advertiser, according to a 2014 Jefferies estimate, and it may account for about 6% of all PLAs. Google would stand to gain significantly if it owns more of the transaction, as opposed to just PLA.
According to the Journal, the buy button will only accompany sponsored search results only and will often be featured underneath a header that reads, "Shop on Google." When a consumer clicks on the buy button he or she will be directed to a Google page to complete the purchase and fill in details like size and color.
Google could not be immediately reached for comment for this story. Google's large developer conference I/O is scheduled for May 28-29, so it is possible we will learn more then.