Google unveils buying button in mobile shopping ads

MOUNTAIN VIEW (KRON/AP) — Google is setting out to make it easier for consumers to use their smartphones for online shopping.

The Mountain View-based company is introducing a new buy button that will allow shoppers who are browsing on their smartphones to buy merchandise by simply tapping a button included in the ads appearing in its search results.

The feature called “Purchases on Google” was unveiled on Wednesday. It’s part of Google’s attempt to divert online traffic from e-commerce leader Inc., according to industry analysts.

“Purchases on Google,” completes sales using financial information that already has been stored with Google. Participating merchants can still gather information about customers using Google’s buying button.

Facebook also has been testing a similar buying button in ads appearing in its social network.

About a dozen retailers are initially using Google’s buying button. Google is hoping to increase the number of merchants before the end of this year.

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