Google has confirmed it will introduce a "buy button" to its search results soon, allowing its users to purchase products without visiting the relevant website.
Speaking at the Code Conference in California, the search engine claimed it wanted to reduce the "friction" that users experience whilst browsing for products.
Omid Kordestani, chief business officer at Google, said: "There’s going to be a buy button. It’s going to be imminent."
Customers who click the button will be directed to a Google transaction page, which will still allow merchants to keep the customer information and handle postage.
The move is likely to cause controversy within the ecommerce industry, since it will limit the power retailers have to display products online and may well cause shoppers to spend more time on Google.
It does however follow similar moves by the social networks Facebook and Twitter.
Kevin Dallas, chief product officer of Worldpay eCommerce, said: "This move from the world’s biggest search engine might alarm some merchants but companies should see Google Buy as a positive, spurring retailers to acknowledge the benefits for consumers when they invest in making their site mobile optimised.
"Customers expect to be able to transact swiftly and safely from mobile devices and any company that hasn’t done so will be swiftly outmanoeuvred by more nimble competitors."
