A director at a San Diego advertising agency - Denise Chapman briefed about the number of hours she spent on her mobile phone for shopping from online portals. But, when it comes to buy something from online portals; she sits with her laptop, instead of using smartphones. She said that she has got to the point, where she didn’t ever attempt to make online purchase with a phone.
Since from past years, buy buttons have a special acknowledgement over the internet, notably with Amazon’s one-click ordering. When shoppers click on that buy button to run their credit card, and ship purchased items to their designated address.
Companies like, Google, Facebook, Pinterest, and Twitter intend to bridge a gap between mobile browsing and desktop purchasing by introducing simple buy buttons concept. The new buttons allow companies to act as middlemen between shoppers and retailers. It will extend one-click ordering to thousands of those small retailers, eliminating irritating typing on the touch screen of the smartphone device.
The new concept might seem to be a bit inconveniencing, where today, information is available at our figuretips. But, it is a big deal for many tech companies, who wish to expand their multi-billionaire advertising business; yet, are tethered to the success of online shopping portals.
Most of the American civilians shop from online portals through PC or laptops, instead of staring three-to-four hours at their mobile phones. They rather opt for the devices having larger screens and physical keyboards, which are more essential to browsing, and easy to type credit card numbers.
VP for marketing and insights at comScore - Andrew Lipsman, said that they’ve seen that shopping behavior has moved to mobile in an incredible way. The logic behind introducing smart and simple buy buttons is that with the increase in mobile usage, people type less and tap more. This turns more predictable to drive sales by eliminating friction that is a technology euphemism for any inconvenience.
Mobile phones have filled the gap between in-store and online shopping, as shoppers often make use of them while shopping in stores, or to search for phone numbers to make online purchase. But, the beneficial aspect is that it would be easier for customers and for marketing business that would raise the price of ads, if marketeers could see a direct link between their ads and a purchase.
Mobile applications are helpful for users since they keep their important document filed under those applications, creating a closed system where they can order a cab or other basic amenities with just a tap. A source survey noted that shoppers often complained about the product display that appears smaller on their smartphone’s screen, or have difficulty in clicking on shipment links, and payment options.
Recently, Google has rolled out ad formats; like hotel ads, which allow people to book directly inside the ad. It is expected by the company that the new buy buttons concept will be introduced late this year, and initially will rest inside Google Product Ads – a popular ad format, which includes shots and information.
Yet, we cannot anticipate whether buy buttons can be profitable for retailers, or not. But, if the buy buttons take off, it would reduce the shoppers’ need to visit their sites that would make shoppers more loyal towards their particular stores.