Google appears to have quietly opened its test of Purchases on Google program, which enables consumers on Android devices to buy products directly on Product Listing Ads. Product Listing Ads, or PLAs are the listings that show a product’s image, price and the retailer selling it prominently in Google search results for product-related searches.
Google recently began listing Purchases on Google in its Merchant Center. The option says, “Help shoppers easily purchase on Google, so you can grow conversions and drive new customers.” To take part, retailers can click here to fill out the form.
When a consumer taps a product featuring the “Buy on Google” badge, she is taken to a Google-hosted page where she can use Google Wallet to purchase the product. Google Wallet is the company’s peer-to-peer payment system where consumers can store their credit card information and tie it to their bank account. According to Top500Guide.com, 123 retailers in the Internet Retailer 2017 Top 1000 offer Google Wallet.
While Google first announced Purchases on Google in 2015, the program has been slow to roll out. Even now, only consumers on Android devices see Purchases on Google as an option. Still, there has been some recent momentum. Google expanded the program to Android tablets earlier this year and began opting consumers in by default to receive marketing and promotions from the retailer that they purchased from.
Google could not be reached for comment on the test.