Google has long been playing an active role in PPC management for ecommerce giants like Amazon and eBay, finding tremendous success in electronic industry. However, the rumours of Google Shopping morphing into a marketplace have long been making rounds in the digital and industrial worlds. According to the anonymous sources of ‘Wall Street Journal’, Google might be getting closer to fulfilling this objective in the coming weeks with Macy’s expected to be one of the retailers currently in talks with Google to join the launch.

Up till now Google has played the role of a mere e-commerce site referrer when it comes to various product related queries. However, with its joining the marketplace, Google is planning to take up the position of a transactional middleman. Simply put, Google is going to include a ‘Buy’ button in some of the mobile search ads, which earlier only directed traffic to the respective ecommerce websites. So when a user clicks on one of this ‘Buy’ buttons from a Google shopping ad, he/she would be directed to a special landing page to make their colour and sizing choices and complete their purchases.

This however would not change the role of retailers, as they would still be responsible for order processing and shipment operations. Even though various payment options would be offered to customers by Google in order to complete their transactions, such payment information would not be passed on to the retailers.

Nonetheless it is not expected to affect the pay per click services of businesses as Google will continue to charge per ad click to retailer websites instead of charging them a percentage of the transaction, as was assumed by global marketing and sales experts. These endeavours are all in sync with Google’s ongoing efforts of adapting to consumer’s mobile behaviours considering the fact that mobile searches have now surpassed the desktop searches in almost ten major countries of the world.