Google Inc. , in response to growing mobile searches and sales, said it will officially introduce its Purchases on Google, or buy button, initiative in the next few weeks. Dozens of merchants, including Under Armour Inc. and Staples Inc. , will be on board with the initial rollout. Based on the program's success, Google plans to scale it to more merchants later this year or early next year, said Jonathan Alferness, vice president of product management at Google Shopping. When consumers search on their mobile devices for a product, they could see "Buy on Google" text that they can then click and be taken to merchant-branded product page hosted by Google for quick transactions. Retailers and brands still have control over their sales, customers and marketing and will handle shipping and returns, Alferness said in an interview. He said Google is still being paid cost per click. "We are facilitating the transaction and hosting that experience so it's frictionless," he said in an interview. "We want to drive more (purchase) conversion." Google also unveiled its "conversational search" for shopping and voice search for product reviews. Related: Why Google’s YouTube is becoming more important for retailers
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