Following Google's Mobilegeddon, the search engine continues to adjust to mobile behaviours...The battle for the mobile transaction continues.

The latest development "Buy Buttons" may start to appear on select Google mobile search ads.  The Wall Street Journal cited anonymous sources saying Macy's is among the retailers in discussion with Google to join the launch.  This functionality would transform Google from a referrer of traffic to ecommerce sites to being a transactional middle-man, forming more of a marketplace in a similar way to Amazon and eBay.

When users click on the 'Buy Button', they will be taken to a dedicated landing page, on Google where sizing, colours etc can be made and the purchase completed.  Retailers will still handle the logistics of order processing and shipping.  According to the sources, retailers will still be able to market to their customers once an order is placed, in the same way they would as if the transaction took place on their own site.  Whether the opt-ins would be a big enought carrot to dangle for retailers is another question.

Google will apparently continue to charge on a CPC (Cost per Click) basis and the ability to transact through Google would potentially mean a less fragmented buying process for consumers on mobile devices.