Dive Brief:

• Google will be rolling out a "buy button" function for its search ads in the coming weeks, according to the Wall Street Journal, pitting it in direct competition with e-commerce sites like Amazon and eBay. 
• The products sold will still come directly from retailers, but the search ads under "Shop on Google" will now have a button for direct purchases. 
• The feature -- available inititally only on mobile -- will accompany sponsorsed (paid) results, and all sales will still go to the retailer, with Google charging for the click-through.

Dive Insight: 

Google stepping into the e-commerce marketplace, which could siphon off sales for other rival e-commerce sites and retailers. While retailers and brands still benefit from the sales, they lose an element of customer interaction. But retailers aren't shying away. According to the Wall Street Journal, Macy's is said to already be in talks with the Internet giant to participate in the launch.