It seems just a small detail, but it could vital. informationweek.com reports that the ability to make instant purchases based on search results will be deployed in Google's mobile browser. Once users have selected the purchase option, which will only accompany sponsored search results, they will be taken to a separate page where they can choose shipping options, make other customisation choices like color or size, and then complete the purchase.

Google launch partners

Google is reportedly in talks with Macy's department store as a launch partner, and the article also stated that Google won't be offering the service as a feature of its desktop browser. Some retailers are worried that the feature could serve as a barrier in the relationship between stores and consumers, the source cites.

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CTMfile take: The forecasts of mobile business growth are huge, but don’t assume that your company will receive your existing share. Retailers are right to be concerned. Google and Apple may not be evil(?), but they will eat your lunch if they can. Corporate treasurers need to help their company to understand the implications of the growth in mobile business.