For many shoppers, online purchases often start with a Google search. But to complete a purchase, you need to leave the results page and head to a merchant’s website. However, Google has quietly started testing a ‘buy’ button feature to appear directly on results pages.

Currently, there hasn’t been a statement made by Google regarding this new feature. But merchants who are already members of Google’s Merchant Center now have the option to join the Purchases on Google beta program.

Merchants who choose to enter the program will see an additional option when configuring their product ads that, when selected, will display a “Buy on Google” button alongside their product ad. Currently, only users browsing on Android devices with Google Wallet active are able to see the new button. When clicked, users are redirected to a Google landing page where they can complete their purchase.

Although only a limited number of users will end up seeing the button in its current state, a full rollout will likely have a huge impact. For ecommerce merchants, this will present yet another opportunity to reach mobile shoppers and streamline their buying process.