Google is reportedly ready to capitalize on its huge popularity of its search engine, by including a "buy" button in its search results on mobile devices, said a report on Friday in the Wall Street Journal. The move could help Google compete with other mobile apps from companies like Amazon and eBay, though it might jeopardize retailers’ ability to directly market to their customers.

The buy button will appear on Google’s search results pages when people search for certain products on mobile devices, said the report, which cited unnamed sources. Any transaction will be handled by Google, with the company to offer a web page where consumers will be able to select shipping options and complete the purchase, the report added. Shoppers will have to enter their payment information once and automatically load it for future purchases on Google’s shopping pages.

Representatives of Google did not immediately respond to request for comment.

But it seems that Google is taking it slowly, as the buttons will accompany only sponsored search results, not regular results driven by Google’s basic search algorithm. But for sure, over time, the buttons could help Google expand its search service beyond information and links to also encompass an online storefront.

Other sites like Facebook and Twitter also try out new ways to let users make purchases without leaving their sites.

It is not clear when Google will officially launch the new online buying option. But we could expect an announcement around the time of the company’s annual I/O conference for outside developers.