Retailers Snaring Mobile Shoppers with Google Instant Buy

A number of retailers, including Newegg and Rue La La, are realizing success with Google's (NASDAQ: GOOG) Instant Buy, which allows shoppers to pay for their purchases with two clicks.

Launching its Instant Buy Application Programming Interface (API) for Google Wallet users in May, consumers can check out via mobile sites that have implemented Instant Buy without having to manually enter their billing or shipping information.

Web-only merchant Newegg added Google Instant Buy to its mobile site earlier this year and now 10 percent of mobile site purchases are paid for using the Google service, Internet Retailer reported.

Plus, Newegg's shoppers convert 100 percent more often when using the feature, compared to those who start checking out with other payment options, according to the retailer. "Now our shoppers can see something and immediately buy," Newegg Chief Marketing Officer Soren Mills, told Internet Retailer.

Instant Buy also fits in well with flash-sale fashion retailer Rue La La's mobile-heavy focus. 40 percent of its sales stem from its mobile sites and apps.

Android app mobile transactions completed with Google Wallet quadrupled within the first few weeks after Rue La La added Instant Buy in May, according to the retailer.

Importantly, Rue La La shoppers who checked out with Instant Buy from May through August spent four times more on average than other Android app shoppers who did not use the service.

For more, see:
This Internet Retailer article

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