Google announced a new feature named 'Purchases on Google' which enables buyers to purchase items directly from mobile search ads. The highly anticipated feature makes use of saved payment credentials for transactions from the consumer's Google Account.

Shoppers can obtain info on product ratings and its availability in any nearby stores, along with the ads that show up in search results. The tech company has revealed at a press conference held in the city of New York that it will be testing the feature with its retail partners in the coming weeks.

Google will be the one hosting the pages but sellers can still manage the actual product transactions. The company clarified that it will not interfere in the relationship of the consumer and merchant while reducing the issues in mobile purchases.

The purchase page will be branded by the merchant, making it easy for shoppers to look for other products.

Google plans to make the project widely available to advertisers in the US before the year ends or in early 2016. More important information will be revealed on Google Chrome for Android this month which will then be followed by iOS support in the next months.

Using the new service, buyers can check if a product's price has reduced or increased by looking at the browsing history. Google has also confirmed that it will be working with e-commerce companies like eBay.

The increase of shopping-related mobile searches last year pushed the tech company to develop the 'Purchases on Google' which was first mentioned in May. Around 28% of retail sales were linked to mobile. Both Google and Facebook saw and seized the opportunity which was the result of the longer time consumers spend on their smartphones.

During the conference, Google also mentioned the 'Google Now' service which will provide locations and discounts of a particular product including the working hours of the stores where it is sold.