Google has launched Purchase on Google, a feature that will make it possible to buy products direct from search results – the buy button the company was rumoured to be working on last December.

Relevant searches will display shopping ads marked with Buy on Google – by clicking this, users are taken to a retailer-branded product page, where they can buy the product using the payment details saved in their Google account.

These ads are charged on a CPC basis, with retailers paying for any clicks through to the shopping page, and will start rolling out in next few weeks. Android Pay, Googles answer to Apple Pay, will be supported once the mobile wallet launches later in the year.

Google is far from the only online giant currently working on a buy button. Pinterest launched buyable Pins at the start of the month, and Facebook is now working on storefronts, according to BuzzFeed News. These would enable sites to feature products within their Facebook Page, with the ability to make the purchase without leaving the social network.