An anonymous reader writes: According to a (paywalled) report in the Wall Street Journal, Google is stepping up its efforts to take some of the online marketspace away from Amazon and eBay. Soon, the company will start showing "buy" buttons alongside sponsored search results on mobile devices. So, for example, if you search for a particular pair of pants, and one of the top sponsored results is from Macy's, then Macy's can pay Google to slap a big "buy" button right there that will take you directly to a product page where you can pick sizes and shipping options before checking out. Google won't be selling the products, but they will be hosting the product pages — "a major and potentially risky strategy shift that will turn the company into more of an online transactional business, rather than simply a provider of links to information elsewhere on the Internet." The report says Google will be trying to streamline the purchasing process by taking the payment from the customer and then passing it on to the retailer, so users only need to input their credit card details once.