Google Wednesday announced a new feature named Purchases on Google, which will enable consumers to purchase items directly from mobile search ads via a "buy" button. 

Google said at a press event it is testing the new feature with a dozen retailers over the next several weeks and plans to make the option available to more merchants in the U.S. by the end of the year and into 2016. 

Merchants will handle product fulfillment, but Google will host the actual page. 

Google is the latest company to dabble with "buy" buttons as consumers continue to use mobile devices to conduct a large portion of their online shopping. Facebook, Pinterest and Twitter all have or will add such a feature in the near future.