In response to popular demand Google has announced the launch of Google Checkout, (checkout.google.com).

Users have commented on the inconvenience of finding products using Google and then having to input the billing details to multiple sites, multiple times and having different usernames and passwords to remember for each site. Google Checkout will save time for consumers and making purchases online fast and easy and should also be much more securely.

The announcement was added to the official Google Blog title “Find it with Google. Buy it with Google Checkout.” Here: googleblog.blogspot.com

Participating sites will hold a Google logo that shows that they have the ability to accept purchases using the Google Checkout.

The checkout will be in direct competition with PayPal and other major payments processors.

Some of the first companies that have joined Google checkout are Jockey, Starbucks Store, Levi's, Dockers, Buy.com, Timberland and Zales.

Google have stated that stores do not have to be an AdWords advertiser to use the Checkout but there is an obvious advantage to advertising the fact that you have the ability to accept payments in this way by coupling the use of the checkout with firm AdWords advertising. The checkout will help merchants acquire new customers and process all or a portion of their Checkout sales for free with Google’s incentive program, which will encourage sites to spend on AdWords promotion in order to receive reductions on their fees for processing transactions.

Google Checkout enables purchases using existing payment methods, including Visa, MasterCard, American Express and Discover. Citi, a leader in innovative financial services products, is offering its credit card customers a special, limited-time promotion for signing up and purchasing with Google Checkout using their Citi Card.

There are obvious privacy issues to think about with the product in a similar way that were highlighted when Gmail was launched. Google will have the ability to use the stored data, which will hold details of previous transactions and use these to target customers with specific advertisements based on previous purchases.

More information about the new Google Offering can be found at checkout.google.com.