Twitter expands Buy button to simplify mobile purchasing process

Twitter has formed a number of new partnerships designed to make it easier for retailers to sell products or services through its Buy Now feature.

It is integrating Buy Now with leading e-commerce platforms, including Bigcommerce, Demandware and Shopify, and new retailers and brands such as Best Buy, PacSun and Adidas will also now able to share and sell their products.

These partnerships are powered by Stripe Relay.

In a recent blog post, the social media giant revealed that its commerce initiatives are designed to make it as straightforward as possible for businesses to connect with (and sell to) customers on Twitter.

“With Buy Now, businesses can drive more conversions and remove much of the friction in the mobile purchasing process. Today, as we begin rolling out to a wider group of platforms and partners, people will have even more opportunities to discover and purchase products from the brands they love on Twitter,” the blog post said.

Buy Now is currently only available to sellers in the U.S.

 

The ‘democratization of retail’

Tom Ebling, chief executive officer at Demandwar, commented on the opportunities that the new partnership will create for its retailers.

“Social platforms are at the center of the democratization of retail. Partnering with Twitter and using the Demandware open APIs, Twitter Buy Now will give our retailers a new tool to engage with customers and drive purchases,” he said.

Gary Schoenfeld, CEO of PacSun, said: “Our customers live on Twitter, so giving them an easy way to buy products that they discover in their Twitter feed, without leaving the app, is a no-brainer.”

“Because social media is our single most important marketing tool today, social commerce is obviously a key part of our overarching strategy. Anything we can do to shorten the gap between social engagement and shopping is a top priority,” he said.