US retailers integrate Twitter’s ‘Buy Now’ button

Best Buy, Adidas, Shopify and PacSun are just a handful of retailers starting to use Twitter’s ‘Buy Now’ button to sell products, digital goods or services directly within a Tweet.


Commercial opportunities

The feature was made available to a small number of US users last year, with consumers buying goods and services directly from a tweet.

Twitter then brought the ‘Buy Now’ button back in July and it was immediately endorsed by international superstar Katy Perry, who used the button to sell ‘Mad Potion’, her new range of perfume.

In September Twitter integrated Stripe’s API Relay, which allows third parties to offer buying capabilities within their own apps.

The social media giants have been busy tying up commercial partnerships, as it has also teamed up with Square, a financial services aggregator which is owned by Twitter founder and incoming CEO Jack Dorsey. American citizens can now support US politicians by making a donation directly from a tweet.

Twitter has signed up a range of retailers to its ‘Buy Now’ service, including Bigcommerce, BritandCo and e-commerce software firm Demandware. The company believes that the button will help ‘‘drive more conversions and remove much of the friction in the mobile purchasing process.’’


‘A new tool to engage with customers’

This all comes at a time where Twitter is trying to increase its growth. Its consumer ads platform hasn’t done as well as expected so has teamed up with a number of commerce companies directly in order to maximise profits.

The California-based group is also undergoing a number of managerial changes, with Dorsey widely tipped to return as the company’s permanent CEO.

A number of Twitter’s new commercial partners have praised the ‘Buy Now’ button, including Tom Ebling, chief executive officer at Demandware.

‘‘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.’’

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