Twitter Buy Button is Coming Soon
On 09.09.2014, by Johnny
Twitter announced this Monday that’s testing a “buy” button that allow users to purchase goods without having to leave the platform. This doesn’t come as a surprise to us, taking into consideration the fact that Twitter acquired a payment infrastructure startup CardSpring last month. It was about time Twitter started experimenting with e-commerce! All the marketers out there are certainly thrilled about this big news and all the opportunities that follows this major change.
The button will initially be displayed to a small percentage of U.S. users using the Twitter mobile apps. But soon after the initial test, the company is planning to add the functionality to more users, including the desktop website.
Tweets with buy buttons are just like any other tweet, they can function as ads. For the moment it’s not clear it Twitter will take a percentage of the purchase themselves.
According to a Twitter spokesperson, the social network is planning to add more payment partners over time, but for now they work closely with Stripe. We all read the news about the Twitter deal with the payments startup Stripe by the beginning of the year. That was our first sign that the social network is serious about making it easier for brands, retailers and marketers to sell stuff directly on Twitter.
Here you can see a detailed video about the Twitter announcement:
The video gives us a clue about the implementation of this functionality. According to this, after clicking on the buy button, the payment information is encrypted and “safely” stored so that next time you want to make a purchase, you don’t have to enter all you information again. Btw, on an unrelated note – don’t you just love the song?
Twitter is planning to come with an intuitive and easy to use feature, to make shopping much easier through the social platform. The usability of this function makes the buy button brought by Twitter a marketer’s dream come true!
It’s not clear now though what will be Twitter’s primary focus: physical or digital products? There are a lot of different scenarios we can think of right now. The good news is that we don’t have to wait too much this time to find out.
It’s interesting to see the results of this experiment and how fast will be adopted by social users. Especially when people on Twitter don’t have a buying mindset. There’s a different dynamic here: people are used with short, relevant stories they read on their way to work or on an idle Tuesday. They’re not logging onto any of these networks to go shopping.
On the other hand, we spend more time on social sites like Facebook, Twitter, Instagram, Pinterest and so on, than on any other place on Internet. Every advertiser out there wants to get some of our attention on the social platforms. Facebook started a while ago experimenting with e-commerce and now Twitter. I’m sure more platforms will follow this trend.
What’s your take on this change on Twitter’s mobile apps? Share your thoughts in the comments!