Twitter moves into retail with ‘Buy Now’ button

Twitter Buy It Now

Twitter has begun to dip its toes in e-commerce by adding a new “buy now” button that retailers can embed into tweets. At present the service is just a small-scale trial, mostly offering music downloads from artists such as Ryan Adams for sale.

It allows Twitter users to place a “buy now” button in a tweet that also includes a brief description and image of the product.

Once you click on the button you are taken to another screen where you’re shown further details of the item on offer, and given the chance to choose options – such as size for clothing. You’re then asked to enter your payment and address details. Twitter hold these details on file so that future purchases take a couple of clicks.

Initially the feature is only available to a “small percentage” of users in the US, but Twitter says that this will “grow over time”.

Retailers like Burberry and Home Depot are trialling the feature, as are a range of musicians including The New Pornographers and Megadeth.

Twitter says that more artists and brands will be signing-up “soon”.

Twitter’s Tarun Jain said in a blog post: “This is an early step in our building functionality into Twitter to make shopping from mobile devices convenient and easy, hopefully even fun.

“Users will get access to offers and merchandise they can’t get anywhere else and can act on them right in the Twitter apps for Android and iOS; sellers will gain a new way to turn the direct relationship they build with their followers into sales.”

It’ll be interesting to see how retailers adopt this feature as it rolls out to a wider audience.

However we don’t anticipate any long term value for retailers, with the buttons main integration being utilised for flash offers or online sales.


[Source: Twitter; Mashable; TNW]