Twitter Tests “Buy” Button

Twitter Tests “Buy” Button

By Liam Foy

Here we are; the day Twitter joins the e-commerce world… well, begins testing it, anyway.

Twitter announced yesterday that it will begin to test a new ‘Buy’ button that, as it sounds like, enables you to buy directly from the tweet. Twitter have said that, “This is an early step in our building functionality into Twitter to make shopping from mobile devices convenient and easy, hopefully even fun.” As with most soft product launches, the button is only available for a “small percentage of users” in the U.S. and there’ll only be a handful of artists, brands and non-profit organisations who’ll be using the feature. I’d say it might be worth following them but, as we’re not in the U.S., the likelihood of seeing them is probably minimal. Watch the video to find out a little bit more about the new ‘Buy’ button.

Is this a good move for Twitter?

Put simply, yes. What’s not to like about it? It’s simple, effective, and I’m all for one-click payments.

Oddly enough, Twitter’s Nathan Hubbard (former Ticketmaster CEO) has stated that they aren’t thinking about monetising the product yet, the focus is on connecting sellers and users then they’ll see what to do. The reason this surprises me is that everything we do on social now is monetised. I would have thought that this product would solely be an extension of the ad platform, to get brands to use it. Let’s face it though, if this does well and brands are using it then they’re going to make it an ad product. I’d pay to use it now and it’s only another step to those three “dreaded” letters… ROI. If you can clearly see sales from Twitter then the “buy” button will be a success.

I’ve had my say, now have yours.

What do you think of the feature? Will it benefit brands? Will users still be cautious over sharing data and having a one-click buy? Comment below, and let us know what you think.

This post was written by Liam Foy

As Head of Client Services, Liam ensures that all of his clients’ strategies are on track, delivering ROI and coming up with new ideas to drive them forward. Beer makes him tick, reading, learning and drinking it.