Twitter’s Buy Buttons Gain New Partners

By Rory Betteridge | 01 Oct 2015

Twitter has stepped on the gas with its e-commerce ambitions, signing three new partners to its Buy Now button service that allows retailers to conduct online retail directly in customers’ Twitter feeds.

After rumors of Twitter’s move into e-commerce were confirmed last year, and trials with payments system Stripe, it seems Twitter has signed up new partners to introduce Buy buttons to millions of users’ Twitter feeds; US-based Demandware, Canadian platform Shopify, and Australian e-commerce startup Bigcommerce.

The partnership with the social media giant will see the Aussie platform introduce support for Twitter’s Buy Now feature, allowing merchants to promote and sell products natively through tweets. With more and more brands using Twitter as an advertising tool, the ability to directly sell products via Twitter would feed seamlessly into both the generation of sales and the maximisation of their social media endeavours’ potential.

“The goal for all our commerce initiatives on Twitter is simple: make it as easy as possible for businesses to connect directly with, and sell to, customers on Twitter,” Twitter Vice President of Commerce Nathan Hubbard through the company blog. “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 new deal opens up all sort of opportunities for our retailers to engage via Twitter,” Demandware Regional Director Damian Purvis told Power Retail. “A few months ago we went through the same integration progress with Pinterest, so we’re working our way across various social media platforms.”

“Many of our 175,000-plus merchants already use Twitter to engage with their audience, and now they can sell directly to them in real time,” Shopify Director of Product Satish Kanwar told CanTech Letter. “Today’s partnership means Shopify merchants are now among the first to use buy buttons on Facebook, Pinterest and Twitter.”

“Consumer shopping behaviours are constantly evolving,” Bigcommerce CEO Brent Bellm told Business Insider. “As the leading cloud-based commerce platform for the mid-market, Bigcommerce stays on top of these trends and translates them into the features and functionality that matter to our merchants.”

The three new partners join existing partner Stripe, through its Stripe Relay service. The new partnerships represent Twitter hitting the accelerator on its e-commerce ambitions.

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