Twitter has so far partnered with smaller e-commerce platforms like Fancy and Gumroad on this buy button, although media reports indicate it is negotiating with larger e-commerce platform Shopify. Clients can use Shopify’s software to handle sales made through mobile phones, the Web, and other means. That’s because more tweets will be affixed with a “Buy” button, thanks to new partnerships Twitter is announcing today. The company still has to make them attractive to merchants and consumers.
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The expansion announced Wednesday also loops in more retailers and brands, including Best Buy, Adidas and PacSun, Twitter said.
Twitter has been dabbling in ecommerce for a fairly long time at this point, but has yet to offer a widespread way that any business can set up a buy button for selling items directly from tweets. “Now, Bigcommerce merchants can collapse the purchasing funnel, offering in-the-moment buying experiences right when and where potential customers are considering them”.
On the part of the e-commerce platforms, it’s also a natural to see them expanding the list of places where merchants might be able to integrate their services, but while social media has definitely proven to be a strong channel for marketing a product (or complaining about it, as the case may be), it has yet to demonstrate itself as the flawless place for buying. Shopify has partnered with Facebook to enable Shopify merchants to showcase as well as sell their products in the new Shop section.
“We are executing and broadening what we’ve been working on”, Hubbard said.
“Chances are you already use Twitter to engage shoppers, with the ultimate goal of sending them to your online store so you can make a sale”, says Satish Kanwar on the Shopify blog.
The next time you spot a pair of rad sneakers or a handmade iPhone case on Twitter, it may be dangerously easy to have it shipped to your door.
Leveraging the Demandware Commerce Cloud open commerce APIs and configurable product feeds, the integration extends commerce functionality from Demandware’s scalable and secure commerce platform to a Tweet, enabling consumers to buy directly from a Tweet.
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Buy Now is currently only available to US merchants.
