2015 so far has been a stellar year for the social networking giants, in terms of releasing action oriented product features. This year social networks from Facebook to Pinterest, Instagram and Twitter, everyone is moving out of the mould of only engagement. Convincing advertisers and users that even commerce can happen on their platform is the new mantra.
Last year around September, Twitter made a big announcement that it is testing its first commerce product. Twitter said on its blog that for a small percentage of U.S. users (that will grow over time), some Tweets from the test partners will feature a “Buy” button, letting one buy directly from the Tweet.
Now Twitter has announced a number of partnerships that will make it easier for retailers of any size to sell products, digital goods, or services directly within a Tweet via Buy Now. To start with it has partnered with Bigcommerce, and Shopify each having 100K plus merchant clients in US.
Twitter’s Buy button currently only available for businesses selling in the US has also integrated with Demandware. These commerce partnerships on Twitter are powered by Stripe Relay. “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. With Buy Now, businesses can drive more conversions and remove much of the friction in the mobile purchasing process,” informed Nathan Hubbard, Twitter’s head of commerce.
Twitter also said it’s giving Buy button access to Adidas and PacSun. And any business that lists its products on Stripe’s Relay API also can include buy buttons in tweets.
This is Twitter’s biggest push in the eCommerce space. The latest development comes right after Twitter had partnered with Square to enable anyone in the US to make a donation directly to a US candidate through a Tweet. Twitter and Square initiative gave a major push to the presidential campaigning that is also being fought extensively on digital.
Finally some good news from Twitter to boost market confidence in the network struggling with dropping share prices and stagnant user growth. However these are early days for Twitter to build confidence in retailers to try out the network for commerce, at a time when Facebook and Pinterest are also pitching retailers.