Twitter is currently testing a new buy button that will allow ecommerce merchants to sell their products directly from the micro-blogging platform.
As it currently stands, Twitter is only working with a small group of artists, brands and non-profit organisations including Eminem, Burberry and The Nature Conservancy to test the buy button on a small percentage of US users. These users can see tweets from the selected brands featuring buy buttons that allow them to make purchases directly from the platform. Just two days ago, Burberry offered the small group of US users a chance to buy a selection of the nail polishes worn by the models at their London Fashion Week show, directly from their Tweets.
The buy button on Twitter is designed to make shopping from mobile devices more convenient, easy and fun for consumers. Twitter users will be privy to offers and merchandise that can’t be bought elsewhere. For sellers, it will provide the opportunity for them to target their products at customers who have already shown a keen interest in their brand through the micro-blogging platform.
As the Twitter buy button is rolled out, it is assumed that the majority of brands will use it to promote short-term specials and offers, rather than the stock available on their websites and other marketplaces. This may be something like last minute concert tickets or limited edition products that are only temporarily available and require buyers to act urgently.
The social media platform is currently partnering with Fancy, Gumroad and Musictoday to build the new buy button, using Stripe as it’s payment platform for the initial test, however more partners will be announced soon.
Whilst Twitter is currently only working with a small group of brands and users, it eventually plans to introduce more ecommerce brands, businesses and organisations and roll it out to Twitter users worldwide.
Image credit: Tom Raferty