Twitter has partnered with various platforms that maintain ecommerce websites like Bigcommerce, Demandware and Shopify, to enable their customers to offer a ‘Buy Now’ option to users, directly through Twitter. The platform also implemented the buy now option for new retailers and brands like Best Buy, PacSun and Adidas etc. Note that Twitter had started experimenting with ‘Buy Now’ cards in July last year. At the time, tweets with links to the ecommerce website Fancy had an option to buy the product without leaving the app. The feature was in fact first spotted at Fancy’s website in the form of mockups at the beginning of 2014, but only went live later that year. With this move, Twitter will open up the option to sell products directly from tweets for a lot more ecommerce stores that operate via Shopify, Demandware and Bigcommerce etc. It will also get a one up on competition as Facebook only started beta testing a buy button for Shopify merchants and some other businesses in June and July respectively, after having started testing the buy button in July 2014, while Google is yet to launch its solution. Medianama’s Take: The number of Internet companies and social networks who are adding buy buttons on their pages has implications for online advertising. The buy buttons will fuel a lot more impulsive purchases and with the option of storing payment details it can be done in probably 3-4 clicks making them quicker. Companies can no longer rely on banner ads…
