A year after the initial launch of its ‘buy button’ solution, Twitter is expanding the service dramatically through partnerships with Bigcommerce, Demandware and Shopify, three popular online commerce platforms.
The partnerships will enable merchants using the various platforms to run their own online commerce services to market through Twitter, creating a streamlined path to purchase through the social media platform.
While the buy button solution remains a US-only product for the moment, Twitter has invested considerable resources in ensuring it sees significant take-up, hoping that the addition of integrated calls-to-action in tweets will help the company bring in more advertising revenue.
“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,” said Nathan Hubbard, head of commerce at Twitter. “With Buy Now, businesses can drive more conversions and remove much of the friction in the mobile purchasing process.”
In addition to the commerce platform partnerships, Twitter has also signed direct deals with several big retail brands, chief among them electronics retailer Best Buy and sporting brand Adidas, who will use Stripe to power sales directly using promoted tweets.
“We’ve been a long time partner of Twitter and this is the latest step in working together to innovate our social shopping and commerce experience,” said Chris Murphy, managing editor of Adidas’ newsroom. “We will continue to work with Twitter to lead the social and digital conversation with a focused pursuit of seamless shopping.”