Twitter's New Buy Button Is Key to Its Mobile Commerce Future

Home Depot, Pharrell, Red test new feature

Twitter unveils a social shopping button today that lets marketers drive conversions straight from tweets, after months of speculation that such a feature was in the works.

The new offering appears in Twitter’s iPhone and Android apps and represents the company's latest bid to reel in mobile spend from direct response-heavy advertisers.

About 25 brands (including Burberry and Home Depot), musicians and nonprofits are among the beta partners that will begin testing the feature in the next few weeks. Clicking on a "Buy" button on tweets will pull up a landing page where consumers can type in shipping and payment information to complete a transaction.

Musicians in particular are a big focus in the test, likely because of their significant Twitter followings.

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