Direct commerce is becoming more possible through social media, as Facebook, Pinterest and now Twitter have all at least tested a buy button. Twitter announced recently partnerships with several merchants, who can now use a buy button in tweets.
Nathan Hubbard, Twitter’s vp of commerce, wrote about the buy button in a blog post:
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. Today, as we begin rolling out to a wider group of platforms and partners, people will have even more opportunities to discover and purchase products from the brands they love on Twitter.
Gary Schoenfeld, PacSun CEO, is excited to use the buy button:
Our customers live on Twitter, so giving them an easy way to buy products that they discover in their Twitter feed, without leaving the app, is a no-brainer. Because social media is our single most important marketing tool today, social commerce is obviously a key part of our overarching strategy. Anything we can do to shorten the gap between social engagement and shopping is a top priority.