Twitter Expands Its ‘Buy’ Button Just in Time to Grab Holiday Ad Dollars

Best Buy, Adidas roll out tweet-powered shopping

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As Twitter looks to ease Wall Street's growing concerns over whether it can bring in new users and revenue streams, it's zeroing in on retailers and their lucrative holiday spends by expanding its "Buy" social-commerce buttons.

A couple of weeks ago, the San Francisco-based player inked a deal with digital payment company Stripe to power mobile commerce for brands including Warby Parker and Saks Fifth Avenue. Now, Twitter has added e-commerce payment players Shopify, Bigcommerce and Demandware to power the shopping buttons, meaning you'll likely start seeing a lot more shopping-enabled tweets in the coming weeks from retailers eager to drive holiday sales.

Best Buy, Adidas and PacSun are already working with the e-commerce companies to power social commerce. In the case of Best Buy, the big-box retailer will start selling electronics directly from tweets.

The expansion of the shopping buttons is Twitter's latest move toward turning its site and app into a shopping platform. In June, Nike, Target and HBO were among a handful of brands to set up mini e-commerce landing pages with pricing and research information.

@laurenjohnson Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.