Twitter wants to close the loop between content that is shared on the platform and sales. It's making a play for advertisers' dollars by showing how ads on the platform directly impact the bottom line.
It's introducing the much-mooted 'Buy' button that advertisers will be able to embed into tweets so that people can buy directly from Twitter. Facebook launched a similar buy button back in July.
It is kicking off the trial with a number US test partners including retailers, charities and musicians but will expand it to further partners in the US and around the world, including in Australia.
@Burberry, @Pharrel, @Eminem, and charity @(RED) are among the first on board. The buy button also aims to give Twitter users offers and products they can't get elsewhere.
In a statement, Twitter said: “This is an early step in our building functionality into Twitter to make shopping from mobile devices convenient and easy, hopefully even fun. Users will get access to offers and merchandise they can’t get anywhere else and can act on them right in the Twitter apps for Android and iOS. Sellers will gain a new way to turn the direct relationship they build with their followers into sales.”
Users can go from tweet to completed purchase in a few taps. After clicking the buy button within a tweet, users will be given additional product details and be prompted to enter shipping and payment information.
The order is then sent directly to the merchant.
Payment details will be stored so that future purchases through Twitter are easier and simpler for users, but Twitter says “trust and security are at the forefront”. Payment details can be removed at any stage, and details won't be shared.
It has worked with other social commerce platforms to built the capability; Fancy, Gumroad, Musictoday and Stripe.
The brands, bands and charities launching Buy buttons are:
Beartooth (@beartoothband)
Brad Paisley (@bradpaisley)
Burberry (@burberry)
Dan+Shay (@DanAndShay)
Death From Above 1979 (@dfa1979)
Demi Lovato (@ddlovato)
DonorsChoose (@DonorsChoose)
Eminem (@eminem)
GLAAD (@glaad)
GLIDE (@GLIDEsf)
Global Citizen (@GlblCtzn)
The Home Depot (@HomeDepot)
Hunter Hayes (@HunterHayes)
Kiesza (@kiesza)
Keith Urban (@keithurban)
The Nature Conservancy (@nature_org)
Megadeth (@Megadeth)
Mike Stud (@mike_stud)
Panic! At The Disco (@panicatthedisco)
Pharrell (@pharrell)
Paramore (@paramore)
(RED) (@RED)
Ryan Adams (@TheRyanAdams)
Soundgarden (@soundgarden)
The New Pornographers (@TheNewPornos)
twenty one pilots (@twentyonepilots)
Wiz Khalifa (@wizkhalifa)
9/11 Day (@911Day)
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