What does Twitter’s buy button mean for ecommerce?

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Earlier this month, social network Twitter announced that more platform partners would begin to offer in-tweet purchase integration going forwards. Shopify, Bigcommerce and Demandware are among those set to offer the Twitter buy button to retail clients. There’s some excitement around the Twitter purchase function, which should help to bridge the gap between ecommerce and social media. But is it really likely to have a profound effect on the commerce sector, or will it simply exist as another option in an already crowded ecommerce marketplace? WeFlubit investigates…


What is the Twitter buy button?What does Twitter’s buy button mean for ecommerce?

Currently, the Twitter buy button has only been rolled out for Android and iPhone users in the United States. However, if the function
proves successful then we can expect it to travel to Europe and the rest of the world before too long. The function does more or less exactly what the name suggests. Clients with in-tweet commerce integration will be able to include a buy button in their tweets, allowing app users to quickly purchase a product mentioned within that tweet. Users simply click the buy button and are taken to a more detailed description of the product, complete with an image. There they can specify item size, colour and quantity etc., before entering their purchase details and completing the transaction. Users with autofill preferences will be able to reduce the purchase process to just a couple of clicks.


What impact will it have on ecommerce retailers?

The Twitter buy button could prove to be a significant technological development for ecommerce retailers, but it’s not without its challenges. As with most things related to social media, brands that use the in-tweet retail function will need to tread the line between user engagement and sales carefully.
As we’ve seen with social media marketing, anything too overt has a chance of backfiring. Imagine a pizza delivery company using the Twitter buy button to attract more sales. A tweet saying ‘aWhat does Twitter’s buy button mean for ecommerce? fresh margherita pizza is just a click away’ won’t sit well on users’ Twitter feeds. It’s too salesy. Instead, retailers are going to have to find a way to include references to products in their tweets without being too overt and potentially alienating users. It’s a difficult balance to strike.


The potentiality is there for significant ecommerce gains, however. There are currently more than 316 million active Twitter users, and that’s a significant audience to tap into. The ability to use hashtags to tag products to certain search terms and trending topics is also a tempting possibility for online retailers, as is the stat released by Twitter claiming that 88% of users follow at least one brand. In-tweet purchasing is an exciting prospect for online retailers.


What are the alternatives?

It’s still early days for in-tweet purchasing, and as yet it’s something of an unknown quantity. With the function still unavailable for UK-based online retailers, what alternatives are there for ecommerce brands wanting to try a fresh, innovative approach? Flubit is a revolutionary approach to ecommerce, inverting the usual buyer/retailer relationship by asking customers to come to us with the product they want to buy. We simply create bespoke deals for them, passing the orders on to Flubit sellers. Our statistics speak for themselves: more than 5 million users, a 30% conversion rate and a 60% retention rate. If you’d like to benefit from our revolutionary approach to ecommerce, speak to us today.

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