Testing “Buy” Button : Twitter

Twitter Inc is testing a “buy” button in some tweets that allows a mobile user to buy directly from a tweet.

The company announced on monday that it would begin publicly testing a “buy” button that can be embedded in posts to allow users to buy a product with a couple of clicks.

“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,” the company said.

Twitter’s shares were up 3.2 percent at $52.33 in early trading.

The feature — initially limited to mobile versions of Twitter and aimed at selling limited-edition or time-sensitive items like T-shirts and event tickets — could eventually create a new revenue stream for the social network, which currently relies on advertising for virtually all of its income.

Now Twitter, Facebook and Pinterest are trying to take a step out of that process by offering customers the ability to buy advertised products instantly. That would allow them to charge a fee for facilitating the transaction and also keep people from leaving their site or app.

Tapping on the “buy” button embedded in a tweet, the user will be prompted to enter shipping and payment information, which will be sent to the merchant for delivery.

The microblogging service company said it has partnered with social media shopping platforms such as Fancy and Musictoday for the initial test.

Twitter said it would add artists, brands and nonprofit organizations, such as Burberry, Eminem and Home Depot Inc, to the test.

 

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