Judy Sahay

Thought Leaders & Game Changers

How Twitter is changing the way we shop online and the future of Australian business.

Twitter Buy Button - Social Ecommerce

Twitter Buy Button – Social Ecommerce

For brands looking to expand their horizons on social media, Twitter’s new “Buy Now” button might just change the way they approach the microblogging site.

Twitter first started to roll out the new addition to their website in September of 2014, starting off by dipping a toe into the world of social commerce by partnering with a few brands and artists, including Burberry, Demi Lovato, and Panic! At The Disco. With payment information safely secured on the site, users were able to purchase merchandise, songs, and other products from the associated brands, and for those involved, the new development was a resounding success, even if it did take the average user a bit of time to get used to the change.

The button was initially only offered to US users, but now the offer is being rolled out to users around the world, which is great news for Australian businesses looking to market their products partially through Twitter. As one of the most effective social media tools for businesses, Twitter is ideal for all sizes of company, from startups to major corporations. The global roll out is possible due to the company “Stripe,” who have helped Twitter to remodel their payment system, and if you are a business owner, you’re certainly in luck.

For small businesses, the Buy Now button means you can sell straight from Twitter, rather than needing to host your products on a separate website. The change can save you money from not having to host your products on another website, and can save you the hassle of having to redirect users to another platform.

Users will also be more willing to purchase through Twitter with the button’s easy to use style. Rather than having to navigate what are frequently tricky or confusing payment options on websites businesses can utilise the streamlined process to appeal to customers. All of the payment and shipping details are stored in the ultra safe system, so that purchases can be made in just a few short clicks.

The new button is going to help startups in particular, who might be a bit strapped for cash and are in need of some publicity and notoriety. Social commerce has always been designed to meld the social media and retail aspects of businesses, and Twitter has long since been one of the best methods of gaining publicity and customers for businesses. For startups, this combination of social media and a buying platform can mean an increase in customers and followers for those businesses with a savvy marketing strategy. If users like what they see and like what they purchase, with the option of following being so immediately convenient, they are far more likely to see what else you have to offer. This works both ways, too, with followers who are already faithful to the brand more likely to make an immediate purchase, too.

For businesses looking to increase both their social media following and their sales, it seems like Twitter’s new addition is going to be a very welcome addition to social media strategies across the world. It might take people a bit of time to adjust and catch on to just how useful the development is, but if you are a small business and you are looking to drive sales and get your brand out there, the new Buy Now function could be just what you need to get yourself off the ground. It is certainly out to revolutionise the way we approach business in the future, and this button is just the next step for social commerce to take off.

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