Twitter Launches Buy Button

Twitter has launched its first foray into e-commerce by unveiling a new "buy now" button - and Burberry is one of the first big-name brands to sign up.

The tool will allow users to store their bank details on Twitter's secure internal system so that when they come to a tweet that features a product that they like - for example Burberry's new shade of eyeshadow - they simply touch the button and said product wings its way to their billing address.

The new facility has been built in collaboration with tech-development brands including Fancy, Gumroad, Music Today and Stripe, reports WWD with Twitter initially testing the platform retailing limited-edition items from Eminem, Pharrell Williams, Demi Lovato, Soundgarden, Wiz Khalifa and Home Depot, as well as charities including GLAAD, Red and 9/11 Day. Burberry will launch the tool immediately after its London Fashion Week show on September 15 with the nail polish colours used on the catwalk.

"When you're talking about a consumer's payment info and commerce in general, we're going to wade very cautiously into those waters - so that when larger brands jump in they can feel great about the experience," said Nathan Hubbard, head of commerce at Twitter. "We're testing with [Burberry] and I think we'll break some ground with them and set some examples of other ways that brands can follow."

By Now With Twitter

The social-media platform is hoping that its real-time nature will work to its advantage when it comes to selling exclusive items that are only available for a certain period of time, tapping into consumers who impulse buy. It's a move that is also aimed at boosting its revenues, as its total income currently comes from advertising alone.

"This is the next step in that evolution," said Hubbard. "It is a way for our users to get closer to the things that they love and a way for sellers of all types to take the conversations that are already happening between brands, retailers and consumers and turn them into transactional relationships."