Wednesday, July 9, 2014

Is Twitter Turning Transactional?

Eagle eyed  Twitter users spotted earlier this week that a "Buy now" button appeared alongside tweets containing links to products sold through Fancy, an online shopping site, and that clicking on the button took them to a checkout page. The feature is no longer working, but hints that the social media platform may be coming to the ecommerce table - albeit a little late.

Facebook added an ecommerce feature in 2012, making it possible for users to buy and send gifts to one another and Instagram shopping is booming - although still relatively unsophisticated with most brands using the comments facility to allow users to order. Nevertheless, the impact is huge, with one designer - Charlotte Beecham of scarf label Charlotte Simone - telling us that more than 40 percent of her sales this year have been from Instagram users arriving at her website from her bio link.

Charlotte Beecham
Twitter investors are looking for every sign that the company can boost dependable cash flow, the LA Times reports, and the news of a second revenue stream would almost certainly please worried shareholders. Twitter has dabbled in ecommerce before - teaming up with Amazon in May to allow users to add items to their Amazon shopping basket by adding "#AmazonCart" to tweets containing links to products from the online retailer - but a more direct approach would be welcomed by users ever keen to simplify how they shop.

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