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."
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"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."