Social Media Trend : Twitter buy now button may alter consumer journey forever

twitter buy now button

In the last few years, e-commerce has transformed the way brands are looking at their businesses.

Not just the retail, but it has forced the entire services sector to build a unique experiential model online and create newer revenue channels (powered by e-commerce) to their existing business models.

Without doubt, social media platforms like Facebook, Twitter and Pinterest have literally altered the consumer’s path to purchase across industries, by making it more dynamic and real-time.

Talking about real-time, Twitter is the undisputed king of real-time marketing in social media. And yet brands are often challenged to work out exactly what role it should play in the mix. It can be used to create awareness, drive engagement, and play a crucial role in customer service.

Twitter users’ shopping habits make them a valuable audience for retailers and the findings can help businesses maximise sales by “sending Twitter shoppers the right message at the right moment.”

According to a Millward Brown survey of women on Twitter who had recently purchased household staples, Twitter users have bigger budgets and buy more often than non-users.

For five major retail categories, Crimson Hexagon used keyword analysis to quantify the share of conversation on Twitter for each stage of the purchase process.

 

“Whether they’re learning about a new product or on the cusp of buying, shoppers rely on Twitter for information and advice. The survey showed that nearly half (49%) of female Twitter shoppers say Twitter content has influenced their purchase decisions, which makes the platform prime real estate for brands,” Twitter says.

For five major retail categories, Crimson Hexagon used keyword analysis to quantify the share of conversation on Twitter for each stage of the purchase process.

Twitter Buy Now Button for e-commerce

After two years of testing, Twitter is finally making it easy for millions of merchants to sell products through a tweet.

The micro blogging network announced Wednesday that its “buy now” button will be available to any merchant in the United States that uses one of three major e-commerce platforms to run its online shopping operations. A store that is a customer of Demandware, Bigcommerce, or Shopify can use the software to tweet out a link to a product that will show up with a buy button.

What does this means for ecommerce startups and small business?

Technically speaking, you could run a startup business with the Twitter Buy button without even owning your own website. If the button allows you to connect directly with a payment processor it would work like Amazon or eBay where some people simply create an account on one of those sites and start selling — without ever having to slog through the hassle of launching their own site.

With Twitter Buy button, you can possibly cut down on the steps it takes for people to buy items from your store. From the looks of it, this button can be used as a one-click feature wherein your followers can link credit cards to their profiles.

Since no one has to go out of their way to get to your website, this feature constitutes a huge advance for the user experience. You won’t have to worry about how your shopping cart is working.

Honestly, I assume some stores would transition most of their resources to Twitter and other social outlets if this ended up working well, since the maintenance is so low and your entire checkout is handled by Twitter.

That, ladies and gentlemen, is quite frankly, a revolution in making.