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Twitter makes it easier for US retailers to sell from their tweets

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Twitter made it still easier for consumers to buy direct from social media this week. US retailers can now add its Buy Now button to their tweets via their ecommerce platform in order to sell directly from their social media conversations.

Twitter this week announced partnerships with ecommerce platform providers including Demandware , BigCommerce and Shopify to integrate that functionality. The partnerships are powered by Stripe Relay.

Nathan Hubbard, Twitter’s VP of commerce, explained the thinking behind the move in a blog post . “The goal for all our commerce initiatives on Twitter is simple: make it as easy as possible for businesses to connect directly with and sell to customers on Twitter. With Buy Now, businesses can drive more conversions and remove much of the friction in the mobile purchasing process.”

He cited Chris Murphy, managing editor at Adidas’ newsroom, who said: “We’ve been a long-time partner of Twitter and this is the latest step in working together to innovate our social shopping and commerce experience. We will continue to work with Twitter to lead the social and digital conversation with a focused pursuit of seamless shopping.”

In the UK, Andy Burton, chief executive of Tryzens, said: “This development from Twitter speaks volumes about the power Generation Consumer has to influence the way in which they interact with brands online. Younger shoppers, aged between 16 and 25, are increasingly using smartphones as their primary point of access to social media, starting and joining conversations, following news and events and communities worldwide both with friends and large brands. With 82 per cent of this demographic owning smartphones, this is a large and valuable market for online retailers to target without having to drive the initial activity to the eCommerce site. The ‘Buy Now’ button connects brands with their Twitter followers in a unique way, reaching an interested audience who already trust a brand’s offering. We have had ‘Shop the look’ for a while, now with the Twitter trends you can in principle create the power to ‘Shop the story!’

“It’s amazing to see how new online habits are directly impacting the ways in which brands seek to interact with their audiences. Twitter has evolved its capability and influence reinforcing what we already believe which is that Generation Consumer is here to stay, which is great news both for online brands and modern shoppers looking to find what they want faster.”

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