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'Buy Now' Button Shows Up on Select Twitter Feeds

Mobile Commerce Insider Featured Article

July 01, 2014

'Buy Now' Button Shows Up on Select Twitter Feeds

By Oliver VanDervoort
Contributing Writer

Twitter (News - Alert) has been working on making itself a little more attractive to retailers for the last couple of months. Now a new “Buy Now” button has appeared on multiple tweets this week. These tweets all included products that link back to an online shopping site called Fancy. While Twitter isn’t exactly hyping the feature, that’s likely because this feature has just been rolled out. The tweets were first discovered in the timeline of certain tweets as well as in the expanded view, nothing happens when the Buy Now button is pressed.

That could mean that the feature was accidently rolled out before it was ready, or it could mean the social media site is still testing and will be rolling out the feature in the very near future on a larger scale. Further indications that the feature is not ready for primetime yet is that the button only shows up on select Twitter accounts on the mobile version. The button doesn’t show up when people access Twitter through their web browser.

Fancy has apparently accidently shown off other Twitter features that weren’t ready to go yet in the past, further seeming to indicate that the social media site will eventually make this feature more widespread. Other reports have claimed that Twitter has been working on “multiple ad types” for a while now, this included the ability to have shoppable Twitter ads.

Amazon has already gotten the ball rolling with their own special brand of Tweets called AmazonBasket. While this feature has been met with less than glowing reviews, it seems to be the first step in a multipronged approach by the social media site.

The glimpse of the Buy Now button certainly seems to show that Twitter is bringing shoppable ads for stores other than Amazon and Fancy in the near future, but the company hasn’t confirmed anything yet. That means an actual timetable for a wider rollout isn’t known.

Edited by Maurice Nagle

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