As Twitter announce more platforms for online purchasing with the ‘Buy Now’ button it seems we’ve found another commerce functionality for brands to exploit sales opportunities. But will it really work?

With mobile commerce improving so quickly which we see while working with leading M-Ticket developer CoreThree, and consumer thoughts of mobile purchasing easing, Twitter has made a move to aid brands complete the ‘fast sale’.

The ‘Buy Now’ button as displayed in the image below will no doubt make many peoples purchasing easier, and offer a more commercial function to a social platform. But purchasing isn’t the point of social media.

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One hurdle that brands will face while trialling the button will be making their content relevant to purchasing. Conventionally, Twitter is used by brands to create a personality for the brand. It’s not a direct selling platform, so changing the tone of voice to pursue sales will undoubtedly put consumers off. Social is a direct touch point with engaged customers. Forcing product onto them as an obvious intention to sell is going to harm the brand relationship that social media has, traditionally done so well to build.

On the whole though, as I write this, my cons come to a close here. I think it’s a fabulous idea, if done well and could be a crucial brand tool.

The adoption of ecommerce partners by Twitter along with the consumer perception of payment security is becoming less relevant thanks in part to Apple Pay, it is becoming easier for consumers to purchase wherever, and whenever.

Back in 2012, Twitter revealed stats that showed 88% of users follow a brand, thus expanding opportunities to existing markets. There will no doubt be a portion of consumers put off by the obvious sales push, but once the concept becomes more mainstream, including a small buy now option will just become another bonus.

The concept of offering more payment options seems like a clever extension of what Sunstein and Thaler coined, Choice Architecture. It is essentially an online development of an impulse buy. Put simply, it’s what supermarkets do by offering products at the till. Consumers are already on the platform, they are now just being given another point of purchase in something they’re interested in. (Side note: if you haven’t read Sunsetin and Thalers book called Nudge, read it!)

Twitter CEO, Jack Dorsey has previously mentioned that he is focussing on keeping Twitter relevant, and connecting early with the emerging trends of ecommerce will only help the social platform keep a strong foothold in the developing technologies.

Overall, if retailers hone in their tactics and target their consumers with relevant sales pushes, whether that be, Dominoes doing a Twitter coupon deal or an independent furniture shop advertising its latest pieces, it’s highly likely to attract customers attention.

Give us your thoughts in the comments below!

Speak soon,

Matt