Twitter Expands ‘Buy’ Buttons To Bigcommerce, Demandware, Shopify… And Best Buy

30 Sep 2015 | Author: | No comments yet »

Demandware Partners with Twitter to Deliver Buy Now Capability to Retailers.

BURLINGTON, Mass., Sep 30, 2015 (BUSINESS WIRE) — Demandware®, Inc. It’s been about a year since Twitter launched tests of e-commerce, and now it’s rolling out a “buy now” button system wide—so any U.S. retailer big or small can sell physical products, digital goods or services all within a tweet.A year after Twitter launched its first commerce product in the form of “buy now” buttons in Tweets, get ready to start seeing a whole lot more of them in your feed.

The social media company is making them available to e-commerce software companies Shopify, Bigcommerce and Demandware DWRE 1.01% after testing them with a small group of big brands last year.The company on Wednesday said it has joined with several e-commerce sites to make it easier for merchants of all sizes to sell their wares directly on the social media service.The social 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.Twitter announced a big rollout of its e-commerce effort today, partnering with Bigcommerce, Demandware and Shopify in integrations that will greatly increase the number of merchants who can sell directly within user timelines.

DWRE, +1.01% the industry-leading provider of enterprise cloud commerce solutions, today announced that it has partnered with Twitter to provide ‘Buy Now’ capabilities to Demandware clients. The announcement comes a few weeks after Twitter joined up with payments startup Stripe’s Relay service, which lets merchants sell products through a buy button that developers can easily place inside their apps. By enabling commerce within Twitter, Demandware continues to be at the forefront of providing retailers and brand owners with unified commerce capabilities, helping to shorten the customer’s journey from discovery to purchase. Shopify SHOP 1.79% powers e-commerce sites for 175,000 merchants and brands including Tesla Motors, Budweiser, Wikipedia, the Los Angeles Lakers, and the New York Stock Exchange.

A Twitter user can then purchase the product in as few as two taps — one tap on the buy button and a second to confirm the purchase. (The first time people buy something through Twitter, they will also have to go through a screen to provide payment and address information.) “We have gone from testing this with hundreds of merchants to millions of merchants,” Nathan Hubbard, Twitter’s head of commerce, said in an interview. “It’s built into the software that they use every day to manage their business.” Twitter’s expansion of its buy button, which builds on a partnership with the e-commerce platform Stripe announced earlier this month, comes as competing platforms are also beginning to offer e-commerce directly from their services. Twitter’s platform handles payment processing through Stripe Inc.’s Relay tool, and orders are synchronized with the retailer’s e-commerce software. On Tuesday, Google’s YouTube service announced that advertisers can now place buy buttons in other people’s videos — allowing, say, Apple to offer a way to buy an iPhone from inside a fan’s video showing the unboxing of a new iPhone (yes, there are lot of videos like that). Of the 1,000 largest online retailers in North America, 75 use one of those three vendors’ platforms, according to Internet Retailer’s, including BigCommerce’s (No. 377 in the 2015 Top 500 Guide), Demandware’s L.L. The company will either take a cut of the transactions, require brands to commit a certain amount of advertising spending, or a combination of both, according to a company spokesman.

Bigcommerce and Shopify each have in the neighborhood of 100,000 merchant clients in the US and Demandware has hundreds (which tend to be larger retail brands). It’s possible that given Twitter’s emphasis on live events, it could have a real opportunity to sell event-specific products (as it did around the NFL Draft) or even event tickets (Hubbard is the former CEO of Ticketmaster, don’t forget). By eliminating the need for shoppers to click to a retailer’s site, it aims to “remove much of the friction in the mobile purchasing process,” he says. Of course, not all merchants will want the feature and it remains to be seen whether people will embrace the idea and practice of buying within social networks.

I’m thrilled that Demandware is now enabling commerce opportunities for our clients on yet another social platform ready-made for retailer promotions.” Leveraging the Demandware Commerce Cloud open commerce APIs and configurable product feeds, the integration extends commerce functionality from Demandware’s scalable and secure commerce platform to a Tweet, enabling consumers to buy directly from a Tweet. What they don’t always have is distribution.” Hubbard adds that demand for this kind of social commerce is huge: More than 50 million tweets a month say “I want” or “I need” something. Giving more retailers the ability to sell directly on Twitter should lead more retailers to use the social network to market products, says Brent Bellm, BigCommerce’s CEO. 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. He said YouTube’s endorsement of the idea showed that buy buttons inside mobile apps were the future of e-commerce. “It’s where the puck is going,” he said. “Merchants are going to have to insert their products natively into apps.” Facebook isn’t so sure.

Demandware’s open cloud platform provides unique benefits including seamless innovation, the LINK ecosystem of integrated best-of-breed partners, and community insight to optimize customer experiences. It’s clear to us consumers will be able to buy in the apps where they spend the most time,” Hubbard said. “What’s unique about Twitter is that it’s where people already connect with the things that they love.”

Other social networks, such as Pinterest and Facebook FB -0.99% , have also introduced their own versions of the buy buttons to turn their massive audiences into revenue. Partnering with Twitter and using the Demandware open APIs, Twitter Buy Now will give our retailers a new tool to engage with customers and drive purchases,” said Tom Ebling, chief executive officer at Demandware, in a statement.

Other commerce services that Twitter has developed over the last year have included offers directly to a credit or debit card, and browsing or shopping for collections of products without leaving Twitter. For Twitter, this buy button expansion comes as it tries to recruit a new CEO, after previous CEO Dick Costolo left in June and interim CEO and co-founder Jack Dorsey stepped in.

The past few months have been challenging for the company, which is beset by a falling share price, the departure of several product and engineering heads, and slow user growth.

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