Dive Brief:
- Twitter launched a test of the "Buy" button— an e-commerce initiative that allows users to buy directly in-app on iOS and Android devices.
- The test is being rolled out to a select few Twitter users and will feature e-commerce partners Stripe, Fancy, Gumroad, and Musictoday.
- Users that click on a Buy button will be shown additional product details and will be asked for payment and shipping information. Twitter is also encrypting user's information so it only has to be entered once.
Dive Insight:
A "Buy" button gives advertisers and brands instant data on ROI, the obvious number one perk. But in-app purchasing has proven to be tricky for tech companies, as Google has discovered. Rolling the feature out to a smaller group first will help the platform work out any kinks before launching it site-wide.
