Twitter Buy Now is Twitter's feature that allows retailers to tweet "buy" buttons that allow viewers to quickly buy goods from right in a tweet. You don't see those buttons much, but you should expect to see them more soon. Now that Twitter has partnered with Bigcommerce, Demandware, and Shopify, the social media company will become an outlet for millions of e-commerce stores.
The sheer population of retailers using those platforms is probably the most important reason you'll be seeing more buy buttons, but it's not the only reason. The propaganda behind the partnerships is hard to ignore. 57% of Twitter users follow brands. That's a higher percentage than any other social media platform can boast. Almost as many Twitter users buy from brands on Twitter, and the retailers are 2.5 times more likely to make a sale to a particular user by promoting a tweet. The partnership looks like a good deal for everyone involved.
Twitter has struggled with leadership problems over the past year or so. This new strategic initiative should be helpful to them since social media e-commerce referrals grew almost 200% in the year that ended when Q1 of 2015 ended. "Social E-commerce" is expected to grow into the future as well. The first year of buy buttons didn't fare well. The buttons didn't even earn a mention in Twitter's financial statements. For the company's sake, it would be encouraging to see good numbers coming from the millions of retailers using the three partnered commerce platforms. However, that could depend on how well they use the button.
From a marketing standpoint, Twitter buy button sales would require good lead generation, good ad copy, good viewership, and willingness to buy on the customers' part. Finding best practices specifically about Twitter Buy Now campaigns is not as easy as it probably should be. Like AdWords and other marketing platforms have done, Twitter should begin developing helpful documentation and getting users involved in conversations as soon as possible. Let's hope the company's CEO issues don't get in the way too much.