Twitter are trialling a new feature which allows customers to buy
items by Twitter with Home Depot and Burberry. Products will appear on
the retailers feeds with a ‘Buy Now’ button undeneath it.
Twitter will save credit card information and shipping address so
users can make a quick purchase. The ‘Buy Now’ button will be available
to less than 10 percent but will quickly roll out across its user base
if successful.
Nathan Hubbard, Twitter’s commerce chief said, “First, we’ll use the
signal and the incredible data that we get from tweets to really tailor
the experience to you, the second is this direct connection and the
kinds of exclusive and limited edition products that can happen when you
have that direct relationship. And the third is … we’re in a world
that’s moving to on-demand services—and so anything temporal, with
urgency, with perishability we think will work on Twitter.”
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