Bigcommerce joins ranks behind new Twitter Buy Now button

Australian ecommerce platform provider is one of several partners now supporting the new sales conversion tool available through the social network

Australian ecommerce platform player, Bigcommerce, has joined forces with Twitter on its ‘Buy Now’ button as the social platform sets its sights on allowing brands to promote and directly sell products across its network.

Under the arrangement, Tweets including links to products sold by Bigcommerce clients are automatically converted into buy buttons, allowing consumers to search and purchase products from within the timeline. Other ecommerce platforms supporting Buy Now include Shopify, Demandware and Stripe Relay.

In a statement, Bigcommerce said merchants would be able to include a buy call to action on promoted or organic Tweets, highlighting products relevant to social conversations and providing a way for consumers to search for products across desktops, mobiles and tablets. Buy Now also features a native checkout capability, as well as a ‘checkout flow’, which stores and encrypts payment and shipping information so that consumers can make repeat purchases within two clicks.

Bigcommerce said it’s also offering a control panel for centralised order processing via the Twitter Buy Now function.

The Buy Now button will be available in the US first over coming months, before being rolled out internationally in 2016.

Retailers tapping into the capability include Best Buy, Adidas and PacSun.

We’ve been a long-time partner of Twitter and this is the latest step in working together to innovate our social shopping and commerce experience,” said Chris Murphy, managing editor of Adidas’ Newsroom. “We will continue to work with Twitter to lead the social and digital conversation with a focused pursuit of seamless shopping.”

Twitter first launched tests on the Buy button 12 months ago, partnering with a number of US merchants and musicians on offering products for sale.

“Bigcommerce’s Twitter Buy Now functionality provides an opportunity for our merchants to significantly boost demand generation and sales for their business,” said Bigcommerce CEO, Brent Bellm.

Twitter is not alone in its efforts to bring ecommerce functionality directly into its network. Facebook is also helping businesses create online storefronts and has been testing buy buttons in its news feed as well as business pages for the past year. Pinterest also introduced buyable pins in users’ feeds earlier this year for major retailers including Macy’s and Nordstrom.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith and Toby Harrison

Ogilvy Australia

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in